This agency was bidding, broad match, on perfectly reasonable terms such as “advertising agency”, “marketing companies”, etc. I pulled a "search query report" from AdWords to see what actual searches matched their keywords and - I'm not making this up - they had recently paid for a search click"Toilet seat. “How it fit any of those terms, I can't say. So if you don't know what you're doing, if you're just starting out, I recommend using the exact match and also the approach with the benefits. It allows words to be in
different orders and other words to be present, but it guarantees that the words you specified will be in the query. This should ensure that you don't bring anything too crazy. Regularly running search query reports and then adding negatives to the account is essential to maintaining jewelry retouching service account performance. Google's matching algorithms seem to drift and change over time, as do searcher interests, so you'll always see new queries popping up. But a well-managed account, in my experience, should have no more than 0.5% to 2% “wasted spend”. Good user experience If you're leading people somewhere,
that somewhere better be pretty convincing. Google understands this and has built features into AdWords to support great search experiences, with a particular focus on relevance, performance, and landing page quality. Landing page relevance Relevance and a great user experience are key to inspiring people to take action. User experience is closely tied to targeting; if you're targeting people with a particular interest or intent, they probably deserve a dedicated landing page that talks about their issues and concerns.