Google AdWords Keyword Match Types

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A beginners guide to the different keyword match types used in Google AdWords PPC.

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Google AdWords Keyword Match Types

  1. 1. Google AdWordsKeyword Match Types<br />A Beginner’s Guide<br />www.boldinternet.co.uk<br />1<br />
  2. 2. Introduction<br /><ul><li>Many AdWords advertisers fail to understand how best to use keyword match types in their campaigns
  3. 3. This can lead to wasted budget and poor account performance
  4. 4. Making use of appropriate match types is essential to long term AdWords success</li></ul>www.boldinternet.co.uk<br />2<br />
  5. 5. Keyword Match Types<br />There are five match types:<br /><ul><li>Broad Match
  6. 6. Modified Broad Match
  7. 7. Phrase Match
  8. 8. Exact Match
  9. 9. Negative</li></ul>www.boldinternet.co.uk<br />3<br />
  10. 10. Broad Match<br /><ul><li>Default option
  11. 11. Keywords added without brackets, quotes or any other symbols
  12. 12. Greatest reach but also a budget killer if not properly managed
  13. 13. Keywords can appear in any order as well as alternatives such as misspellings and synonyms</li></ul>www.boldinternet.co.uk<br />4<br />
  14. 14. Broad Match Example<br />www.boldinternet.co.uk<br />5<br />
  15. 15. Modified Broad Match<br /><ul><li>Most recent addition having been launched in 2010
  16. 16. Google giving advertisers greater control whilst still encouraging less restriction, increase spend
  17. 17. Pre-fix keywords with a plus sign (+)
  18. 18. Synonyms not used but stemming, singular/plural, misspellings still possible</li></ul>www.boldinternet.co.uk<br />6<br />
  19. 19. Modified Broad Match Examples<br />www.boldinternet.co.uk<br />7<br />
  20. 20. Phrase Match<br /><ul><li>Created by putting keywords in quotes (“”)
  21. 21. Keywords must appear in order but can also be part of a longer search string
  22. 22. Much tighter control than Broad Match but still requires keyword research and vigilance to avoid wasted impressions and clicks</li></ul>www.boldinternet.co.uk<br />8<br />
  23. 23. Phrase Match Example<br />www.boldinternet.co.uk<br />9<br />
  24. 24. Exact Match<br /><ul><li>Created by putting keywords in square brackets – [keyword]
  25. 25. It works just as the name suggests, i.e. only the keyword you are bidding on will trigger adverts
  26. 26. Very tight control but will miss out on many alternative opportunities as a consequence</li></ul>www.boldinternet.co.uk<br />10<br />
  27. 27. Exact Match Example<br />www.boldinternet.co.uk<br />11<br />
  28. 28. Negative Match<br /><ul><li>Added to campaign in a separate negative keywords section or ad group level
  29. 29. Pre-fixed with a dash, e.g. –keyword
  30. 30. Often under used but powerful way to prevent waste and improve account performance
  31. 31. Keyword research good way to spot negatives
  32. 32. Account search queries report also useful</li></ul>www.boldinternet.co.uk<br />12<br />
  33. 33. Negative Match Examples<br />www.boldinternet.co.uk<br />13<br />
  34. 34. Summary<br /><ul><li>Understanding how the different match types work is imperative if you want to have a successful AdWords campaign
  35. 35. Bidding on the default match type (Broad) without adding negative keywords will almost certainly be wasting money
  36. 36. Overall account metrics, such as Click through Rate (CTR) will benefit from keyword management</li></ul>www.boldinternet.co.uk<br />14<br />
  37. 37. About Bold Internet<br /><ul><li>UK based Internet marketing consultancy
  38. 38. Built first AdWords campaign in 2002
  39. 39. Can help businesses of all sizes improve the effectiveness of their Google AdWords account</li></ul>www.boldinternet.co.uk<br />www.boldinternet.co.uk<br />15<br />

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