Use the right match types for your keywords.
You can vastly improve your paid search campaigns by understanding keyword match types and their impact on your PPC campaigns. First, we have exact match – by placing [square brackets] around a keyword phrase, your ad will usually only appear if that phrase is used in a Google search. Although Google does often include 'roundabout exact matches', it's nevertheless the closest way you're going to get an exact match.
Phrase match can be used by placing “speech marks" around key phrases. As an example, if you run a clothing store and your targeted phrase is “midi dress", someone using an exact match search for the term [red midi dress] won't see your ads. However, if you ran a phrase match campaign for the term, those searching for variations of the same term are likely to see your ad. This means that you'll be able to capture relevant searches with it that an exact match wouldn't (while avoiding spending on search results that aren't relevant).
Another type is broad match – which should be used sparingly at best. With a broad match, Google decides what you are going to be found by and therefore can place in as many words in your phrase as they wish. Broad match should only be used if you have a vast range of products – as an example, a broad match for 'bicycle helmet' can cause your ad to show if anyone searches for anything related, such as 'bicycle gloves' or 'helmet reviews for bikes'. This might be okay if you run a bike shop that sells a whole host of accessories, but not if you're a manufacturer of bicycle helmets only.
Make use of negative keywords.
Not only do 'positive' keywords (related to your products/services) help to build a good PPC campaign, but so do negative ones. You should always be specific in what you want to include in your ad – and that means stating what you don't want in your ad too; these are negative keywords.
As an example, you may want to be found for the keyword 'building developer', but don't want to be found for 'building developer books'. You may want to be found for 'building development services', but not 'cheap building development services' – whatever your wish, filtering out negative keywords will construct a better PPC campaign, adding even more relevancy to your ads and reducing wasted ad spend.
Don't be tempted to let your PPC campaigns just run by themselves.
If you're new to PPC, it can be tempting to just leave your carefully constructed campaign running for a few days and weeks before seeing the results. The truth is that successful PPC campaigns are ones that are monitored constantly – being proactive and reacting to events will help to improve the effectiveness of your ads.
If one of your keywords isn't performing well, for example, it's better to know as soon as possible so you can change it and stem the spend wastage. The same goes for ads that are performing well – getting on top of them as soon as possible and increasing your spend will help your ad to appear in even more searches.
So those were some top PPC tips you should think about using in your campaigns this year. If you would like to learn more about Pay-Per-Click ads (or any other aspect of paid online advertising in general), the team here at PPC Junkies would be happy to help.