1. Avoid Broad Match Keywords
Whilst the use of broad match keywords can be worthwhile in the right hands, they can be lethal to the unseasoned amateur. Be warned… Using nothing but broad match keywords will burn you.
Broad match keywords are a very basic match type, and if used, will result in your ads appearing for a search query that is vaguely related to the targeted keyword. For example, if you use broad match keywords for the term ‘car insurance’ it is quite likely that your advert will also appear for terms that include ‘caravan insurance’ or possibly even ‘holiday insurance.’ This will result in a strong flow of unwanted and irrelevant traffic to your site. (more…)