Keywords

Keywords are an important part of online advertising and Search Engine Optimization (SEO) because they help match your ads to what people are searching for on search engines like Google.  By choosing the right keywords you can drive targeted traffic to your website and increase visibility.  If you have a limited budget, it’s important to avoid overly broad terms because it quickly uses up your budget.  For example, using your website’s name as a keyword can be both an advantage and disadvantage.  It can help bring attention to your site if you're just starting out.  As your brand becomes more known, bidding on your own name may become an inefficient use of funds as people searching for it are likely to find it organically.  To make the must of your ad spending, use negative keywords because it excludes from your ads and can prevent your budget from being wasted on irrelevant traffic.  Strategic keyword selection and the use of negative keywords are important to maximizing your advertising budget and help you reach the right audience for the best return on investment.