Selective and proactive use of match types (broad, phrase, exact) is a key technique in optimizing the performance of Google AdWords™ campaigns. Unfortunately, many less experienced advertisers tend to over-use the default setting, broad match, for their campaigns, based on the faulty logic that it will generate the highest volume of impressions and therefore the greatest number of leads.
match typesIn reality, however, using broad match by default across all (or even most) of the keywords in your search program almost always leads to overspending, because it generates unqualified clicks – clicks derived from prospects who aren’t really searching for terms related directly to your product or service, but who saw (and clicked on) your ad anyway. Eliminating wasted spend – monies spent on clicks that aren’t converting into qualified leads – is one of the best ways to generate higher ROI from your paid search campaign.
With broad match, nearly any search query can trigger your ad as long as your search term is included. For instance, if the term you register is “network software,” even someone searching for “social network for software developers” might see your ad. Conversely, the more specific your match types and keywords, the more qualified the resulting traffic, and the less money you’ll waste on people whom you never intended to see your PPC ad in the first place.
Let’s review your options when it comes to match types:
Broad match is Google’s default option. If you include general keyword or keyword phrases – for example: network software – in your keyword list, your ads will appear when a user’s query contains “network” and “software” in any order, and may include other terms that are completely irrelevant to your specific product or service.
Using broad match, your ads will also automatically show for expanded matches. These include plural forms and what Google determines are relevant variations that may not be as relevant for you. When using broad match, consider restricting its use to keyword phrases with at least two words. Single term broad match keywords are frequently less targeted and can drive your cost excessively with little return.
If you enter your keyword surrounded by quotation marks, your ad will appear only when a user searches only on the phrase “network software,” for example, with the words in that order. This is referred to as phrase match. Other terms can be included in the search but they must fall before or after your root keyword. For example, your ad would be triggered for the query “open source network software” but not for “network monitoring software.” Targeting with phrase matching is more precise than broad matching and more flexible than the exact match option.
match typesIn reality, however, using broad match by default across all (or even most) of the keywords in your search program almost always leads to overspending, because it generates unqualified clicks – clicks derived from prospects who aren’t really searching for terms related directly to your product or service, but who saw (and clicked on) your ad anyway. Eliminating wasted spend – monies spent on clicks that aren’t converting into qualified leads – is one of the best ways to generate higher ROI from your paid search campaign.
With broad match, nearly any search query can trigger your ad as long as your search term is included. For instance, if the term you register is “network software,” even someone searching for “social network for software developers” might see your ad. Conversely, the more specific your match types and keywords, the more qualified the resulting traffic, and the less money you’ll waste on people whom you never intended to see your PPC ad in the first place.
Let’s review your options when it comes to match types:
Broad match is Google’s default option. If you include general keyword or keyword phrases – for example: network software – in your keyword list, your ads will appear when a user’s query contains “network” and “software” in any order, and may include other terms that are completely irrelevant to your specific product or service.
Using broad match, your ads will also automatically show for expanded matches. These include plural forms and what Google determines are relevant variations that may not be as relevant for you. When using broad match, consider restricting its use to keyword phrases with at least two words. Single term broad match keywords are frequently less targeted and can drive your cost excessively with little return.
If you enter your keyword surrounded by quotation marks, your ad will appear only when a user searches only on the phrase “network software,” for example, with the words in that order. This is referred to as phrase match. Other terms can be included in the search but they must fall before or after your root keyword. For example, your ad would be triggered for the query “open source network software” but not for “network monitoring software.” Targeting with phrase matching is more precise than broad matching and more flexible than the exact match option.
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