Use keyword research to cut wasted PPC spend

Paid search burns money on clicks that never convert. Good keyword research stops most of it before it starts.

Find your negative keywords

Searches with "free", "jobs" or "definition" rarely buy. List them as negative keywords, and your ads stop showing for them.

Choose match types on purpose

Broad match finds new ideas; exact match spends on proven ones. Start broad in a small test, then move winners to exact.

Bid on intent, not on volume

A small keyword with clear buying intent often beats a large, vague one. Volume is attention; intent is revenue.

Check the search terms report every week

It shows what people really typed before they clicked. Every week it gives you new negatives and new winners.