When building out your pay per click campaigns, an important area to pay attention to is keyword matching options. While this functionality is called slightly different things depending on with pay per click service you are using, most major PPC engines offer a variety of keyword match types. Understanding these types and utilizing them for your benefit can mean the difference between a successful ppc effort and a failed one.

Why so dramatic? Well, I can’t help myself as getting the keyword matching options wrong can ‘clean out’ your advertising budget faster than you can say ‘why didn’t I pay attention to that?’

You see, just because you are bidding on a particular keyword phrase, for instance “blueberry” doesn’t mean that your pay per click ads won’t show for something related, but totally not offered by your site, like “blueberry colored automotive paint”.

Obviously, if your site is offering blueberry recipes, a visitor searching for auto paint is likely not going to become a customer of yours(though you have to wonder what kind of a person would paint their car that color anyway).

Regardless, the keyword matching options are there for your benefit and should be used exhaustively to give you the best return on your pay per click advertising spend.