A few days ago, I was setting up my latest Google AdWords
campaign. My brother was watching me work through the process, and
he asked me:
"Why do you put quotation marks and square brackets around some
keywords?"
I was a bit surprised to realise that I couldn't actually answer him
- not in any definite way, at least. So, I set to work finding out
what the matching options mean, and how they affect results.
First up is the default, Broad Match. This is where a keyword
phrase is written as is, for example: google adwords
This method means that your Ad will potentially be shown to anyone
searching for 'google' and 'adwords', in any order and possibly with
other terms. So, anyone searching for 'adwords google help' could
see your Ad.
Next is Phrase Match. This is where a keyword phrase is
enclosed by quotation marks, for example: "google adwords"
This is essentially the next step up from Broad Match - your Ad
could be shown to anyone searching for 'google' and 'adwords', but
only in that order, and possibly with other terms included in the
search. So, 'how to start a google adwords campaign' could trigger
your Ad to be shown.
The last in the 'positive' matching options is Exact Match.
This is where your keyword phrase is enclosed by square brackets,
for example: [google adwords]
This is the most specific of the three types. In this case, your
advert will only be shown if somebody searches for 'google adwords'
in that order and with no other terms.
These options each have their own merits, but generally, the more
specific the search term, the higher your CTR (Click Through Rate).
If you have a small niche to start with, then Broad Match will give
you the most exposure. The downside is that the large number of
triggering phrases could push your CPC (cost per click) up, as a
result of competition.
Larger markets require highly-targeted Ads, and this is where Exact
Match (and Phrase Match, to an extent) comes into play. Imagine
trying to get clicks from keywords such as 'car parts' compared to
'ford fiesta rear wheel bearing'. Obviously, the more specific your
keyword terms, the more likely you are to get an interested visitor
to your site.
The last of the keyword matching options is Negative Keyword.
This is where a keyword is precluded by a minus sign, for example:
-tricks
This stops your Ad from being shown if somebody searches using that
term. For example, 'google adwords tricks' would stop your Ad from
being shown.
This is useful for prequalifying prospect clients - if you are
trying to sell something, then '-free' would be a good term to
include in your Keyword list.
Of course, as with any marketing campaign, which of these methods
will work best for you is unpredictable, so always remember to test,
test test!
If you need more help with setting up your Google AdWords campaign,
this particular resource is one that I found useful when starting
up:
Adword Equalizer
(http://www.rob-barrett.co.uk/recommendations_marketing/google-adword-equalizer.php)
Best of luck with your Google AdWords campaign!
About this author
Rob Barrett is a professional web designer based in Dorset,
England.
To read more free articles on Internet Marketing and Google AdWords,
visit:
http://articles.rob-barrett.com
