Keyword matching options in Google Adwords - 3 more options
Yesterday we looked at adding negative keywords to your Adwords campaigns, to filter out searchers who don't meet your criteria. Today, we're looking at the 3 main matching options you need to consider: broad, phrase and exact match. These options get progressively more specific, with exact match likely to give you fewer impressions but perhaps a more focused result.1. Broad match is the default. Taking yesterday's example and entering Dubai Holiday into Adwords, your ads will appear whenever anyone types those two words into a search, in any order and along with any other terms. Broad match can help you save time in setting up a campaign as you don't need to enter every combination of your particular phrase, but be careful - it can generate a lot of unwanted impressions, thereby increasing your CPC, and unwanted clicks that cost you money.
2. If you want to be a little more specific, use phrase match. Do this by adding "Dubai holiday" in quotes. In this case, your ad will only appear when a searcher has entered those words in the order you specified. Your ad will still appear if other words are wrapped around your phrase eg cheap Dubai holiday. As with broad match, you should still consider including negative keywords with your campaign to filter out those searchers you don't want.
3. Finally, exact match, eg [Dubai holidays] will display your ad only when a searcher enters the exact phrase you entered - ie if they include any other word with Dubai holiday, your ad will not be triggered. Therefore, you will have filtered out searchers looking for 'cheap' or 'bargain'. However, you may have also filtered out those searching for 'exclusive' or 'tailor made' so you need to be careful - your best bet is to enter all the various combinations of terms you want to be found for. If there's too many, then use phrase match and negative keywords.
Exact match will give you fewer impressions and therefore less potential traffic than the broad or phrase match, but the traffic you do receive will be much more targeted and therefore more likely to convert into business for you.
If you want to know more, Contact SearchPath Internet Marketing.
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