Are you sure you know what your PPC is showing for

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A thing that has always been and always will be solved in PPC advertising: your keyword does not have to match the user's search query. It often happens that your ad is also displayed on a search for a word that, although similar, is not related to the ad in any way. You might not believe what an ad can be displayed on. But how to defend against it? First, it is necessary to understand why this phenomenon occurs. Typically, 2 factors are to blame: generic words and loose fit. The problem of too general words Let's say you advertise a tire repair shop and want to sell tires.

It is possible that you B2B Email List want to increase the volume of clicks by using generic words, it is possible that this happens by mistake. However, if you use the word " tyres " for such a campaign (perhaps even on a phrase match), it may happen that your ad appears on searches for the words " tyre review " or " tyre discussion ". You will probably recognize yourself that you will not make many sales from such searches . Although general words are good to start with in that they help you find other suitable specific words for the campaign, you should be careful with them! I recommend regularly checking the overview of search queries and subsequently excluding words that are not relevant to you from the campaign.



It's always good to avoid problems with negative keywords . image keyword, search query, ad relevance. The 3 most important terms of PPC advertising. The problem of loose fit Now imagine that you are, for example, a distributor of natural gas and you also have the word " cheaper gas " in your new customer acquisition campaign. However, you are free to agree on this word . In that case, it may well happen that your ad appears on " cheap gas pistols ". Similar to the previous case, your ad will not be relevant to the search query and therefore not effective. And like before, free matches are great if you want to get ideas for new words . However, the assumption is that you will monitor search queries and in time exclude irrelevant words for which your ad was displayed.