Two keyword match techniques may benefit your overall return on PPC investment, generating more traffic and improving targeted results for visitors, according to Matt. These techniques can work
alongside traditional strategies to display exact matches in ads on your site when someone searches for precise words.
Matt suggests adding a list of negative keywords to prevent an
advertisement from being displayed for ambiguous search terms or when specific words are added to key phrases. Using broad matches is another technique that not only returns your ads on exact keyword
matches, but for match results that display ads when topically related keywords and strings of keywords are entered.
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