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As with all keyword search, deciding on the relevant keywords for your pay-per-click campaign is important. Your keyword list are the terms you select to trigger the display of your ad. This is one of the most important steps toward a successful PPC campaign.

In this particular area of internet marketing, more is not necessarily the best strategy. It’s best not to collect hundreds of keywords for your campaign. What this will lead to is a bad campaign that gives you a low click through rate, little traffic and instant consumption of your ad budget.

Rather decide first of all what specific page or product you would like to promote. Determine the URL to which your traffic should be directed to and based on the answers to what you wish to achieve you then set up a list.

Write down your list of keywords, or use a relevant software application such as a spreadsheet and shuffle them around into groupings of relevance. There are some points to bear in mind.

The first one is to make sure you don’t have duplicate keywords for different campaigns. Don’t cause confusion. Another point is to group your keywords in such a way that they are relevant to the ad group and what you would like your users to do.

Limit the number of keywords in each group and avoid the highly expensive ones which will kill your ad budget within a very short time. Rather create your own longer keyword phrases which you will be able to bid for at a far lower rate.

Also remember that you can test everything. You can check your results and work out which keywords and what ads are giving you the best returns. Provided you check your results regularly, you will be able to pick up which keywords and keyword phrases are expensive and are providing poor results.

Keywords concentrated on relevant groupings related to each other tend to deliver the most effective return. This concept is also referred to as matching your keywords.

There are different match types. Broad match allows your ad to show on similar phrases and relevant variations. It will give the greatest number of impressions. It could of course also mean that your ad might not be relevant enough to the user translating to lower CTR or if there is a click through the user might not be interested in what you are offering.

Match your phrase allows your ad to show for searches that match the exact phrase. You would use quotes around your “keyword” to show your selection of this keyword matching option.

The exact match allows your ad to show for searches that match the exact phrase exclusively. You indicate this selection by placing brackets around your keyword phrase. And finally you may have a negative match shown as -keyword. This ensures your ad doesn’t show for any search that includes that term.

With some options, you’ll enjoy more ad impressions, clicks, and conversions; with others, you’ll get fewer impressions and more narrow targeting. By applying the appropriate matching options to your keywords, you can best meet your budget as well as get the maximum return possible on your adspend.