![]() It can make a big impact in the overall profitability of your campaign. Negative match gives you the ability to determine which searches will trigger your ads. If you run a query search report in Google, you may find that you are generating a lot of traffic from searchers who use the query “Malibu recipes.” Using negative match, you can ensure your ads won’t show up for these keywords. Imagine that you sell Malibu car accessories, for example. It’s likely that many of the clicks from your PPC campaign are coming from shoppers who are not interested in buying your products. You can designate broad match by placing a plus sign before the keyword.Įxact match (indicated by putting your keyword in brackets) and phrase match (indicated by putting your keyword in quotes) work well, too, depending on what your ad is targeting. As the graphic above illustrates, there are four match types you can select from, and as a default I often recommend “modified broad.” Modified broad match helps ensure that your ad only shows for close variations of keywords. You’ll get a lot more traffic when you use broad match, but that traffic won’t be very qualified. There is no system or strategy in place to distinguish “campaigns” from “Ad Groups.” That makes it very hard to do things like bolstering budgets on product categories that are in season, aligning promotions between your ad text and your website, or using advanced techniques to target shoppers on mobile devices. Eight out of ten campaigns that we see are terribly organized. My company audits hundreds of PPC campaigns for online retailers each year. That means that as an online retailer, you have a lot to gain by making PPC work for you, and a lot to lose by not. While organic listings are the most important source of traffic, PPC will increasingly become a close second. It’s likely that Google will continue emphasizing PPC listings over organic listings. Just search on Google for a product and you’ll notice that PPC listings - including listings from Google Shopping - are dominating the search results page. Cost per click (CPC), also known as pay-per-click, is a revenue model for paid digital advertising such as PPC campaigns. What the chart shows is that PPC is too important to ignore. PPC listings rank high in traffic sources.
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