One our recent AdWords training course delegates, Alvaro Bellido who runs his own digital marketing blog, has very kindly supplied us with this guest blog post which is all about choosing the correct keyword match type within AdWords.
Keyword research is a key factor when launching an Adwords Campaign. Setting up the best performing keywords will help us find our target audience.
However, there is a step after performing the keyword research that we often tend to forget, the Match Type. This choice will depend on our budget and strategy for the campaign.
Our choices are:
- Exact Match: The keyword needs to match exactly with the one we set up.
If our keyword is “Red shoes” our Ad will be triggered only when someone types exactly “Red shoes”
+ Maximum control of all the keywords triggering our Ads
– Less reach, less traffic driven
- Phrase Match: This type of match will trigger our Ad when someone types “Red Shoes” inside a phrase. This means that “Red Shoes London” or “High heel red shoes” would also trigger our Ad
+ Greater reach
– A bit less control on the keywords
- Broad Match: With Broad Match our Ads will be triggered by the keywords we have chosen and also synonyms chosen by Google. For our example, “Red shoes”, Google could display our Ad for results like “Red trainers” or “Red footwear”
+ Wide reach
– Very little control on keywords
- Modified Broad Match: This option is like a broad match, but we make sure that both “red” and “shoes” have to be in the search. Misspellings and plurals will be included but synonyms won’t. This will allow combinations of this search as long as both terms are included somewhere in the search.
To implement it just include a “+” before each word on your keyword. In our example it would be +red +shoes
+ Fair control on the keywords
+ Good reach
Setting up the type of search will be crucial for the success of our Campaign.
For tight budgets and maximum control I would suggest using exact match for most of our keywords, but in order to get a fair reach we should include a good number of keyword variations. This will be harder work when setting up the campaign, but you will get better control on it. Also, using a few modified broad matches would give us the opportunity to get a greater reach without compromising the quality of our traffic.
This combination should help us find targeted visitors to our site to maximise conversions and minimise cost at a reasonable cost per acquisition.