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PPC or Pay Per click campaigns are what companies and individuals can use to drive traffic for keywords that users search for. For example the term “football shirts”, has many possible variations. Using Google’s keyword tool we can find alternate keywords that currently are not being used by other competitors, in this effect your bidding amount will be much lower because there is no one else bidding on this phrase. By using exact match [enter key term here] in square brackets, in your keywords your search will only show when this exact phrase is typed. We found at least one phrase “classic football kits” which only one competitor was bidding on, so by using the above method you can research key terms and only target what you want, whilst reducing bidding costs.

The purpose of this is to have cheaper bids placed and find gaps in competitors’ strategies.