Exact terms 'important for PPC marketing'

13th August 2008

Businesses are likely to see success in their pay-per-click (PPC) campaigns by focusing on specific terms rather than generic keywords, according to one publication.

While broad matches will help to increase the number of people looking at a company's ads, this will not necessarily be beneficial as they may not be looking for that specific organisation, Crain's Manchester Business said.

It advised marketers to focus on the key phrases that customers are likely to use in order to save money on unnecessary terms and to look into long tail keywords, perhaps with a focus on location.

"Remember that Google rewards you for offering visitors an expedite service and aligns your ability to achieve this to server speed," the publication added.

"A faster site can pay less and place higher than a slower competitor."

According to a post by SEO Book author Aaron Wall on Search Engine Land, long tail keywords may help brand new websites to achieve higher rankings more quickly.