Pay Per Click (PPC) advertising is often viewed as a quick way to get traffic to your website. After all, the advertising itself is just a few words so it shouldnt take too long to put it together, get it online and wait for the customers to be delivered to your website on a silver platter. Right?
Maybe not.
Many businesses use most of the words available in their word count to place the name of their business and they dont take advantage of researched keywords. PPC advertisers could be paying more money for their ads then they need to because they havent investigated less popular keywords that are just as effective and provide a similar return on investment (ROI).
In most cases you can even take advantage of a negative keyword. What this means is if you have a company that sells a variety of nuts, you might consider placing a cashews if you dont actually sell cashews. Essentially this eliminates the PPC advertising to show up on any sites that feature cashews.
If you fail to use the negative words effectively you could have a significant number of cashew fans clicking on your nut advertising only to be disappointed that you dont carry their...
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