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The Truth About Pay-Per-Click Search Advertising by Kevin Lee

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Truth 29. Broad match keywords

Think you only get traffic on the keywords you buy? Buying traffic based on keywords is simple, right? You pick the keywords you have an interest in and that’s the traffic you get to your site, right? WRONG. Unless you specify otherwise, most engines use broad match as the default when you set up your campaign. You might think you know what broad match is and the kinds of keywords that trigger your ad being shown (and therefore cost you money) when searchers select your ad. You might be in for a broad match surprise, which might include misspellings, synonyms that are not as similar as you might prefer, and even typographical errors on domain names (both your own and those of the competition). For the ...

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