The Simple Complexity of Pay Per Click (PPC) Advertising

While the campaigns may have contained relevant ad copy and led users to helpful landing pages, there was no sufficient targeting. In other words: this person’s ads were displaying for a multitude of search queries – many of which did not actually pertain to the advertised product or service.

Only broad match type was implemented without negative keywords. In other words: the person spent a marketing budget on impressions and clicks without considering how to actually gain new customers. For any advertising campaign – including a PPC campaign – to work, it must consider the complete sales-process.

Accomplishing desired goals connected to new customer acquisition requires precise and accurate targeting in PPC campaigns. Like the kind of targeting the gif, below. But, just with a much happier ending: more sales for your business rather than a concussion. Using several match types (broad modified, phrase, exact, and others) as well as negative keywords could have prevented several unwanted impressions and costly clicks for the person in this story.