Know which searches really convert
Broad keywords bring volume, but not always buyers. Review your search terms report to see the exact phrases people typed before clicking.
Keep the phrases that lead to enquiries and cut the ones that never do.
A useful starting point
Download last month’s search terms report and highlight every phrase you would never want to pay for.
Use negative keywords generously
Negative keywords stop your ads showing for irrelevant searches such as “free”, “jobs”, or services you do not offer.
Add new negatives every week during the first months of a campaign.
Match ads to landing pages
A click is only the start. The landing page should repeat the promise in the ad and make the next step obvious.
Sending every ad to your homepage is one of the most expensive mistakes in PPC.
Your practical checklist
- Review the search terms report weekly.
- Build a shared negative keyword list.
- Pause keywords with spend but no conversions.
- Send each ad group to a matching page.
- Track calls and forms as conversions.
