PPC keywords and ad text

PPC keywords and ad text

PPC keywords

The use of PPC (pay per click) negative keywords, sometimes called excluded keywords, is an easy way to avoid unqualified traffic that drive up your overhead costs. A PPC (pay per click) campaign drives qualified traffic to your website for the purpose of increased visibility and sales. The list of specific keywords targets only those searchers who are looking for your specific product. However, you can always count on a broad match keyword bringing up your ad on the search engine even though the query is not a match for your product. If the searcher then clicks on your ad, you will incur a charge for an irrelevant click. Creating a list of PPC negative keywords will lower the chance of this type of occurrence and refine the positive keywords for web spiders.

The best time to create a PPC negative keyword list is at the outset of a PPC campaign. Every search engine may have a different format for PPC negative keyword listings but a common format is the use of the negative symbol. Once you have created a negative keyword list, you will also find that it applies to several campaigns across the board. It is wise to review and update the list as your product or website changes.

What Are Text Link Ads?

Text link ads are simple hyperlinks placed on one web page that points to another. The reason why they are so important is because one of the biggest factors in Google’s algorithm to index URLs in a SERP is Page Rank. Page Rank is how Google quantifies a websites quantity and quality of links on other pages that point to their own (i.e. back links).

When one website points to another, it counts as a ‘vote’ in that target site’s PageRank. The more popular (higher PageRank) a site is, the more weight the vote carries. Thus, a text ad on a very popular site can help the SERPs of a new site tremendously.