Through different match types, marketers have the option to determine which search terms trigger the ad to be displayed. Many people simply opt for what’s known as the broad match as their keywords. A broad match is exactly what you’d expect from its title: Google will display the ad for all search queries that match the keyword to some extent. The presumption that many beginners make is that this will mean they reach as many potential customers as possible. The problem is that Google sometimes interprets a broad match slightly incorrectly.
The consequence of this is that the ad will also display for less relevant keywordmatches. A classic example of this is for an online vase shop: a broad match for the keyword ‘vase’ is the keyword ‘flowers’. The connection between the two terms is close, but in the context of display advertising, it’s actually rather counter-productive. The reason being that people searching for flowers presumably aren’t interested in seeing ads for a vase shop. This means that the click-through-rate (CTR) will drop – leading to money being wasted.
The best tactic here is to activate all match types. Alongside the option for a broad match’, you can include:
- Phrase match = search terms have to include fixed phrases
- Modified broad match = searches have to contain certain terms but they can be in any order
- Exact match = search queries have to match an exact keyword
Another important tip is to work with negative keywords. This can help prevent easily arising scenarios like the example given above. If, as a vase shop operator, you don’t want your ad to be displayed when users search for ‘flowers’, then you can simply enter ‘flowers’ as a negative keyword. This will stop your ads from ever being displayed when this term is searched.
Optimizing your search terms is really the most important task when it comes to running a successful AdWords campaign. It’s recommended to regularly check up on current trending search terms, and to see which searches your ads are being displayed for. This is the best way to identify irrelevant or unprofitable keywords. By excluding these unsuitable keywords, you can continue to narrow down your target group, avoid scatter losses, and ensure that your budget is better spent at the end of the day.