To prevent bleeding from using PPC, you need to know the difference between broad match, phrase match, exact match and negative match.

The meanings are:

Â? Broad match is the default setting for all keywords. All searches made using your keyword (in any order or combination) might display your ad.

Â? Phrase match narrows your reach by requiring the words to appear in that exact order.

Â? Exact match further narrows your reach by showing your ad when the exact phrase is used in the search result without any other words before, between, or after.

Â? Negative match eliminates searched phrases you don’t want your ad to appear on, such as cheap or free.

By knowing these four things, it will greatly increase your targeted customers from getting good click through rate and result in paying less in Pay-Per-Click (PPC).

The two fundamentals in doing business is cutting cost and increasing sales to maximize your profits. But what do I mean? Allow me to explain:

Beginner will usually use broad match to reach the world but it would only means directing unnecessary traffic or un-targeted traffic to your product. For example, when people key in ‘golf’ and even if you are only selling golf balls, there will a very high chance that they are directed to your site. Thus, increasing in impression and lowering click through rate. This is an example of AdWords.

Among the three major search engine, Google AdWords is considered as the best of the three major search engines and thus, if you want to go into PPC, you should go into Google AdWords first followed by Yahoo PPC or MSN PPC. Why do we do that?

Google AdWords program is not just better than the other search engine, and in fact, it offers very good keyword compilation as well with more than 70% of the online users using Google for search. Google rewards you with low cost per click as you perform a good keyword research with click through rate of 5% and above. Now, a question remains, WHY?

In Google, their main concern/theme is relevancy. If you are not relevant with what you are selling, Google would inform you to increase your max cost per click and hence telling you that you are not relevant and are wasting their ads spaces.

For example, you are selling golf product and your AdWords ads shows that you are selling dog food. It is a simple case to show that you are not being relevant.

The next on hand is to find out the selling keywords. Selling keywords are words that would identify with what the customer wants to buy or buying now. By knowing the selling keywords well, it will greatly decrease your impression and increase you click through rate which would reduce marketing costs.

By using broad match alone, it will generate a lot of unwanted clicks that are not relevant to the service or product that you are selling. Hence, we can also use broad and phrase match together with negative keywords to reduce unwanted impressions. It will definitely help to reduce your unwanted and un-targeted audiences.