As you probably know, Google Adwords is a pay-per-click solution offered by Google. As with other PPCs, you are given the ability to place your small advertisement on various platforms controlled by Google. While the platform provides you with a large audience, you must manipulate your
keywords to generate success.
Matching Options
When running an Adwords campaign, you can and should define when your keywords will appear in search results. To do this, you can select matching options for each of your keywords to either reach a broad audience or target a niche.
The Google Adwords platform allows you to select four matching options:
Broad Match
Broad match is the default setting for an Adwords campaign. Broad match means your ad will appear in search results when an.combination of the words in your keyword phrase search. Many an advertiser has learned expensive lessons using this setting. Let’s look at an example.
Assume I am selling
travel writing diaries and using
travel journals as my keyword phrase. Any time a person enters an.combination of
travel and journals in a search, my ad will appear. The ad will also appear for plurals and relevant variations. While this may sound great at first glance, a broad match setting can result in low quality hits and poor conversion rates. A person searching for
travel journal stories is going to see my link. While a decent percentage will click my link, they are far less likely to buy because they are just browsing. Using broad match, my costs go up and my conversions go down.
Broad match isn’t necessarily a bad option. If your product makes a popular Christmas gift, you definitely want to use the broad match option in November and December. You prospective clients will be motivated to buy. Even the browsing surfers will convert well.
Phrase Match
Phrase match is a matching option that gives you a bit more control over your ads. Phrase match tells the Adwords platform to only show your ad when a search is conducted for the particular order of your keyword phrase. Using the phrase match option for
travel journals, my ad would appear when someone search for a phrase with
travel journals in it, but not journals travel. To use phrase match for keyword phrases, you simply place quotation marks around them.
Exact Match
Exact match isexact match. It is the most targeted option. You should use it only if you want your ad to appear in searches for the exact keyword phrase as written. For instance, if I want my ad to appear in searches for
travel journals and nothing else, I will use the exact match. To select the exact match option, simply place brackets ([]) around the keyword phrase.
Negative Match
No, the negative match option doesn’t involve cussing, insults or adult sites. Instead, it allows you to designate which keyword phrase search results you do not want your ad to appear in. For example, I may not want my
travel journal product to appear in search results for Amazon
travel journals. I would simply list the keyword phrase with a dash (-) in front of it and my ad will not appear. The negative match option is a tremendous option for eliminating junk traffic from your Adwords campaign.
The Google Adwords platform is a tremendous advertising platform. Effectively manipulate your keywords and it can be a highly profitable one as well.
Halstatt Pires is with
marketingtitan.com MarketingTitan.com - an Internet marketing and advertisin.company in San Diego, California.
