Google Ads former AdWords is Google’s Pay Per Click (PPC) marketing platform. Essentially, your ads will be displayed on Google’s search website, the Google search network or the display network,  especially when people start a search query. These searchers will be redirected to your site, or a specific URL that you have chosen when they click on your advert.

You have the choice to spend your marketing money to a much selected targeted audience, although Google Ads can cause you to invest a lot on internet advertising. If not properly planned and tested, Ads could be extremely costly. As a publisher, you should carefully choose specific keywords for which your advert will appear on search results. You also need to set the maximum amount of money that you are willing to spend for each click. Since Google Ads is a PPC advertising platform, you must remember that you only have to pay when someone actuall clicks on your ad and drops by your site.

The selection of the right keywords is crucial to your PPC advertising campaign. Play with your chosen keywords and you will soon realize that certain keywords are effective, while some can be very expensive to maintain. It takes a lot of creativity and careful study to be able to come up with the perfect keywords that highly tell your company. Google suggest using different spelling variations and plural versions of your keywords to reach your target audience. Keep in mind that every Internet searcher is different, and they don’t think alike. You have to think like a searcher and cater to their search queries.

Try out the different keyword matching options once you have a list of your selected keywords. You can try ‘exact matching’ of keywords wherein it requires you to place square brackets around your selected keywords. Your advert will only show up when Internet searchers search exactly the same phrase as your keywords. Or, you can also try ‘phrase matching’; same with ‘exact matching’, but your advert will still be displayed in the search results even if other words are present in the search. And the final option is ‘negative matching’; this restricts the number of possible non-relevant clicks on your ad. It makes sure that your ad is not shown to users who will not be interested in your products or services.


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