The most common problem we hear at Buzzin Fly is when a business attempts to set up a Google AdWords PPC campaign with no experience.  Initially they are excited by receiving a large influx of traffic, but then deflated when invoiced by Google at the same time as receiving little or no return on their investment.

The result of this first impression for many SME’s or small business is to claim ‘PPC doesn’t work for us!’

But we have turned around the fortunes of many businesses with a well managed Google or Yahoo PPC campaign that giving a business good leads and a regular stream of revenue.

free lady chatterley s lover The main culprit I see causing this problem is a list of keywords using a Broad Match.

There are three types of keyword matches, and as a general rule a broad match will offer you the highest CPC (Cost per Click) with the lowest returns.

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Broad Match
If your keywords list uses a broad match it means that, where a particular keyword uses two or more words, a match will take place for one or more of those words.  For example: setting a broad match for ‘web site design’ means your PPC advert can be shown when someone searches for anyone of those words.

A PPC broad match works like a catch-all; and the problem is that those three words can mean something completely different when used with other searches, ie spider’s web, building site or interior design.

The other two, Phrase Match and Exact Match are much more concise and therefore offer much higher rates of return; and as they are less popular, can offer a lower CPC, too.

Phrase Match
Using the Phrase Match in your Google PPC keywords list will help to focus on the relevancy of the search results and whether your campaign matches that of the actual search term, itself.  By placing keywords in “speech marks” it tells Google that your campaign should only be listed where all the keywords are used in the order you have written them.  But it also allows other words to be included within the search phrase, too.

For example, if we had listed “web site design” then our campaign would be shown for the following Google searches:
web site design
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web site design in London
web site graphic design

The only stipulation is that all the keywords are included, in the order you have written.

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Exact Match
Generally speaking, listing your keywords using Exact Match will reward you with the highest returns; and in some cases, for the least CPC.

To use the Exact Match your Google PPC keyword must include [brackets].  An Exact Match will only show your campaign if a Google search matches your keyword list, exactly.  A Google search for web site design would show your Google PPC campaign advert if you had listed [web site design] only.

When Buzzin Fly set up a new campaign for a client we would test the water by using all three keyword search terms: broad match, phrase match and exact match.  We would then collate and analyse the statistics of the traffic and lead generation reports, and build a much more focused and concise campaign depending on the results.

When managing and monitoring our clients Yahoo and Google PPC campaigns we offer the best results and a high return on investment (ROI), no matter what industry or business, big or small.

We do not use automated bidding software and we do not outsource any of our services.

Many Search Engine Marketing (SEM) and Internet Marketing companies now use automated software to manage customer accounts.  These systems do not give the customer a good return.  They simply give the unscrupulous marketing company increased profits by spending less time managing campaigns.

Buzzin Fly offer Pay Per Click (PPC) Management for clients as a stand-alone service or as part of a complete Internet Marketing programme.  We also provide a one-off Google or Yahoo PPC Setup service which allows you to take control of your own PPC management knowing that your campaigns will offer you good leads and potential customers.

For more information on these or any of our other Web evelopment or Internet Marketing services please contact us now on +44 (0)1634 322 721 or by email.