“Focusing on quality [backlinks] over quantity is what can help to protect your site as Google updates.”
When bidding on a keyword in your PPC campaigns, you need to choose a keyword match type, which tells Google how aggressively or restrictively you want it to match your advertisements for keyword searches. Broad match will consider maximum search queries for your ads. It should typically be used for products that are generic and targeted at a large audience. For example, ad campaigns for shoes can use broad match keywords, as they target a larger audience and are generic products..
Phrase match would consider limited and more relevant search queries for your ads. It should be used for niche products targeting smaller groups. For example, sports shoes are more specific products and target a specific and more defined audience.
Benefits of using negative keywords:
- Negative keywords or phrases are the best way of not displaying your ads to those people who are least likely to click or engage with them.
- Negative keywords can block your ads from being displayed on SERPs for specific terms or key phrases.
- Negative keywords can be applied at campaign and ad group levels. It would not be wrong to say that keywords play a vital role in how your content or website is ranked in the search engine results.
Various people make spelling mistakes or type variations while entering phrases in search engine boxes. For example, Americans write “favourite” while Europeans and Canadians call it “favourite.” You can rank these misspelt keywords to drive lots of traffic to your web pages.
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