Google AdWords provides a simple, low cost platform for brands and businesses that want to tap into the reach, access and authority of search engine marketing (SEM). AdWords ads appear within Google searches, on the top of the page and on the right rail. By aligning closely with organic search results, advertisers can position their message front-and-center when consumers are actively searching for products, services and keywords relevant to their business—consumers who, more often than not, want what you’re offering.
The key to a success AdWords ad is to ensure your ads appear when they’re supposed to—in other words, when those consumers are searching for keywords and phrases relevant to your business. To do this, it’s essential to select the right keyword matches when you’re developing your campaigns. By leveraging one of four keyword match types to best target your ads and get your message before the perfect audience. Those options to target keywords include:
Target Keywords With Broad Match…
As the name suggests, broad match offers a very broad-reaching sync—and, by default, all keywords are assigned broad match. Under broad match, your ads will be shown again broadly-match keywords and phrases, including synonyms, misspellings and closely-related searches. So, for example, if your keyword is “plumbers” your ads may be shown in searches for “best plumbers” , “drain plumbers” and quite possibly “plummers”.
Target Keywords With Broad Match Modifier…
By entering your keywords with “modifiers,” yours ads will appear in searches for close variations, but not synonyms. Ads may also appear in any number of modified combinations. Using the “ski goggles” example:
Keyword: +ski +goggles
Based on this broad match modifier, ads may appear in searches for “ski goggles,” “goggles for ski” and more.
Target Keywords With Phrase Match…
Phrase matches match entire phrases. If you opt for phrase match, your ads will appear within searches that contain that phrase as-is—though that phrase may appear within a longer search phrase. For example:
Keyword: “ski goggles”
By putting your keyword in quotation marks, you’re signaling a phrase match—in other words, that phrase can’t be broken apart. Your ad, in this case, could potentially appear in a search for buy ski goggles or affordable ski goggles.
Target Keywords With Exact Match…
The most specific keyword designation, exact matches trigger ads to run when that exact keyword or phrase is searched or, sometimes, a very closely variation. If your keyword is “ski goggles” (or, specifically, [ski goggles] to trigger an exact match) your ad would appear in searches for ski goggles.
The broader the match, the more often your ads will appear—and have the opportunity to appear—in Google searches. However, the more specific your keyword matches, the more likely that consumer is searching for what YOU have to say and sell. Try testing a combination of broad and specific matches and see which method drives not just the most but the most well aligned traffic to your site.
Ready to reach more customers more effectively using pay per click advertising? Schedule a time with our pay per click experts and we can conduct a full audit of your Google Adwords account today. Contact us >> HERE
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