On the face of it, PPC – that is, Pay Per Click – advertising is pretty simple: you enter keywords into a PPC platform like Google Ads, and then leave your ads to appear in front of people who search using those keywords. However, problems could start as soon as, well, you enter the keywords.

That’s because it might not always be obvious exactly which keywords you should select if you want to attract enough of the right people to your site. So, if your PPC efforts aren’t bearing much fruit, here’s how you could tweak your keywords to bring better results. 

Don’t stab in the dark too much with your keywords

In other words, don’t opt for overly broad keywords out of concern that, otherwise, you wouldn’t be casting a large enough net. You have to remember that PPC requires you to pay for every click your ads attract, hence the term “Pay Per Click”. Therefore, you want people to buy from you, not deplete your bank balance by clicking on those ads without making a purchase. 

You should generally avoid bidding on your brand’s name or your competitor’s, as these wouldn’t be keywords that, when used in Google searches, result from serious purchase intent. 

Specify what keywords you don’t wish to appear for

You can specify those keywords – negative keywords, let’s call them – to Google, and it’s a much-underrated feature. If you overlook it, you may too easily end up in ads clicked by people who just aren’t close enough to your model of a target customer to want to buy from your company. 

If you are unsure how this negative-matching system works, just contact our PPC experts, who can guide you through it using easy-to-follow terms. We can recommend various measures you could take to get your Google Ads account firing, as part of our complete, transparent and target-based PPC management service.