Choosing the keywords match type

If you’ve ever used Google Adwords, you should probably know about the matching tool.  It’s a mechanism for matching the keywords, set by a user. It determines the way the service will match the KWs, and it has three types: broad, exact and a phrase. In this article we’ll tell more about each of them.

1.Broad match

This type of match is the least exact one, but, at the same time, it allows getting the highest amount of traffic. Let’s bring the example: if you type “used cars” in broad match type, it can find the most irrelevant queries, like “who used cars?”, “when used cars?”, “get used cars”, “buy used cars” and so on.

2.Phrase match

This kind of match is a much more narrow one. It looks for the similar phrases, which can broaden the number of visitors. For example, it can offer you “buy used cars” or “sell used cars” as the most relevant keywords.

3.Exact match

The third type of match, according to its name, aims the exact keyword you set. Its specification is in the following: this type of match can bring you the smallest number of visitors, but they will be the most relevant ones.

If you are justing your Adwords campaign, you should definitely start with an exact match type. If will allow you saving some money on your campaign and preventing you from your whole budget loss. If the number of clicks is too small – you can use “Phrase match” and so on.

The role of the negative keywords in Adwords campaign

Do you use negative keywords, which are offered by Adwords in your account? This is an incredibly useful tool, especially if you use ‘Phrase match’ and ‘Broad match’ for your ads campaign. Let’s find out more about this in the article.

1.Negative reviews

Any company can have some negative queries, for example “why YourBrand sucks?”. Targeting these keywords is silly – you won’t get an order from this visitor. He is obviously angry or he just heard some negative reviews about your company, so he will hardly buy anything from you. That’s why we need not to show our ads when such a query is made. So, we add “sucks” into our negative words list.

The same approach can be used with any kind of negative word, characterizing your brand or product. It’s a simple way to filter the people, who are not interested in a purchase, away.

2.Specific phrase/product

Let’s imagine, that your shop sells Ford cars, but it doesn’t offer the accessories for them. If you don’t want your visitors to search for the phrases like “ford parts” and so on, you should add such specific keywords to your ‘Negative words’ list. It’s ‘parts’ in our case.

Of course, these are the simple examples of the words you need to filter from. They may be much more numerous, if you think well and do some good keyword research. For example, the name of locations or some specifications of the product, or just the words ‘reviews’ (for the shop) may be included in this list as well.

How to use Google Keyword Planner

Google is the only service, which has a data of the frequency of searching for different phrases by people. If you are going to start your Adwords campaign, it’s necessary to know definitely, how many queries per month are made in some particular region. So, we’ll use Google Keyword Planner, in order to get this information.

If you think, that some SEO-skills for such kind of job are needed, you are wrong. It’s easy, and all you need is some analytical mindset and logic.

So, searching for the words we need, start looking at the density of queries with the given words. They show you a number of visitors, who could potentially visit your ads.

Another important sign is the competitiveness level of the keyword. This row shows, whether your word or phrase is so competitive among the other websites, or not.

Your main aim is finding a popular (high-demanded) keyword, which would be able to bring you as more visitors, as possible. From the other side, we are looking for the word, which will show us the low level of competition. It means, that promoting your website

There are a lot of other factors, that you should pay attention to. The region, the sense of the phrase or the word, the price for click, given to you by Google, etc. We’ll talk about them in some next articles.

How to waste your money on PPC?

If you are new to PPC advertising, we strongly recommend you to learn more about the most common strategies, used in this field. In another case it can bring you to some amount of money wasted.

Here we’d like to bring some examples of the most typical way to loose your PPC budget without any results.

1.Bring your visitors to the main/contact page

The most popular mistake, which can absolutely ruin your advertisement campaign, is bringing your visitors to the wrong page. The homepage of your website, either as the contact page with the blank fields, that should be filled by your user, are not the best solution to bring your visitor to. The only best strategy is your optimized landing page promotion.

2.The absence of testing your ads

There is no perfect ads. Either as there is no chance, that you’ll find your perfect ads from the first try. Professional marketers use thousands of different variants of ads, in order to find a couple of those, which have the highest conversion rate. Testing your ads is required, if you want your campaign to be successful

3.Setting broad keyword match

If you target your ads campaign on some set of the keywords, you should always remember, that they must be as narrow, as possible. Targeting broad match will result in wasting a lot of money because your advertising will be shown even on irrelevant pages. That means, such kind of users won’t bring any profit to you.