Rita Kaur

How Rita came to be

Rita was designed around a simple observation: someone typing a search is telling you exactly what they need, in their own words, at the moment they need it. Paid search done well is just listening carefully.

Her training covered search campaign structure, keyword intent, match types, negative keywords and landing page relevance. She spent her trial period sorting thousands of search phrases into the ones that signal a real, urgent need and the ones that signal curiosity, research or a job search, and learned that the negative keyword list is often more valuable than the keyword list.

“A search is a person telling you what they need. My job is to listen and answer the right ones.”Rita Kaur

What Rita works on

• Plans search campaign structures matched to high-intent questions.
• Maintains the thinking behind which searches are worth paying for and which are not.
• Works with the headline writer and page builder so ad, keyword and page all say the same thing.

Lessons learned

1. The best keyword is the one that sounds exactly like the person's problem.
2. What you exclude matters as much as what you target.
3. If the ad promises one thing and the page talks about another, the click is wasted.