PPC Tip – Are You Spending Too Much on Irrelevant Keywords?

Nick Winkleblack
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Optimizing your search terms to capture as much exact match traffic as possible is one of the most important facets of running a successful AdWords campaign. Here’s a quick check to see how much you are spending on Exact, Phrase, or Broad Match Search Terms so you can begin to optimize your AdWords campaign: Open your AdWords accounts and download your keywords. When the download screen appears, segment the file by Search Terms Match Type: PPCTip_article           Open the file in excel. Create a pivot table with Match Type in the Rows field and Cost in the Values field. In the Cost column, show values as % of Column Total. This will give you an idea of the percentage of total for each Match Type: PPCTip2_article               The result should look like this: PPCTip3_article       Now we have a starting point for optimizing our keyword structure. In this case, a lot of the traffic and spend is going to broad match keywords. If we aren’t working the search terms report daily we may be bidding on keywords that are not relevant to the account or to a particular campaign. Ideally, we would have a higher percentage of the keyword traffic and costs  associated with exact match keywords, but the benefit of this analysis is that at least now we have a benchmark to work with going forward.

Nick Winkleblack

Director of Business Development

Nick Winkleblack is the Director of Business Development at Mad Fish. Connect with Nick on LinkedIn and Twitter.

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1 Comment. Leave new

Seo India Inc.
February 1, 2016 2:13 am

Most of the companies are willing to spend thousands of dollars on Adwords, PPC and SEO, but will hardly devote any time required to select best keywords and to filter out useless keywords from their marketing campaigns whether on SEO or Paid Advertising channels such as Adwords.

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