14 Hot Ideas in Free and Paid Search

2. Beware of broad match and content networks. Broad match allows the search engines some leeway in matching your ads against similar search queries. While broad match is a convenient tool and appropriate in some circumstances, often that additional traffic is of lower quality.

Test what happens to your pay-per-click (PPC) sales and your PPC costs when you remove broad match from your top terms. You may find considerable benefit.