Google AdWords is more than just choosing the right keywords. Your first step should be to familiarize yourself with keyword match types before adding new keywords to your campaign. Match types play a crucial role in your campaign because they determine which search queries bring people to your ads.
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Your ads can appear for all kinds of search queries if you don’t manage your match types properly, even ones that have nothing to do with your business. Regardless of how well you chose your keywords, you won’t get very far if you do not use the appropriate match type.
You can use different keyword match types with an AdWords account. I have outlined a quick summary here.
A phrase match option matches keywords with a phrase that you specify, ensuring you only get matched against keywords in which the expression appears.
With a keyword phrase enclosed in quotation marks, such as “marketing strategies,” your ad would be shown when someone searches for marketing strategies in this sequence, and possibly with various additional search terms. For example, your ad could appear for the query “digital marketing strategy” but not for “marketing for a business”, or “marketing a business”. A phrase match is more tailored than an exact match.
Ads using Bing Ads and Google Ads offer a keyword match type called the exact match. Exact match keywords are best for attracting prospects searching for the precise keyword or close variations of the keyword you are promoting. They allow you to achieve much better ROI on your ad campaigns by tightly controlling your advertising budget.
Ads shown in Exact Match are displayed exclusively to customers looking for that exact keyword or a close variation of that keyword. If you choose Exact Match, your ads will reach a wider audience, and you should get a higher clickthrough rate (CTR). If someone searches for a keyword that exactly matches yours, your ads may appear.
Impressions and clickthroughs might be lower using Exact Match, but your clickthrough rate (CTR) will likely be higher. Typically, those ads show up for people who use terms that are almost equally related to the product or service you offer.
You can set the level of similarity between a keyword and a search term in broad match ads. You can match the keyword with one or more matching options, and the default will use a broad match if you do not specify a specific option.
When you choose a broad match, your ad will appear when a searcher enters that keyword, its variations, or similar keywords. Using the Broad match keyword “bulb” will result in your ad showing when a search takes place for similar or relevant searches like “smart bulb,” “led bulb,” and “lighting.”
In AdWords, one of the biggest mistakes advertisers make is adding too many broad match keywords.
How come? By adding a broad match keyword to your listing, your ad will appear whenever Google thinks someone has entered something similar to your keyword. You should only ever use Broad match keywords in exceptional situations.
Broad match has a wide scope. When you use broad match, Google chooses which searches are similar to those you have used. The keywords Google suggests based on your keywords can differ a lot from yours.
Choosing broad match keywords will give Google a great deal of control over your campaign, and this is not a position you would want to find yourself. When you use broad match, you may end up getting many unwanted clicks. Keep your first campaign very targeted and focused on your best keywords when you’re starting.
You could end up spending money on irrelevant search terms and paying for a lot of clicks instead of getting relevant leads. I recommend staying with the other match types in this guide to make sure your campaigns are focused on the right searches.
Broad match modifier
When you add a plus sign to a word, it becomes a broad match modifier keyword. Regardless of what words people type, your ads can appear. The terms may be set apart by additional words either before, after, or in-between. This approach is more controllable than a broad match.
By selecting the modifier version for your ad, people will see ads for search queries that include the keywords you have highlighted with a + sign. By narrowing your target audience, you may be able to deliver your ad to quality, relevant audiences. However, overall traffic will decrease.
You may want to stick with just the exact and phrase match at the beginning of your campaign and see what happens. You can then add broad match modifiers if you want to drive more traffic to your website.
A quick way to create keyword match types – AdWords Wrapper Tool
The AdWords Wrapper tool wraps keyword phrases within ‘quotation marks’ (phrase match) and [square brackets] (exact match) for it to work in Google AdWords campaigns. AdWords Wrapper was the first of its kind, and it does not require CAPTCHA registration. It splits any set of keyword phrases into seven individual keyword lists that AdWords Wrapper will convert.
Using this tool
- The tool has a box (image below) that allows you to enter keyword phrases (one per line).
- You can choose one or more options.
- Click ‘Wrap Keywords’