Want to make your search engine marketing efforts even more successful in this lesson? 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.
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 on a broad match. So when you’ve got them on the ads, you can do exact match, match, phrase match. I had them abroad match with pretty much anyone could type in anything to do with “best man”. And I got rinsed straightaway and I know my budget went and I was having to top up the the daily budget because I could see that, you know, I was getting inquiries but my budget was was, you know, spent. So I learned very quickly just very simply to keep things conservative. To start with. I 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” 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 you 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 keywords 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 of photographs of the city of London or someone to photograph an event in London or do a magazine commercial shoot in London? Or any of these searches could potentially trigger your ad, but the searches 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 you do that? Well, let’s take a look. Key words 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 key word. So the key word, London portrait photographer becomes London portrait photographer. Phrase match tells Google AdWords or Bing ads the adverts can’t be displayed unless the search includes the entire phrase. So if someone searches for London portrait photographer, that’s great. The 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 search 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’s what’s important here.