How many keyword match types are there?
- Broad match 2.
- Broad match modifier
- 3. Phrase match 4.
- Exact match
Broad match: These keywords will match the search term that are related to your keywords as well as close variations like misspellings and synonyms. Using broad match keyword is the best way to capture search traffic from terms that you might not be able to predict Example: a search for tennis clothing could return the advertiser’s ad tied to the broad match keyword of tennis shoes. Benefit: it reaches the greatest volume. Set it up;
This is the default match type for keywords simply enter your keywords.
Broad match modifier: it only show an ad for searches that include the keyword that you have marked with a plus sign or close variations of those keywords. Additional words can be used before after or between the terms in the keywords in any order. Like broad match this modified version is helpful for capturing traffic from terms that you may not be expecting. Example: a search for tennis sportswear would not show this advertiser’s ad but a search for tennis shoes for sale would.
Benefit: it ensures that the core concept of keyword is present in the user’s search while still allowing for greater reach. Set it up: add a plus sign (+) before the term
Phrase match: it will only show an ad if the phrase or close variation is searched for without any other words in the middle that changes the meaning of the phrase. Additional words can be used before or after the phrase. Similar to exact match phrase match keyword.
This helps capture traffic from the queries that you know that your customer search for.
Example: a search for tennis kid’s shoes wouldn’t show this advertiser’s ad but the tennis shoes review would.
Benefit: this ensure that the core concept of your keyword is present in the search term while reaching more volume than what exact match keywords would provide. Set it up: add quotes (“) around the term.
Exact match: it will show ad when the keyword is identical to the user’s search term or terms. Exact match keyword are helpful for capturing traffic from search queries that you are confident that people are searching for. Example: a search for tennis shoes review or red tennis shoes or tennis trainers would not show this advertiser’s ad only a search for tennis shoes would show these ads. Benefits: it offers more control over the search terms that ad match to although volume may be limited. Set it up: add brackets around the term.
What are Negative Keywords?
Negative keywords are specific words or phrases prevent ads from being displayed to anyone who is searching for that keyword or phrase. PPC marketers identify these phrases after careful campaign analysis of which keyword are generating clicks and ultimately leads or revenue.
These keyword phrases can be added at the ad group level or the campaign level.
How is Negative Keywords Different from Other Keywords?
The difference lies in whether your ads appear in search results or not. By assigning negative keywords, your campaigns are more focused on search queries that you deem relevant to your product or service and will produce positive results. In short, choosing what not to target makes for a more targeted campaign, i.e., a higher chance for increased ROI.
There are three match type options exist for negative keyword:
• Broad match
• Phrase match
• Exact match.
Negative Broad Match Type like broad match keywords, negative broad match keywords must be present in the search query, regardless of order. As this match type does not consider close variants, do remember to add any related terms as a negative keyword too. Keyword Example: -Synthetic Cotton
When we have two negative words that we put into a negative keyword that means that will be seen as one unit.
Ads will not trigger for:
• Synthetic cotton bags
• Cotton synthetic bags
Anything that has to do with Synthetic Cotton will not be triggered no matter what words you put in front or back.
Ad will not trigger for Cotton Synthetic Bags and Synthetic Cotton Bags because both words are present in the search term irrespective of the orders in which that are written.
Ads will trigger for:
• Synthetic bags
• Cotton bags
Negative Phrase Match Type: When the search query contains the terms in the same order, using the negative phrase match type will help to stop showing the ad to an irrelevant audience. You must add each variant or similar term as a negative keyword separately to block them.
Keyword Example: – “Custom Reusable”
Ads will not trigger for:
• Custom Reusable Bags
• Buy Bags Custom Reusable
Ad will not trigger for Custom Reusable Bags and Buy Bags Custom Reusable because the search term mentions the keywords in the same order and form.
Ads will trigger for:
• Reusable Custom Bags
• Custom Bags
• Reusable Bags
Ads will trigger for Reusable Custom Bags, Custom Bags and Reusable Bags because order of the keywords have been changed.
Negative Exact Match Type Only when a negative exact match keyword matches the search query exactly, it will prevent your ads. Keyword Example: – [handmade bags]
Ads will not trigger for:
• Handmade bags
Ad will not trigger for handmade bags because it is exactly the negative keyword.
Ads will trigger for:
• Reusable handmade bags
• Custom handmade bags
• Handmade bags for sale
Ads will be triggered for Reusable handmade bags, Custom handmade bags and Handmade bags for sale because there are additional words before and after Handmade Bags in the search query.
The ‘3 R’s of PPC REACH: How ads get to their destination. You have a lot of options in search platforms to control the delivery of your ads to your prospects which include, but are not limited to: settings targeting,
Ad scheduling,
Ads budget,
Ad position,
Biding prices,
Audiences & lists
How ads are crafted to connect to the right audience?
Matching the intent of your prospect search is the key to the success of your paid ad campaigns. Keyword selection and the messages that support them flow through every component of prospect interaction, from the initial search term to the landing page. Your campaigns will be judged for their relevance every second they are live in the auction and ranked accordingly. These efforts will be rewarded with lower click costs, higher quality scores and better results. Your options to manage the relevance of your campaign include but are not limited to:
Campaign structure,
Keyword choices & match types,
Negative keywords & lists,
Ad group segmentation,
Ad copy development,
Ad Type,
Landing pages,
CTR CTR RESPONSE.
How ads deliver ROI?
The goal in all paid search campaigns is to solicit an action from a prospect and create a conversion. This transaction can be as simple as an email signup or as valuable as major online purchase, in all cases, it is your responsibility to provide relevant compelling information, value and a strong call-to-action to drive this action. Your options to manage and measure this aspect of the prospect journey included these controls, conversion types and metrics: Landing pages conversion types:
Conversion tracking,
Call tracking from ads,
Call tracking from pages,
Tracking messages & chats,
Click-Through-Rate,
Conversions & Conversion rates,
Cost-per-conversion,
Return-on-ads-spend (ROAS)
Thank you
