PPC (pay per click) advertising, often called Google Adwords  is all about putting the right add —-> in front of the right person ——> and then linking to the right offer.

If you do not do this, you can waste alot of money.

It is very important to be using exact match with the known, high traffic and commercial keywords.  By using broad your add is being shown for keywords that are are either very low volume, or not at all commercial.

The difference between broad, phrase and exact is as follows:

• Broad: The two words in any order with any other words, behind, in front and in between
• Phrase: The two words in that order, with no words in between, but can include other words in front or behind
• Exact: Words in the exact order, no other words

So you can see that going broad…. your add will be displayed alot…. but the market is not qualified.

By going exact, the amount that the add is shown will be less, but the market is proven and qualified.

You would be much better off having 10 exact, proven matches, rather than going broad. You can then see the success of each one, cut out the bad ones, and have a much better campaign.  It always requires very dedicated testing.

Then there are multiple other things that need to be looked at:

• The quality score of the landing page (will give you cheaper clicks)
• The correct settings (the google default settings will cost you money)
• Tracking every single keyword for performance
• Protecting your campaign from spytools
• Emotive ads to get a high CTR
• Rotating ads evenly, always having a test add, and continually cutting the one that does not perform
• Always put the adds on pause (never delete), so you remember what adds you have tested
• Once there is an established campaign, slowly lowering the bid, but still keeping the same position.
• Plus many more