Target specific keywords in PPC
 

Don't do broad match. If you go after particular keywords by doing the exact match, what'll happen is your ads will only show up for that particular keyword or phrase. When you go too broad, you're going to end up paying more per click because Google's going to be showing your ads to a lot of people who aren't clicking. So make sure you add in negative keywords.

There are three keyword match types
Broad Match.
Phrase Match.
Exact Match.

There are three keyword match types
Broad Match.
Phrase Match.
Exact Match.

We used the example of REI.com as a competitor to find keywords for a campaign advertising rain jackets.