Time and time again I speak to customers who have OK pay per click (PPC) campaigns with keywords relevant to their business. However some simple steps help turn ok PPC campaigns into good PPC campaigns.

With any PPC campaign the key is to have keywords that are relevant to your business, there are many ways to research these but Google’s keyword tool is free and the most effective. Once you have set up your campaign some simple steps will help you save money and have a more effective targeted campaign.

Pay Per Click tips;

Match Type

There are four different keyword match types. These determine which Google searches will trigger your adverts to show. Using different match types in your PPC campaign will help you control who sees your adverts.

The four different match types are;

Broad match – This will match your keyword(s) to different variations and similar phrases.

Phrase match – Will only show your advert for searches matching the exact phrases

Exact match – Exact Match will only show your advert for searches that match the exact phrase only.

Negative match – This will make sure you don’t come up for searches with this keyword in.

Some of these match types will give you more clicks, search exposure also known as impressions (imps), and conversions. However with others you will get less impressions. By using the correct match type you will have a more effective campaign.

Negative keywords

Any good adwords campaign will have negative keywords at their core. Having a negative keywords in your ad group or campaign means that your adverts won’t show for searches with that term in. This means you reach better targeted customers, reduce your cost-per-click (CPC) and in turn increasing your return on investment(ROI).

Advert Timing/Scheduling

You should set your campaign to show at certain hours or days of the week when you want your adverts to show. This will allow you to target when your audience will see your advert.

Dynamic Keywords Insertion (DKI)

This will automatically places your keyword that your the user searches into the advert heading. Using this makes your advert more relevant and appealing to your customers.