Are you an effective pay per click advertiser?

June 4th, 2007 · No Comments

John Ellis has a great post detailing 7 characteristics of highly effective pay per click advertisers. I really like some of the points John makes in this post, specifically #1 (seperate content and search), and #6 Bid Exact, Avoid Broad). These are two very typical mistakes I see “non-effective” PPC advertisers make on a regular basis. Of course if you aren’t doing #6, then you probably aren’t doing #3 (Create a negative keyword list), because you don’t understand the crap broad match can bring with it.

Speaking of broad match, I have to say I am bit impressed with Google’s new negative keyword tool embedded in their keyword research tool when you are logged into Adwords. The thing I appreciate most about the tool, is the numbers it gives in regards to the percentage of impression volume a negative candidate is generating in the campaign. I don’t have enough data yet to see how accurate these numbers are, but it is nice to be able to tell a PPC clean-up client we already reduced their unwanted impressions by 15% simply by adding negative keywords.