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13 Great PPC Tips

By Joseph Park


1. Use All Three Match Types - With AdWords, you can use broad, phrase, or exact matches for your keywords. Most people have a particular favourite and then ignore the rest. I recommend you use all three in different ad groups. Not only does it increase your impressions, it provides new sets of data that can help you improve your overall PPC performance.

2. Use Singular and Plural Keywords - Whenever bidding on a keyword that can be made into a plural, do it. The same can be said for anything with an acronym, abbreviation, alternate spelling, hyphenation, or location specific additions.


3. Use Negative Keywords - Don't just use negative keywords in your campaign, use specific negative keywords for each ad group.



4. Separate Content and Search Campaigns - Make sure to have different campaigns for your content and search keywords. This is important for maintaining quality score as well as effective data for your keywords since CTR is always lower for content network.

5. Analyse Your Primary Audience - The more you know about your audience, the more likely you'll be able to innovate and adjust your campaigns. Don't just know what phrases they like, know what they like as people.

6. Opt Out of Search Partners When Necessary - Search partners can be profitable at times, but if you find that your campaigns are not working there, remove them from the search partners.

7. Focus on Your ROI - While click through is important for quality scoring and impressions are important for reaching your goals, ROI is the ultimate piece of data. The higher your ROI, the better your campaign is performing.



10. Use Complementary Keywords - If you're selling a book on romance, you might have specific terms like "how to meet women", but you might also have complementary keywords like "gifts for women, chocolates, etc".

11. Rotate Ads Regularly - Whenever you change your landing page or your phrase listings, adjust your ads to rotate through. Ignore your CTR during new rotations so you can gain as much data as possible.

12. Use Ad Scheduling Carefully and with Research - Ad scheduling is useful, but only if you research properly before implementing it. Use your reports to analyse timing, check geographical ranges for effectiveness and don't over schedule.

13. Don't Target Every Country - Only focus on countries where people are affluent enough that they might purchase your product. This means they'll need a credit card and easy access to the Internet.



If you use PPC advertising effectively, there are tremendous amounts of money to be made. But, careless, hurried marketing efforts will almost never work, so always make sure to invest enough time to do your research and respond to the campaigns.

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