PPC is very popular since it’s easy to set up and you can make money very quickly with it. The one big downside though is that you can lose a lot of money just as quickly and depending on what type of campaigns or products you’re trying to run, it can get quite pricey and if you aren’t getting conversions, it can get frustrating and expensive very fast.

SEO on the other hand is usually completely free (at least compared to SEO) and the only real downside to it is that it can take a lot longer, sometimes even months before you begin to see any results from it. But then again, it’s pretty much free more or less so you really have to weight the pros with the cons. Are you beginning to see why this is such a heated debate?

I tend to completely disagree with the people who decide to take on definitive side on the matter. If you’re interested in making money online and willing to do whatever it takes to succeed, than you’re going to have multiple PPC campaigns AND multiple SEO campaigns. I mean, why wouldn’t you? Sure, it’s great to have your own opinions on which one is better and why but in the end, you’re going to want to be utilizing different projects for both of them to just monetize your ass off.

Just go ahead and pull out all the stops! It’s a no brainer not to!

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Since banking on someone to put brackets on either side of their phrase on Google search requires quite a bit of faith in the human races computer skills, the phrase match is incredibly useful in it’s role as one of SEVERAL different ways that make up a larger whole. That larger whole being a successful PPC campaign, but we’ll do without the symbolism for today!

I know we’re not touching on anything that’s ground breaking here but hopefully someone will stumble upon this and discover a whole new world of things to add to their PPC campaigns through the use of exact matching, phrase matching and what we’ll be talking about in the third and final part of this series, the negative keyword.

Phrase matching is done best by stepping into the shoes of the searcher. Usually (but certainly not always) phrase match phrases deal with question type terms and thinking in this way will help you either brainstorm your own keywords or plug in some high quality ones into a generator. But like with most things, this is a good rule of thumb for some instances, but NOT all. You never want to limit yourself in any way in Internet Marketing and that goes for the big things and the little things.

The biggest and best thing that you can do though is just test out some keywords. Test out some phrase matches and test out some exact matches. You can learn a lot by reading informational blogs and surfing the Internet Marketing message boards, but in the end you’re are going to want to experience everything yourself so you can better understand it and just conjure up some of your very own experience. It’s a constantly revolving circle so while you might feel and act new now, you’re eventually goin to grow comfortable in giving out little tips here and there to some of the even newest kids.

It’s easy to get exasperated with some of the new people after you hear some of the questions but you just hafta remind yourself that you were there at one time back in the day. Luckily though, someone taught you about phrase, exact and negative keyword matches nice and early so you didn’t miss out!

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However, no matter what campaign you are running, you can narrow down a demographic so that you’re targeting the market who would most likely a) click your advertisement and b) actually convert whatever requirements are given for the sale or lead. Take an anti-wrinkle cream for instance. It goes without saying, but you wouldn’t want to target males at all with that product. You’d also not really want to target anyone under 30 or even 35 because you don’t see a

lot of 25 year old women going around and worrying about the wrinkles they have on their face. You might if you live in Los Angeles, but NORMAL women in NORMAL cities don’t really experience such problems.

So it might sound really simple and like common sense but you can really get into whatever product or campaign you are running and narrow it down to a very specific demographic to up your conversion rates. You could even split test a bunch of different demographics to see which gets you a better click through ratio (CTR) and conversion rate. Then you’d be combining two of the most important aspects of Internet Marketing into your Facebook Ads campaign.

Just because the approval process is easier and less strict doesn’t mean you shouldn’t be customizing every possible thing about your ads. Split test EVERYTHING and narrow down your demographics as specifically as you can. Your wallet and/or bank account will be thanking you in the long run, you can take my word for it!

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