[MistyBruce]

One of my campaigns got a lot of clicks during the first week. I was happy with the numbers until I checked the conversions. Almost nothing was happening. Looking at the search terms showed me that I had attracted the wrong audience.

 

[JenniferLam]

I completely agree about checking search terms regularly. One campaign I managed had several irrelevant variations triggering ads. Adding those terms as negatives helped improve the quality of the traffic quite quickly.

 

[ataylor763]

I think a good PPC campaign needs ongoing optimization. Keyword research is only the beginning. After launch, you have to look at search terms, clicks, conversions, costs, and adjust the targeting based on actual data.

 

[smccarthy2231]

I prefer starting with a smaller list of highly relevant keywords rather than adding hundreds at once. It makes the campaign easier to understand and gives you a better idea of which keywords deserve more budget.

 

[tbrown]

One mistake I see often is choosing keywords simply because competitors are using them. Just because a competitor bids on a keyword doesn't mean it will be profitable for your particular business.

 

[tmunoz]

For me, negative keywords and search intent work together. First I try to understand who I want to attract, then I use negative keywords to filter out people who are clearly looking for something different.

 

[Meghantran]

I usually start small with my keyword list. It makes it easier to see what is actually working before spending more.

 

[Menuga Buchanan]

One campaign taught me the importance of long-tail keywords. The keyword had very little search volume, so I initially ignored it. Later, I tested it and found that the visitors were much more interested in the actual service. Sometimes smaller traffic can be better traffic.

 

[AmandaHall]

Search intent has definitely changed the way I approach PPC. I used to focus mostly on keyword volume, but now I look at what the person is actually trying to accomplish.

 

[BrittanyPatterson]

I once added a keyword because it had a huge search volume. I thought it would bring plenty of customers. Instead, most of the traffic was irrelevant. That experience taught me not to judge keywords by volume alone.

 

[Kelly Simmons]

I remember spending an evening cleaning up a PPC campaign. There were so many irrelevant search variations that I hadn't noticed before. After adding negative keywords, the campaign felt much cleaner.

 

[MichaelAllen45]

Negative keywords are honestly underrated. They can save a surprising amount of money, especially when you're working with a limited daily budget.

 

[plynn]

One thing I always check is whether the keyword matches the landing page. If the ad promises something specific and the landing page is too general, the visitor may leave immediately.

 

[SarahHart6]

Hi everyone,

I’ve been working on PPC campaigns recently, and one thing I’ve noticed is how quickly a budget can disappear when the wrong keywords are being targeted.

Start With Relevant Keywords​

I think it’s better to focus on keywords that closely match your actual product or service instead of simply choosing terms with high search volume.

A keyword might get thousands of searches, but if most of those people aren’t interested in buying, you could end up paying for a lot of useless clicks.

Pay Attention to Search Intent​

Search intent is another thing I try to consider before adding a keyword.

For example, someone searching for “what is PPC advertising” may only be looking for information, while someone searching for “PPC agency for small business” could be much closer to becoming a customer.

Understanding the reason behind the search can help you choose better keywords.

Use Negative Keywords​

Negative keywords are really useful for avoiding irrelevant traffic.

Depending on the business, searches containing words like “free,” “jobs,” “training,” or “course” might not be useful. Adding them as negative keywords can help prevent ads from showing for searches that aren't relevant to your offer.

Check Your Search Terms Regularly​

I also think keyword research shouldn't stop after launching the campaign.

Checking the actual search terms that triggered your ads can reveal both useful new keywords and irrelevant searches.

If I notice a search term repeatedly spending money without bringing useful traffic, I’d rather exclude it than keep paying for the same mistake.

Don’t Focus Only on Search Volume​

High search volume can look attractive, but it doesn't always mean better results.

A more specific keyword with lower search volume can sometimes bring better-quality visitors because it matches the customer's needs more closely.

For me, relevance and intent are more important than simply chasing popular keywords.

Final Thoughts​

PPC can become expensive when keyword targeting isn't monitored properly. Starting with relevant keywords, understanding search intent, using negative keywords, and regularly checking search terms can help reduce wasted clicks.

I’d love to hear from others who are running PPC campaigns.

How do you normally choose your PPC keywords, and what methods have worked best for you to avoid irrelevant clicks and wasted budget?

One thing I'd add is that keyword performance can change over time. A keyword that looks promising during the first few days might not perform well later. Regular monitoring and small adjustments are much better than setting up a campaign and leaving it untouched.