When bidding on a keyword in PPC campaign, keywords plays a vital role. Choosing correct keyword match type is highly required to tell Google how assertively or restrictively you want your selected keyword match type to match your advertisements to keyword searches.
Adwords Match types:
- Broad Match
- Modified Broad Match
- Phrase Match
- Exact Match
Broad Match
Broad Match is default match type to reach the broadest audience. When you use it your advertisement will be visible to any search query that has even a single word of your broad match. It will appear to any search query includes any word in key phrase, in any order.
For ex: If your broad match is diamond jewelry then when someoneâs search query consist of either diamond or jewelry; your ad will appear. If user types gold jewelry, diamond ring, 22 carat gold jewelry etc your ad will appear.
Advantage: Covers widest audience. Great way to drive lots of hits.
Disadvantage: Irrelevant hits can increase. Make sure you wonât pay for irrelevant traffic which is not converting into business or sales.
How to avoid such keywords phrases: Use negative keywords option to exclude the words that can drive irrelevant traffic.
Modified Broad Match
It is a middle group between the broad match and restrictive match. Reaches to similar wide audience but controls on who see your ads and clicks. It used â+â parameter to lock individual words. If you add â+â before any word of your keyword match then Google will only match your ads to the queries including that word.
For ex: In Diamond Jewelry
Keyword | Powerful Matches for Modified Broad Match |
+Diamond Jewelry | Diamond Jewelry, Diamond Pendant, Diamond Ring |
Diamond +Jewelry | Diamond Jewelry, Gold Jewelry, Meena Jewelry |
Advantage: Covers widest audience. Reduces irrelevant hits.
Disadvantage: Improper or incorrect use of â+â parameter can work negatively.
Adwords Phrase Match Type:
It is similar to broad match with higher level of control. It show your add if and only if userâs queries will include your same keyword phrase. Query may include other words as well but it is must to include your phrase exact and in same order.
For ex: If your phrase is Diamond Jewelry
Then your ad will display on search terms like Expensive Diamond Jewelry, Diamond Jewelry for Bridals, Designer Diamond Jewelry
Adwords Exact Match Type:
It is the most effective and restrictive match type. In this case userâs query must be same as your phrase.
For ex: If your phrase is Diamond Jewelry
Then your ad will appear only on Diamond Jewelry not on Expensive Diamond Jewelry or Diamond Jewelry for Bridals or Designer Diamond Jewelry
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