The entire purpose of a pay-per-click (PPC) campaign is to immediately attract prospects from the search engine results pages (SERPs) and direct them to a landing page where they can be converted into paying customers.
Clearly, the impetus of any PPC campaign is targeting an exhaustive list of short and long-tail keywords to attract as many prospects as possible. Of course, this has to be done while maintaining a reasonable budget.
Creating a successful PPC campaign is about finding equilibrium between keyword usage and budget management. To achieve remarkable growth in your PPC campaign, it’s important to learn and master the concept of using exact match keywords.
Using exact match keywords can help deliver the most qualified leads to your landing pages, improving your ad quality score, and increasing your business’ revenue. If you’re not familiar with this concept, then you’ve come to the right place.
This complete guide will cover everything you need to know to master using exact match keywords in your PPC campaign.
Understanding what an exact match keyword is fairly simple. It’s a keyword match type that’s available in both Google and Bing Ads. When you use an exact match keyword, your campaign will be able to reach potential customers searching for the exact search term you’re bidding on, or at least a very close variant.
By placing bids on exact match keywords, you can explicitly control how much you’re spending on Google and Bing Ads. This will help you to achieve a higher ROI with your campaign.
If you’re a beginner creating online ads, then it’s best for you to learn what a keyword match type is (let’s use Google Ads for an example). When you want to create a textual ad in Google Ads, you can choose between a wide variety of different match types, such as broad, exact, and phrase.
Let’s discuss the other keyword types below.
Broad match is the standard choice for text ads on Google Ads. As its name suggests, broad match keywords are designed to reach the widest audience possible. When you choose to target broad match keywords, your ad will reach internet users who use search terms that match any word of your targeted keyword, in any order.
For example, if your broad match keyword is “luxury race car”, your ad will appear for user search terms like “fast cars”, “fast race cars” “luxury cars” and many more different variations.
With broad match keywords, Google will also match your ads with synonymous variations. For example, Google may show your ad when a person types in “expensive cars” in their search bar.
Since broad match types are designed to reach the largest audience possible, it can capture the attention of people who may not be looking for your particular service or product. As such, your ad costs can quickly increase without affecting your conversion rate.
Unfortunately, broad match type is the default option for text ads. This means that your ads could be set to this option without you even realizing it. To put it simply, broad match keywords drive a lot of clicks, but you should be careful about positioning your business for keywords that aren’t going to result in more conversions.
For example, here is what an SERP looks like for the keyword “Google ads”:
Of course, the first ad placement is from Google. No one is going to outrank them for this keyword. However, the second placement is for a campaign manager tool, and the third placement is for advertising on Snapchat.
These products and services differ tremendously. Therefore, if you’re targeting a specific audience, you’re better off using another match type.
Phrase match keywords offer some of the flexibility compared to broad match keywords, while giving them a high level of control over their spending.
When you target phrase match keywords, your ad will only appear when a user searches for keywords in its exact order. However, some words can appear either before or after the original search term.
As you can see, phrase match keywords work a bit differently than broad match keywords. Though, there are some noticeable similarities. Exact match keywords are extremely different from both match types.
Using them in your campaign can have a significant impact on your upcoming results.
Fortunately, using exact match keywords isn’t as difficult as it seems. Below, you’ll learn about three proven ways to utilize exact match keywords in your campaign.
The shorter your keyword is, the more impressions and clicks you’ll receive if you bid on it. However, receiving a lot of clicks isn’t always a great thing. Long-tail keywords are known for having nearly infinite variations.
Thus, if you were to target a bunch of different long-tail keywords while promoting a very specific service, you could waste your budget on a lot of irrelevant keywords.
When targeting a broad target audience, it’s always best to cast a large net in a small pond. Exact match keywords help to narrow down your focus if you’re targeting a large audience.
Wide reach can run up your advertising costs significantly. With exact match keywords, you can at least know that your ads will focus intensely on the most qualified leads for your budget.
Search intent is the context an internet user is looking for when searching for a keyword. Before trying out any exact match keywords, conduct a preliminary search and see what types of words appear in existing ads.
Do you see words like “purchase”, “buy”, and more, then you can potentially target internet users who are more willing to buy than window shop.
Becoming fluent in using exact match keywords isn’t difficult. Though, it requires much patience, experimentation, and a lot of time. If you lack all of these qualities, then it’s safe to say that you need help.
Contact us today to receive a free proposal and start growing your PPC campaign.