Keywords play an essential role in the success of your digital marketing campaigns. Online marketers have to consider their target audience when carrying out keyword research and then incorporate the results into their content strategies.
This is important because 53.3% of all website traffic comes from organic searches. Your website won’t be served to those using the search engine if your content doesn’t include the right keyword and keyphrases.
Similarly, finding the right keywords is important for the success of your paid ad campaigns as well. Google Ads allows keyword match types to be set on the keywords, which are parameters that decide the triggering of your PPC ads. With these parameters, Google provides control to advertisers on the PPC ads and keywords.
Read ahead to see what keyword match types are and their importance in online marketing.
A keyword match type is a Google AdWords keyword option that delivers an ad on Display Network and Google Search Network. According to the keyword option you select, the ads are shown to either a special user group or a broad target group.
However, the keywords are quite generic and broad to ensure that you factor in for the maximum number of users.
When you select a PPC keyword match type, you ask Google to match your ads to the user searches in a particular way. For instance, an exact match can be too specific and picky, while a broad one will show many user searches that may not apply to your product or service and therefore be of no use to you.
The keyword match type integration of your choice helps the algorithm decide the platforms where your ads appear. As a result, you can target the right and more specific audience. In addition, the keyword match type you select determines the relevancy of the presented ad and the search keywords.
Match type and keyword selection both help to target people when they search in Google. With this match-type option, you can use all the available matches and get a high return on investment for your PPC ad campaigns.
It is essential to understand the different match types and execute a combination of them to help you create an effective Google Ad campaign. You can avoid irrelevant keywords, which will help you save the budget that you can use to drive more conversion rates.
Your keyword match types ensure you get the most value from your PPC advertisement budget. The four main PPC keyword match types determine how a search query matches your Google Ads account keywords. These include Phrase Match, Broad Match, Exact Match, and Broad Match Modifier.
With a proper understanding of each of these match types, you can choose the most suitable one for your campaign to improve your ROI ultimately.
Your keywords are assigned a default type which is the broad match. This lets search engines display your ads for terms that are your account’s keyword variations. Your ads can be displayed on searches with synonyms, related searches, misspellings, other relevant variations, and singular or plural forms.
This casts the widest net possible, bringing in all kinds of searches to show your ad. However, it is essential to realize that broad match can waste PPC’s budget when it displays your ad on irrelevant keyword variations.
For instance, if you own musical instruments with a good variety of acoustic guitars at an Orange County shop, your selected keyword will be “Acoustic Guitar Orange County,” and Google can interpret it for the following search matches:
When you use the broad match type, you can end up paying for results or search terms that are different from the keywords you bid on, resulting in the Iceberg Effect. As a result, you can overpay for irrelevant search topic ads and have minimal control over the search terms your ad is displayed for.
If you want to generate the maximum traffic for your landing page, a broad match is beneficial. However, you can get lost in the vast amounts of irrelevant terms that show up in your search term report, which will be of no use since you want to attract potential customers.
A broad match generally generates many clicks for your website, but not all of them are from your targeted audience. The chances of conversion are significantly less, resulting in high ad costs with less ROI.
A broad match is a good option for your ad campaign if you cannot create in-depth keyword lists. If a particular ad gets no clicks on some keyword variation, your ad will no longer be displayed by Google’s system for that search term. As a result, the click charges will decrease for your low-performing keyword variations so that you can spend more on relevant keywords.
You can use negative keywords with phrase and broad match keywords, as the addition of negative keywords helps increase targeting, improving your ROI when you use the broad match. This means that when you designate a negative keyword, Google can never display your ad when that term is used in a search.
Use a minus sign with a keyword to create a negative keyword and clock a significant amount of irrelevant traffic. But know that this will limit your reach.
This is a more trustworthy and responsible version of the broad match type for your Google Ads budget. It acts as a moderation between the broad type and other restrictive match types. In addition, it allows you to pick specific search terms that should be in your ad for it to be displayed.
Add the plus sign with one or more words and create your broads match keywords. These appear in a user’s search in no specific order. Broad match modifiers give more control and visibility over how you spend your ad budget than the broad match type.
Furthermore, broad match modifiers are safer with a greater click-through rate (CTR) than broad matches. This happens because synonym or related search keywords do not trigger your ads.
This match type gives a range of searches with helpful keywords that you had not previously considered, but that still have the potential to trigger your ad. With a modifier like the plus sign in your broad match keywords, your ad traffic’s relevancy increases as they generate highly targeted traffic.
It is best to use this match type to increase your impression count and decrease the irrelevance the broad match generally gives.
Phrase matches are keyword match types that eliminate the unnecessary and risky traffic that the other match types produce. With the phrase match type usage, when someone searches for your keyword phrase, your ad is displayed in the search results in proper order.
Unlike broad match or modified broad match, phrase match does not have search terms with the middle words of your phrase. Phrase match is also a better option when your keyword’s meaning changes with the order of terms. It ensures that your keyword is displayed in the order that you choose.
Phrase match type has better flexibility than an exact match which makes it so important, and it also lets Google show more discretion than the broad match types. Furthermore, since you don’t have to follow exact matches, you can enjoy the phrase match’s wide audience. However, you can expect irrelevant traffic here as well.
Phrase match is essential to maintain the word order and ensures that you reach the correct searchers. As a result, a specific keyword of your choice has increased traffic, and your ad budget is better focused on more relevant traffic.
There will be a difference between the traffic volume that broad match and phrase match bring to your site. However, phrase match does get higher-quality traffic with more conversions using a more niche-targeted ad, which makes up for the lesser traffic.
The most restrictive PPC keyword match type is the exact match type since it restricts the display times of your ad. So while this type gives you the most relevance, it provides the lowest reach to your ad.
It would be best to use the exact match type when you want to serve your ad for a particular keyword. With an exact match, you can choose to show your ad to only those customers who search for that same keyword or one that is closely related to it.
These closely related terms include misspellings, accents, abbreviations, stemming, singular and plural forms, recorded with the same meanings, conjunctions, and prepositions. Again, you can create an exact match type with brackets around a specific keyword.
Such match types lower your ad’s traffic and generate fewer clicks or impressions than other match types. However, exact match generates highly targeted traffic with the maximum conversion chances because users search for the exact term you have created your keyword around.
Additionally, exact match keywords help increase your Quality Score because of lowering the search term-to-keyword ratio. This match type has ads that create the most click-through rates but at the greatest cost-per-click.
The exact match type can help to decrease your overall costs because you only pay for fewer targeted clicks. However, it is also essential to note that you also risk missing helpful keyword-related traffic with the further inability to get long-tail data.
It is essential to choose the right PPC keyword match type for an effective PPC strategy. There are four match-type keywords that you can select for your campaign, depending on which one fits your needs closely.
Since the match type decides the extent to which a search query matches your keyword in the Google Ads account, you have several options to choose from. These include Broad, Broad Modifier, Phrase, and Exact match types, where each of these has its pros and cons, making them optimal for various types of campaign goals.
In any case, keyword match types play an essential role in online marketing, and marketers and advertisers must use them for effective marketing campaigns.
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