Kamal Thakarsey takes a look at some of the scariest search marketing mistakes, such as rogue keywords she describes as "Freddy Krueger." She provides a list of mistakes and then offers up solutions on how to fix or avoid them. For example, it's important to find unfriendly or irrelevant keywords making their way into ads that generate more clicks than what "would make you comfortable." Thakarsey suggests continuously mining for negative keywords across your campaigns. "Each click you save from an irrelevant query is a click that's made on a relevant, and hopefully converting, query," Thakarsey writes.