A targeted ad in pay per click advertising results in more clicks. PPC service providers offer many tools that you can use for this effect.

Following are few options that you can use to target your pay per click ad campaigns better.

Use Well Matched Campaigns: You should bid on well matched keywords. You can try different types of matching options to produce maximum effect. Here is a basic understanding of different types of matches

Exact match- Your ad would be displayed only when exact keyword you are bidding on is typed. Thus, if you bid on “golf accessories”, the ad would be displayed on “golf accessories” search and not the likes “accessories for golf” etc. You can use this exact match to target your campaign.

Broad Match- A listing is triggered by the keyword phrase or slight variations of it, even if the words are out of order or separated by other words. Example: “golf accessories” will match “How To Play Golf” and possibly even “Golf Swings and Shots.” Broad match search is very useful for brand names and bigger companies with a name tag but it is not a good option for small budget businesses. It can result in a lot of poorly targeted clickthroughs for general terms and thus produce unnecessary burden on your campaign.

Negative Match- The ad is not displayed when a negative word that you have chosen is typed into search engine along with keyword. For example if you list “free” as negative keyword along with golf accessories then your ad would not be displayed when someone types “free golf accessories”. This kind of matching would allow you to keep people away who are not likely to buy.

Phrase Match- Ad is displayed when the phrase as it is written for bid is included in the search, though search might include other terms as well. Thus, “golf accessories” will match “golf accessories for starters” but not with “accessories for starters of golf.” Again this option can result in higher non contributory clicks.

Contextual Targeting: This is offered by Yahoo Search and Google AdWords both. Contextual targeting places your ad on websites which have the content related to your ad. It is a good idea to use contextual ads because it adds to your exposure.

(more…)

On the most popular search engines like Google, Yahoo, and Bing, there are hundreds of thousands of pages if not millions for each search term of keyword. For you to have a site on the first page takes time and money and may be almost impossible on some search terms.

Well the search engines in their determined that they can give you a chance to get on the first page if you are willing to pay them for it. Of course they wouldn’t dream of letting you there for free.

They have designed a way for you to put ads on their sites for specific keywords and phrases. In these ads you can link back to your site. When someone clicks on the ad and goes to your site you pay the search engine a fee.

An advantage to using Pay Per Click Ads is it is a fairly expensive way to enter the market your targeting compared with other means. However, you can easily lose a lot of money if you don’t keep close track on where it is going and what you are gaining or losing by it. Promoting the wrong products or poor products also can cost you money when using Pay Per Click Ads.

With Pay Per Click Ads you can promote your own products or affiliate products. You also can generate leads or build a list of customers that are interested in your niche of products.

It is very important to use relevant keywords in your Pay Per Click Ads to the keywords in your landing page. The quality of the landing page and the relevancy of the keyword or keywords you use in the ad to the actual search engine result is also important. If you score high in these areas your ad will be shown more and actually cost less over time.

You can also use negative keywords in your Pay Per Click Ads. A negative keyword a lot of marketers use is FREE. By adding this negative keyword any where your keyword or keyword phrase is seen with the word Free with it will not show on that page. You can obviously see the advantage in that.
(more…)