if you’re like most Internet marketers are now entrepreneurs, you’re full use of major search engines advertising to increase traffic to your site. After all, even if you have the best product, the best website layout and design-if you don’t have traffic to your website-it is “just a beautiful website”. Getting traffic to your website must be a high priority for success on the Internet. Advertising campaigns on major search engines are a major strategy and technique to get traffic to your website.
So once you make this decision, you will soon face the next challenge. This is not as simple as it sounds at all. Of course, if you have money, you can get millions of clicks right away. Getting target traffic quickly becomes your next big challenge. After all, the secret of this type of advertising is to reduce your cost per click (CPC) and maximize (increase) your overall return on investment (ROI).
The best technique to achieve this is to apply the “keyword matching” option correctly. There are four different ways to ensure that your advertising campaign is targeted at your target audience and potential customers. They are: wide match, phrase match, exact match, and negative keyword match. The general description of each method is as follows:
Broad match: As a starting point, broach match is the default option for most search engines (such as Google, Yahoo, etc.). When you include a common keyword or keyword phrase in your keyword list, your ad will appear and return several variations of the search term. For example, if the user’s query contains baseball caps, the ad will return the words basketball and cap in any order, and possibly other terms. Ads will also automatically appear in expanded matches (including plural variations of terms). Because broad matches are sometimes less targeted than exact matches or phrase matches, you should create keyword phrases that contain at least two descriptive words. You can also try the keyword tool and the other three matching options to further optimize your goals. Finally, keep in mind that other advertisers may have bid on the same broad-match keyword combination to trigger your ad and increase your actual CPC amount. Using exact match, phrase match, or negative match can help you reduce costs. Phrase matching-if you enter your keywords in quotation marks, such as “baseball cap”, your ad will appear when users search for the phrase baseball cap, in this order, and may be in query with other conditions. For example, your ad will show that the query is suitable for baseball caps, but not for baseball caps. Phrase matching is more targeted than broad matching, but more flexible than exact matching. To ensure that your ads are as targeted as possible, you can include at least two descriptive words in your keyword phrases.
Exact match-if you enclose the keyword in parentheses, such as [baseball cap]-when a user searches for a specific phrase baseball cap, your ad will appear, in this order, and there are no other terms in the query. For example, your ad will not show baseball caps that match the query. Exact matching is the most targeted choice. Although you probably don’t like this search method, you probably won’t like this search method.
Negative keywords-If your keyword is baseball caps, and you add a negative keyword-fitted, your ads will not appear when users search for fitted baseball caps. You can apply this option to keywords at the ad group and activity level.
If you think about it, this is a “win-win” situation for you and your potential customers. They won’t be taken by search engines to websites that have nothing to do with what they originally searched for. Since you pay for clicks from Internet searchers who are not interested in your product/service, this is an ideal choice for you and your potential customers. Recognizing and applying these simple techniques correctly will ensure that your advertising revenue gets the maximum return, while increasing your “target” traffic. To learn more about the benefits of keyword matching options, check the “FAQ” section of the search engine application you are using.