HOW TO: Match Your PPC Ads to User’s Search Queries

by Adam Lundquist
A fundamental rule of pay per click is that you want your ad to match the user’s exact search as closely as possible. This close match informs Google, as well as the user, that yours is the ad to click on. As a bonus these closely matched ads have the highest click through rates. These high click through rates increase your quality score….. and this means a lower cost per click for you.Read the full article