April 1, 2020
Fine-tune with keyword match types

Fine-tune with keyword match types


Want to make your search engine
marketing efforts even more successful? In this video,
we’ll be exploring a feature called keyword match types and learning about how
using different match types can increase your control
over which searches trigger your ads. But first let’s hear from Adrian
on his experience with keyword match types. I had a few key challenges
when I started running paid search and that was managing a budget and understanding the very basics
of how it worked. I was very worried about budget, and I had my keywords
on a broad match, so when you’ve got them on the ads
you can do exact match, broad match, phrase match. I had them on broad match,
which pretty much anyone could type in anything
to do with Best Man and I got rinsed straight away,
and all my budget went. I was having to top-up the daily budget because I could see
that I was getting inquiries, but my budget was spent. So I learned very quickly,
just very simply, to keep things conservative to start with and made all my keywords
on an exact match. And that’s not as disastrous
as it sounds because it sounds like
I’m limiting my options. But if you’ve got Best Man’s Speech and you keep that on an exact match, you’ve still got 22,000 people
searching for it and it just means that you can be
a lot more effective with your daily budget. Did you know that search engines
might also show your ads when people search for other terms,
terms you didn’t specifically choose? That’s because search engines
can show your ads when people search
for variations of your keywords. This is called broad matching. Most of the time broad match is useful. It means that you don’t have to add every variation of the keyword
you’d like to target, like singulars, plurals, and misspellings. This flexibility also means
that sometimes search engines show your ads for keywords that aren’t actually
relevant to your business. Using keyword match types can help. Let’s say you’re a portrait photographer. As you brainstorm keywords
for your ad campaign, you might consider
London Photographer. If you include this keyword, a search for London Photographer
could trigger one of your ads, even though the person
making the search might not be looking
for exactly what you’re offering. What if they’re actually
looking to buy prints or photographs of the city of London, or someone to photograph
an event in London, or do a magazine
commercial shoot in London? Any of these searches
could potentially trigger your ad, but the searchers
are not likely customers. One way to prevent ads
from appearing on these searches is to choose more specific keywords. Since your target customer is probably searching for things
like London Portrait Photographer or London Family Portraits. On top of that, you can add match type
to further refine your results. How do you do that?
Well, let’s take a look. Keywords are broad match by default. Aside from broad match,
the other primary match types are phrase match and exact match. To change broad match to phrase, simply place quotations
around the keyword. So the keyword
London Portrait Photographer becomes “London Portrait Photographer.” Phrase match tells Google Adwords
or Bing Ads that adverts can’t be displayed unless the search
includes the entire phrase. So if someone searches for
London Portrait Photographer, that’s great; your ad shows up. Minor variations like plurals
are also included. This means that a search
for London Portrait Photographers can also trigger your ad. But if someone searches for a more
generic London Photographer, your ad won’t show up
because the word “portrait” is missing. With phrase match,
the searcher can include words before and after the phrase, so East London Portrait Photographer
could also trigger an ad. To get even more specific, exact match keywords are distinguished by enclosing the word or phrase
in square brackets. So the keyword
London Portrait Photographer becomes [London Portrait Photographer]. Now, if someone searches for
Portrait Photographer, your ad can’t appear because it doesn’t match
the keyword exactly. Along the same lines, a search for London Photographer
also won’t trigger your ad. Unlike phrase match, the ad can’t display if the searcher
includes additional words. But minor variations like plurals
can still trigger the ad. As you change keywords
from broad match, to phrase, to exact, it restricts the opportunities
for ads to display. Your best bet is to try to find
a match type balance allowing ads to show to likely prospects but blocking ads when you think
success is unlikely. As you add restrictive
match types for keywords, you’ll probably notice
that your traffic quantity goes down, but traffic quality should improve,
and that what’s important here.

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