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by Mike Essex on 17th September 2010
Exact match keywords are highly important to businesses attempting to drive sales through Google AdWords.
This is the suggestion of Search Engine Watch commentator John Lee, who told users of pay per click management services that such keywords are generally consistent performers for online marketers, bringing in higher click-through rates.
"If you're running a pay per click campaign without running exact match keywords, you should take a serious look at your strategy," he advised.
Mr Lee added that broad match keywords are also useful, acting as a "talent scout" which can test out variations to see if they will bring in new customers.
Earlier this month, Google AdWords launched a dedicated small business website, which is designed to help companies with their online strategies.
Entrepreneurs are able to pick up best practice tips from each other, as well as accessing information on how to run the most successful AdWords campaign possible.