The Custard Blog

Words of wisdom from our team of online marketing experts

PPC For Dummies (How to make sure keywords don’t get you evicted)

Hi, I’m Laurence and I’m a new recruit to Custard as a Pay Per Click Account Manager. I’m going to be blogging a lot over the next few months and I thought I’d start off by giving you an insight into the world of online pay per click marketing.

There are many challenges to overcome within PPC marketing to achieve a successful campaign. Sure there are plenty of horror stories of people losing their shirts and houses when it all goes wrong, but, if you get it right then riches that you can get your hands on with PPC far outweigh the risks and headaches.

So how does one reach these dizzy heights? Well, there’s no shortcut, PPC Success is achieved by hard work, discipline and an analytical mind. Simple enough right?

When constructing PPC campaigns you’ve got to identify good relevant keywords, creative advert text and construct good campaign structure. Choosing the right keywords presents one of the biggest challenges for constructing PPC campaigns.

So why are keywords so important? To most pay per click people, keywords are considered to be the bedrock of any campaign. Choose them well and you may have an efficient functioning campaign. Choose them badly and you’ll pay big.

Google recognises various types of keyword match types including broad, phrase, exact & broad modifier. Broad is definitely the most giving and must be wisely used. It can be matched to variations of user search term which would mean in many cases the actual match not being relevant, but fear not! Help is at hand! Broad match modifier, a hybrid version of broad match, has been created to give tighter control over this match type. Phrase match is less giving than broad but more giving than exact match type.

When matching search term queries with phrase match, as long as the keyword order remains intact, it can be matched to longer tails versions of the keyword. Exact match is the least giving of all match types. The search term must exactly match the keyword or it does not trigger the adverts. There are no allowances for variations here!

In terms of traffic, exact match provides laser–targeted traffic but in the least volume of all match types. Phrase is next and then broad match. It’s considered good practice to test the water with exact or phrase then as the campaign beds in some broad match could be added to push things. It should not be done the other way round unless you like to waste money, that is J

To counter-act adverts being constantly matched to irrelevant search terms, the PPC marketer can use negative keywords which when added and match a search term, they will stop the advert from been shown and thus reduce click wastage. Moreover negative keywords can be added as broad, phrase or exact match types.

When you have decided on the goals you wish to achieve from the campaign, agreed an initial budget and decided on which products to promote then you should head on over to the Google keyword tool to conduct your keyword research.

This wonderful tool, which is free to use by the way, will provide you with the search traffic statistics & characteristics of keyword ideas to set you on your way to create a great PPC campaign.

Happy marketing, hope you enjoyed the blog and it’d be great to get your feedback.


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  • silver account

    Your keywords are automatically set to the broad matching option as you upload them, so it’s useful to understand the impact of leaving broad match turned on.


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