Managing Shooting Stars
Aside from your predictable actual Geo Market Competitors, Ad Spaces can sometimes be littered with blundering passers-by who have unwittingly purchased 20 short, 8 digit broad match keywords nationwide with no negatives. While it may only take each such Shooting Star 20 minutes or so per day to torch through his $100 ad budget, still, for that glorious 20 minutes your Ad Space will be cluttered with an inappropriate ad.
Coping with Intruders
What to do about Shooting Stars? Google helps out by whacking the blunderers’ quality scores, which in turn has the effect of forcing them to bid more and more each day to serve ads on your targeted first page search results. The Shooting Star eventually comes to his senses, or runs out of dough. Although some Ad Spaces seem to be blessed with more than their fair share of Shooting Stars, each one represents only a fleeting and self-solving problem. So unless you really feel up to policing your Ad Space, with respect to Shooting Stars, nothing may be the most righteous thing you can do.