PPC Campaigns: Money-Saving Ideas

Peter Prestipino serves up five ways to help you save money on pay-per-click (PPC) campaigns. He explains how to rethink the use of broad keyword matches; use ad scheduling; restructure campaigns; consider vertical and second-tier PPC providers; and monitor negative keywords to prevent them from appearing under certain keyword or key phrase combinations.

When used correctly, the beauty of negative matching is that advertisers can filter out keywords when they do not want their ads shown, Prestipino writes. "If I sell a white paper on selecting domain names and want to attract aspiring domainers, I might bid on the term 'domainer' with a broad match ad type, he writes. "However, I know through my keyword research that I don't want to receive traffic for 'lazy domainer,' a name of a popular blog on domaining. In that case, I would add 'lazy' to my keyword list. Over time, and through trial and error, I have learned that it's absolutely essential to have negative keywords if you have a lot of broad/phrase match keywords in your campaign."

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