Ive previously written Paid Search Advertising Roadmap, Paid Search Rules and Alphabet Soup and PPC. Now lets start looking at keyword matching.
How you use the match types is going to affect how many impressions you get and your click through rate. Broad match gets the greatest number of impressions, because the terms youre bidding on can appear
anywhere in the searched phrase, yet broad match is going to have the lowest (relative) click through rate because your ad may not be relevant.
Using the an example of someone searching for
cloth baby doll diapers, and you had bid broad match on cloth baby diapers your ad would display. But since your ad doesnt say anything about dolls, youre less likely to get the click (hopefully). Phrase match will get a lower number of impressions, because the search phrase must match the phrase youve bid on, but it will get a better click through rate for the same reason. Exact match terms have the lowest impression rate, yet are inclined to have the highest click through rate.
Remember too that the higher your click through rate, the better the quality score, and the less you pay per click. A very good thing to remember. If its volume youre after, broad match is your answer. When you want to fine tune the clicks you pay for, start using phrase and exact match terms.
Another very important thing to remember is that Google uses "expanded broad match," which means they can decide to show your ad for pretty much anything they think might be relevant. I had bid on a broad match term of "plastic cards" and Google started showing my ad (and people clicked!) for the search "toy cars." Make any sense to you? -- Me either -- That was when I started really vamping up on my negative keywords. Negative keywords deserves a post all to itself but Ill touch briefly on them here.
Now the BIG trick is to learn where to go to change/set the match types because AdWords, Yahoo and MSN are all very different. More on that next time ...
It is good to remind marketers that Paid Search Marketing is not just a plug and play campaign. To obtain the best return on investment, it requires understanding the match types.
Google AdWords is deceptively easy. So easy that marketers make the mistake of giving it the ?set it and forget it? strategy. Just negative keywords alone can eliminate unwanted visitors and improve conversion.
You make a very good point about avoiding Broad match all together. Using Broad match is a good way to get started to find which keywords actually work. Once you know what works, start creating the Phrase and/or Exact match that are where the best ROI will be found, and pause the Broad match terms all together.
I didnt talk about using the "Search Query" report to find additional negatives, again, another topic to discuss in a post dedicated to Negative matching. You cant say enough about Negative keywords ...
The whole system works together, relevant keywords, relevant/inviting ad copy, relevant information on landing pages - making it easy for the visitor to do what you want them to do.
Regarding the search query report, which match type is best to use when introducing new keywords to your campaign from the search query report?
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