How To Make Your Budget Stretch

Writing by Pay Per Click Journal on Wednesday, July 9, 2008 Comments Off

The Yahoo! Search Marketing Blog had a great post yesterday on budget smoothing. What that means is they run your ads throughout the day to spread your budget out over the whole day so you don’t run through the budget before the day is out. That’s why you may go up during certain parts of the day and not find your ad running. Truthfully, all the search engines do it.

There are ways to keep those ads running longer. Yahoo! Search Marketing Blog recommends increasing your spend limit or selecting less popular keywords that don’t cost as much. Those are good recommendations, but there are other ways to keep your budget in check as well.

One way is to use the phrase match and exact match keyword match tools. And you can also use negative keywords to tell the search engines not to display your ads if certain keywords show up. For instance, if your targeted keyword phrase is “silver bullet” then you can use “silver spoon” as a negative keyword phrase to keep your ads from showing up for that phrase.

Put a little more thought into keyword matches and try to think like a searcher. What will they see when they search for certain phrases? Is that what you want?

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