Tip #3: Understand Keyword Match Options (Huge!) Because my client provides personalized service and works with companies in dozens of industries, figuring out who to target and how, and what keywords to use, was the hardest part of figuring out how to make the campaign more effective. Following Google's advice, I initially set up the campaign using broad match - and very quickly realized that h-oh, Houston, we have a problem. Yes, the ads got a lot of clicks, but the search terms were completely irrelevant to my client's offerings. At first, I added a lot of these queries to the
Negative Keywords tab of the AdWords interface - but found that wasn't the most effective solution. I also learned, thanks to Pauline again, that I didn't have to use so many keywords (I had followed Google's advice), so I narrowed those down as well. To solve the jewelry retouching service problem of irrelevant keywords, I started reading about keyword matching options - and so began the short but crazy period of trying to figure out exactly how it all worked: broad match, modified broad match, exact phrase, exact match. My brain was hurting me.
My PPC friend, who had now become something of a cheerleader and advisor due to the questions I sent him, sent me the link to a WordStream article on Modified Broad Match and why I should use it; the article also included a nice graphic. OK, now that made sense. Thanks! wordstream-graphics TIP: Take the time to fully understand these options and how they work. Choosing the right option will help you save money and improve the effectiveness of your campaign. Tip #4: Make changes based on data, but make one change at a time