Tag: Google Ads

In the world of advertising, KEYWORDS are a steppingstone for success. Choosing the right keywords for a campaign is the very first and most crucial step.

There are two types of keyword research-

1)Offline – where you discuss it with your peer and clients to understand searcher’s intent and then make a list of best-aimed keywords. It does involve a lot of brainstorming.

2)Online– where you take the help of widely available keyword planners.

Google Ads, 4 Match Types are available-

1. Broad match type
2. Exact match type
3. Phrase match type
4. Negative keyword

Broad Match Type

1. It is the default available setting.
2. As the name suggests, it can relate your ad to broad categories of the audience, which drives massive website traffic.
3. It includes exact, relevant, misspelled, synonym, and variation searches.
4. There is no need for any symbols to select this option.

For Example, let us assume you have a dealer website and you sell All Chevrolet vehicles. So, you can choose the keyword “Chevrolet.” But when a user searches for Chevrolet for rent, your ad will show up. Although at some point in time, this strategy looks profitable as a result, you will start losing users, and the reason is not getting what they are looking for.

As a higher number of users get exited from your website, the quality score starts getting affected and resulted in low ad ranking.

List of the cases where broad match type option can be used-

1. When the advertiser has the right amount of budget in place for the advertisement.
2. Considering the keyword search volume, if it is low and you are willing to do an experiment as to how it is going perform for the next couple of days, how much traffic does it drive to the website and the percentage of conversions you received.
3. If received conversions are not up to the investment, it will not fulfill the business goal.
4. The ad is relevant to the landing page. Targeted keywords should be used on the landing page so that it looks appropriate, and the user doesn’t feel cheated.

Broad Match Modifier

1. This match type option can be used for adding more words before, after, or in between to your set keywords by using the (+) symbol.
2. No misspelling or synonyms included.
3. For Example, your keyword is a wedding dress; then, in this combination pattern, it would be +wedding dress, wedding dress+ and wedding + dress.
4. When users search for a spring wedding dress, online wedding dress, white wedding dress, or any combination like this pattern, your ad will get triggered.

Exact Match type 

This option is useful when your team does rigorous market research on potential customer’s requirements and their search intent. Based on that collected and analyzed data, your team comes up with sure shot keywords need to be targeted.

An exact match should be placed within [] square brackets symbol.

This match type is known as the most effective and sure-shot method. Usually opted when you have a low budget.

Exact match guarantee Return on Investment because your ad is being displayed to potential audience and mostly get relevant clicks.

For Example, [Wedding dress ] is an exact match keyword. If someone is looking for a blue wedding dress, your ad won’t get displayed.

If someone search for the exact term as a wedding dress, the ad doesn’t show up. For a Wedding dress, your ad will be displayed.

Phrase Match Type

The phrase match keyword is indicated by the “ “ quotation symbol.

In this match option sequence of words, matter a-lot for Example. Baby dresses are a targeted keyword. In this case, the ad will show up for Baby dresses online; Baby dresses Summer, Winter Baby dresses, and so on combinations.

The cases where it doesn’t work like Baby blue dresses, Baby winter dresses. That means the sequence of targeted words cannot be changed. If It remains the same, your ad will show up.

This match option doesn’t include misspelled and synonyms search queries.

Negative Keywords

Why is it essential to have a list of Negative keywords while creating an ad campaign?

So, your ad would not appeal to people who are not your potential customers.

For Example, your ad campaign is for baby products but not relevant for people searching for the baby photoshoot.

Identifying negative keywords means that someone clicks on your advertisement because It is relevant to their search intent. Your ad is what they are looking for.

I hope you enjoyed reading this article. Please leave a comment if you have any questions.