Enterprise Nation

Steve Cambridge is back again on Enterprise Nation with helpful advice on creating a successful Google Adwords campaign. In this feature he takes a look at Keyword Match Types and offers the secret to getting good results. 

Broad-walk

When you first set up a campaign, Google defaults the Keyword Match Type to Broad. The reason for this is that it’s the most flexible Keyword Match Type so will get the most impressions.

But the secret of getting good results in Google Adwords is not just treating it as a numbers game, but aiming to get targeted visitors to your site who actually want your product or service. Choosing the correct Keyword Match Type can be a major factor in this.

So what Keyword Match Types are there, and how do they work. There are 4 types, Broad, Phrase, Exact & Negative.

• keyword = Broad match.
  Default option. Ads will appear if any of the keywords appear in the users query, in any order. This is the most flexible option, but will mean more impressions and possibly attract the information seekers as opposed to the buyers.
• “keyword” = Phrase match.
  More flexible than Exact but more targeted than Broad. Ads will appear if the users query has the keywords in the same order. Will possibly also show if words are added at front or beginning. Suggest using this in most cases.
• [keyword] = Exact match.
  Most targeted option. Ads will only appear if users query matches the keyword phrase exactly. Suggest using this for generic terms, if you really want to use such terms.
• -keyword = Negative match.
  Stops ads being displayed if certain words are included in the users query. Not applicable for Exact match, but should always be used if using Broad or Phrase match.

Please Note: Broad will get the most Impressions and Clicks, but may not all be relevant. Phrase are more specific so will get less Impressions and Clicks but more likely to be relevant. Exact is very specific so will get less Impressions and Clicks but will be more relevant.

• Steve Cambridge, Qualified Google Advertising Professional
  Clickup.co.uk