Broad match keywords
Do not play down the difference between specific keywords and those that match exactly. Broad match means the ad will appear for more keywords than the exact match, but this is not necessarily a good thing. Broad match means the ad appears for both specific and any related keyword searches. The traffic such a setting attracts is not necessarily helpful to the site, but will still cost money when someone clicks on the link. At the end of the day, it is better to go with phrase or exact matching keywords.Search and content ad placement
Classified by the location, there are two different types of PPC ads. Search network placement appears alongside organic results, while content network placements are those that are displayed on websites. One of the mistakes one must avoid is grouping both under the same roof and using the same keywords. The questions that trigger search network placement are not necessarily the same as those that trigger content network placement. Using the same keywords for both costs money with little possibility of returns.Negative keywords
Many avoid the use of negative keywords, which can be helpful in showing exactly where the keywords should not be used. They are especially useful for those who wish to widen their scope, but want to minimize irrelevant results.Targeting
Precision targeting brings results, but this is something not many take advantage of when using PPC tools. There are numerous targeting possibilities with PPC marketing like;Targeting several countries with different ad groups
Targeting different small geographical zones; states, provinces cities or towns.
Having ads run at the time of day with the most potential for being seen
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