Keyword Match Types In Adwords

We have covered keyword match types in Adwords previously (Read more by clicking the link), but here we will expand on the match types of keywords that can be found in Google Adwords.

More About Google Adwords Match Types: Expanded Broad Match

In a previous article I discussed Broad, Phrase and Exact matches’ as well negative match. There’s a broad match referred to as EXPANDED BROAD MATCH but this is not under our control. Google is the boss here…

In essence what this means is that Google will take your broad match term eg printer cartridge and possibly show ads for toner cartridges even though you did not bid on toner at all. Maybe you don’t even sell toner in which case Google has not done you a favour in displaying your ad.

Since this is out of your control it makes it even more important to use long lists of negative keywords to prevent your ads being displayed for irrelevant (to you) searches.

Adwords Snippet Number 1… Google’s Quality Score is based upon Exact Match Keywords

Google runs a Quality Score (QS) check every time a search is made. This means that your keyword finds itself in a new auction every time a relevant search is made. For this reason your ad display will possibly vary in position as well as having different CPCs.

Google judges the QS on the assumption that the searched for phrase in your account is an Exact Match irrespective whether it is or not.

Adwords Snippet Number 2… Google Adwords and Dynamic Keyword Insertion

You might struggle to find information on this subject in the Google help files. In short Dynamic Keyword Insertion (DKI) allows you to insert automatically the keyword searched for into your ad headline.

For example if your bid on keyword Red Ballet Shoes and someone searches for Red Ballet Shoes then you can set up your ad in such a way that the headline becomes Red Ballet Shoes automatically.

If you have a long list of differently coloured ballet shoes eg blue, green, pink, black etc then you can bid on each of the different keywords and have Google insert the keyword directly into the ad automatically. Here’s the syntax that will do this:

{Keyword: Ballet Shoes}

The phrase Ballet Shoes is what Google will insert if the actual keyword is more than 25 characters eg the term “red and green large ballet shoes” exceeds 25 characters and thus cannot be inserted into the headline.

This can be a powerful way of providing more relevant ads to a searcher.

Adwords Snippet Number 3… Number 1 Spot May Not Be Good

It is not really a good idea to bid for the number 1 spot in Google Adwords even though it may sound appealing. Here’s why…

Lazy searchers will tend to click the number 1 ad without having any real intention of buying … quite simple because it is easiest to click number 1.

Number 1 spot is often the most expensive CPC as well … although not necessarily.

There is no doubt that the number 1 position get far more clicks than lower positions. However ask yourself a question… would a determined buyer automatically click on ad number 1? And the answer is NO! Such a searcher would look for the most relevant ad.

This is where DKI discussed in snippet number 2 can help a lot.

Much work has been done to identify the optimum position for an ad and scientifically based formulae have been developed. This information is very important to know.

Google Adwords Snippet Number 4… How to Slash CPC costs…

It’s very simple in concept:

  • Get the Quality Score up and this means the following 4 Quality Scores not just keyword QS…
  • Account QS
  • Campaign QS
  • Ad Group QS
  • Keyword QS

So there is a combination of complex factors that play a role in getting those CPC’s down to where they belong. It’s like everything else in Adwords… there’s a need to understand and implement all sorts of optimisation factors and consistently review positions, ads and keywords.

This means the demands upon time to be effective can be enormous unless the right tools are learned and used.

This might be a good reason to outsource the management of Google Adwords. However even if this is an option it remains vital that the organisation understand exactly how the system works to be able to participate in the future success of the campaign.

Google Adwords Snippet Number 5… Get Your Sales Up and Cost of Sales Down…

There’s only one way to do this once you’ve got the Adwords part of a campaign running well.

You’ve got to get the Landing Page working. This means you’ve got to seriously consider the following…

·  Your landing page must be relevant to the searchers’ needs as identified in the keyword search

·  The landing page must unequivocally tell searchers what they can expect from you

·  The landing page must tell the searcher in no uncertain terms why they should buy from you (USP) and not the competitor

·  Friction factors on the page eg long forms, registration requirements etc must be removed as far as possible.

·  Anxiety factors must be addressed… eg privacy, security, guarantees, shipping, “what happens next…”, address potential concerns, provide easy access to you in event of problem

·  Create a strong call to action

·  Test different versions of landing page(s)

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