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What is PPC?

PPC stands for Pay Per Click. It means that you only pay a fee when someone clicks on your ad. There are other cost models, such as CPM, in which you pay for your ad to be shown, regardless of whether it is clicked or not. With PPC however you ad can be shown 1,000 times or more, and if no one clicks on it, you won’t be charged a penny.

Which is the best match type?

No match type is better than another, but they have different purposes. It is a question of relevancy. Exact match keywords will only be match when a user searches for that exact phrase, and nothing else. Phrase match on the other hand matches when your keywords are searched for in that order, even though there may be other words in the search term. So for example, if you were bidding on “Restaurants in Melbourne” and someone searches for “Cheap Restaurants in Melbourne”, you ad would show under phrase match, but not under exact match.
Broad match brings even more confusion. Under broad match, as long as any of your keywords appear anywhere in the search term, your ad will show. This can be helpful, as in the example above, you would still want your ad to show when someone searched for “Cheap Melbourne Pizza Restaurants ”. However the problem is when people search for irrelevant phrases which happen to contain your keywords. For example, when someone searched for “Sydney Restaurants” or “Melbourne Car Hire” your ad would show, and in this case, you certainly wouldn’t want that.

Last of all, we have Modified Broad Match. In Modified Broad Match, your ad will show if all of the words you choose appear in a search term, regardless of the order. This gives you more control over which phrases you show for, and results in not being matched to so many irrelevant searches. You still have to be careful though, since even if all of your keywords are present in the search term, you may not want to show. This may sound strange, but if you are bidding on Melbourne Restaurants under Modified Broad Match, your ad will show when someone searches for “Worse Restaurants In Melbourne. Obviously, this would not be ideal.
One way around this is to use negative keywords. This is a useful strategy to filter out irrelevant searches. You can put words like “Worst”, “Sydney” or any other terms which you do not want to show for.

In conclusion, I find that in almost every case, a mixture of the various match types is the best strategy to undertake. In many cases you need to be careful not to broad match everything, as this can result in matching to highly irrelevant phrases, and costing you poor quality clicks.

What does long tail mean?

In Search Engine Marketing, the length of the tail refers to the length of a search term. A simple search term like “Hotels in Melbourne” would not be described as long tail, but the phrase “Hotels under $100 for Christmas in Melbourne” would be considered long tail. The reason that some PPC experts develop a long tail strategy is because there is less competition for clicks on the longer tail keywords. It also allows us to deliver more relevant, targeted ads. Search terms which are only 2 or 3 words long tend to have higher competition, meaning that they are more expensive to bid on, and they are also more generic phrases, and therefore potentially not as relevant.

Which is better, PPC or SEO?

PPC and SEO (Search Engine Optimisation) have been compared many times by many different people. Although I am no SEO expert, I feel that the benefits of PPC outweigh the benefits of SEO. With PPC you can see instant results. Within minutes of setting a campaign live, your ads start to show, you start to receive visitors and you start to make sales. This is obviously not the case with SEO, since it can take weeks or months to climb up the rankings.

PPC is also more controllable and measurable. You have control over your keywords, your budgets, and your ads, and you can measure how well they are performing and optimise accordingly. With SEO however, you are at the mercy of Google’s algorithms, which are liable to be changed at any time. You cannot create campaigns, targeting different market segments, different geographical areas, you cannot measure the campaigns success on a segmented level. You can do all of this with PPC.

SEO also requires a large up-front expense. Contracting a SEO expert can be very costly, but with PPC you can start a campaign running for very little expense, indeed with the generosity of Google’s free ad credit, you can try it for free.

The main advantage of SEO is that in theory, once you reach the top of the rankings, the job is done and you need not incur any more expenditure. But just wait until a competitor contracts a better SEO agent than you, or heaven forbid, Google overhauls its algorithms again, and this may well not be true at all.

What does an AdWords professional do?

AdWords Professionals spend time on various tasks during the working day, and this is largely dependent on their position. An account manager, for example, will spend a significant amount of time monitoring and optimising their AdWords campaigns. In monitoring a campaign, an AdWords professional uses his or her experience to judge whether the campaign is performing effectively, and what can be done to improve performance. The aim of optimisation is to improve the performance of AdWords campaigns over time, and this is done by making small and regular tweaks to the campaigns – for example, altering ad text, tweaking CPC bids, adding keywords or adding negative keywords, amongst others. After the changes are made, the account manager will monitor the results and look for further optimisation opportunities.

How much should I spend on PPC Marketing?

This is another impossible question to answer precisely as it depends on the size of your business and how quickly you need results, amongst other things. I always advise my clients to start out with a small budget, one which they feel is affordable, and allow me to set up the campaign and optimise for a month or two. Then when they see the return on investment they are getting, they almost always decide to increase their budget.

To ask your own question, please feel free to get in touch with me here, and I will do my best to answer!