3 types of keyword match settings in Google AdWords
Keywords are the backbone of an undefeated PPC campaign. If you would advertise for a candle and rather you end up paying to advertise to an audience trying to shop for a shirt, will this make any sense?
Keywords are the searches that a user is creating on the programme to go looking for a specific product, services or data.
In a PPC campaign for AdWords, we tend to not bid for the ad as a full, we do the bidding for the keywords associated with the search terms. Therefore correct keyword analysis is very important for the success of the AdWords campaign.
While choosing the keyword match settings for an associated AdWords campaign it’s necessary to understand your budget and bid for the keywords accordingly.
There are three kinds of keyword match settings –
1. Broad Match
If you choose a keyword with broad match keyword setting, google can show your ad on all the keywords it thinks has a relevancy to your ad. This suggests your ads can get a lot of impressions however you may end up showing on a tangential search result which might waste your budget. As an example, you used the keyword “Bike” with broad match keyword setting and you sell new bikes. Your ad will show up for the search results for bike repairs, bike hire, bike accessories, etc. This could waste your budget as it is often tangential to your ads. Therefore in most of the case broad match keyword match setting aren’t suggested for AdWords campaign.
2. Phrase Match
Phrase match keyword match setting is the type of setting which include a complete phrase that a person might search for on search engine. There is higher chance that a phrase match keyword will get a lot of connected searches than it would with a broad match keyword. Suppose you have a phrase match keyword match setting for “learn digital marketing” and you are running an ad campaign using this keyword. Chance are you will end up on search results for “Learn digital marketing online”, “learn digital marketing”, “Learn digital marketing in Sydney” etc. Phrase match keyword match setting can exactly match with the search term or can have extra words before or after the exact search term.
3. Exact Match
This is often the sort of keyword match setting that helps Google to solely show your ad once the precise search is formed. This is often the most effective style of keyword match setting which cannot bring plenty of volume, however, it would have the best chance of conversion because of it’s accuracy with the connected search term. If you’re selling red ladies t-shirts and you used red ladies t-shirts as an exact match on the google ads. This could facilitate your ad to be seen only for the precise term that has been searched for. Your ad will not appear in the search result if someone searches for “ladies red t-shirts” or “get ladies t-shirts”. This keyword match setting might not have a lot of search volume however the conversion rate for this keyword match setting are continually the best. The biggest drawback of this type of keyword match setting is, because of the low search volume, the impressions may be terribly low for the ad blitz. Therefore it is recommended to go through a through keyword analysis for the precise match keyword and check the search volume.
For an undefeated AdWords campaign, we suggest to check and test with all 3 types of keyword match setting while doing your keyword research.