This is where many businesses fall short. They set up their ad account and are baffled as to why it's not producing results. Google makes it very simple for companies to launch their campaigns using a match type called "Broad Match." Unfortunately, many businesses neglect to add Negative Keywords, which we will discuss below. The proper setup and monitoring of PPC campaigns have yet to be widely understood, and as a result, Google earns billions of dollars every year from this common mistake.

Broad Match triggers ads when terms in the keyword appear in a user's search query and shows ads for related search terms. This gives Google the power to display your ad for anything they deem relevant to your keyword, regardless of whether it aligns with your target audience. For instance, using the keyword "Plastic Surgeon Miami Florida" with Broad Match setup, Google could easily show your ad to someone who searched "Weather Miami Florida." Simply because Miami and Florida are included in the search query, resulting in a wasted budget on people not in the market for your services and potentially damaging the campaign's quality scores and visibility to those interested.

While you can use your Broad Match keywords with certain exceptions, this depends on the advertiser's goals and requires close monitoring by a PPC consultant and an extensive list of Negative Keywords to prevent ads from being shown to individuals outside the target market.

We construct campaigns using Google's available keyword options, which currently include three types: Broad Match, Phrase Match, and Exact Match. We use these three options to optimize keywords and phrases based on the campaign strategy. The implementation of these options will vary depending on the campaign objective, whether to generate leads or increase return on investment. These are some of the integral elements of each campaign.