FEATURED ARTICLE — July 25th, 2017
Do you ever feel like your advertising budget isn’t earning you the results you were expecting? You’re not alone. If you’re not being cautious of optimization tactics, or you’re not familiar with PPC best practices, it’s easy to blow your budget and overspend on unqualified clicks.
The investments you make into advertising impact your entire company, so it’s important that you’re getting the best ROI.
Use these eight tips to get the most out of your PPC ads:
1. Add Negative Keywords (The Right Way)
Negative keywords give you the opportunity to filter out traffic that doesn’t align with your target audience. This allows you to reduce the number of wasted clicks, and thus wasted spend.
The best way to determine the appropriate negative keywords for your campaign will involve an analysis of search queries that are costing you money, and how people are interacting with your site after clicking through. Run a search query report, and also experiment in Google by actually searching the terms yourself.
You may discover that a keyword you thought would be extremely relevant to your ad brings up completely different results, which can indicate that searchers have alternate motives.
Pro Tip: Adwords Search Query Reports allow you to automatically add negative keywords to your Ad Group or Campaign. However this only ads a negative “exact match” keyword, meaning your ad will be excluded from searches that are only that keyword exactly.
Original query is: HR Software Jobs but you don’t want your ad to show for “job” related queries. Adwords will create a negative keyword: [HR Software Jobs]. If the next day someone searches: Jobs Developing HR Software, your ad will still show up on Google.
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