Tips to Reduce your Search Engine Advertising Expense and Increase Conversions

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There are a number of ways to do this including:

Key Phrase Match Type from Google:

Broad Match

This is the default option. If your ad group contained the keyword bowling ball, your ad would be eligible to appear when a user's search query contained bowling and ball, in any order, and possibly along with other terms. Your ads could also show for singular/plural forms and synonyms. For example, you ad might show on bowling ball or bowling lane.

Phrase Match

If you enter your keyword in quotation marks, as in "bowling ball," your ad would be eligible to appear when a user searches on the phrase bowling, in this order, and possibly with other terms before or after the phrase. For example, your ad could appear for the query orange bowling ball but not for balls for bowling or bowling bag. Phrase match is more targeted than broad match, but more flexible than exact match.

Exact Match

If you surround your keywords in brackets - such as [bowling ball] - your ad would be eligible to appear when a user searches for the specific phrase bowling ball, in this order, and without any other terms in the query. For example, your ad wouldn't show for the query orange bowling ball or bowling shoes. Exact match is the most targeted option. Although you won't receive as many impressions with exact match, you'll likely enjoy the most targeted clicks - users searching for your exact keyword typically want precisely what your business has to offer.

Experiment with these types of Key Phrase match types to see what works best for you. In most cases you will see a lower cost per click and higher conversion rates.

Geo Targeting Ads for Local Terms

In some cases adding a city name or region name to a key phrase helps target visitors in National or Worldwide campaigns.

For local campaigns, ads showing up only when people search from a specific location, use broad match terms can be used with confidence in knowing that

B2B and B2C

Business to Business campaigns usually have a lower ad impression and and click volume. Conversion rates can still be good when making sure that the ad text is specific and the landing page is relevant to the ad.

Business to Consumer

Traffic for key phrases that target consumers tend to have a higher volume. The trick is to expand the key phrase list to be more specific to the offer or call to action. Make sure that the ad text is specific and that the landing page is relevant to the key phrase and that it has a specific call to action.

Landing Page Call to Action

The call to action on specific landing pages is vital. We recommend that the call to action be above the fold of the web page. The call to action should be valuable to the visitor and specific to the goals of the website.

Test, Measure, Refine and start again

Each target audience and each website is unique so it is important to test the variables that are mentioned above to fine tune your search engine advertising campaigns to get the best results and to meet your business objectives. It's all about finding the Keywords and Key Phrases that give you the best ROI.