After you have pulled together a list keywords you are looking to bid on, insure you ad them to your campaign as a Broad and Exact match. If you have two or more words in a key phrase search term, try adding phrase match to this too. This means that the ad will only fire when a user searches for keywords that appear in the same order as they do within your phrase matched key phrase.
Negative keyword matching is very important, especially when you have lots of generic key phrases in your campaign. If, for example you are trying to sell a range of sports wear, but you dont sell Nike products, by using the negative key term Nike, you can insure that your ads do not show when a user searches for Nike running shoes or Nike track suits, but do show when the user is searching for running shoes, or Reebok tracksuits. This can save you significant ad spend on unwanted clicks.
For more insight, look at the bounce rates associated with your current key phrases. If bounce rates are above 50%, it could well mean that you need to look closer at the traffic coming in to your site, particularly from your broad matched PPC terms.
If you want to know more about Redweb Search, please drop an email to search@redweb.com or give us a call on 01202 779944.