Understanding the three different Google AdWords Match Types is important. A lot of problems from PPC Analysts can come from a simple misunderstanding of the relationship match types have to a user. I want to talk about Broad Match Types, and how rethinking their role can improve your AdWords Campaigns.
In my post Keyword Match Types explained I mentioned that Broad Match is very similar to a missile turret. They are costly, heavy and can do a lot of damage if not used correctly. Let's also compare Broad Match to a bomb.
Let's say that we use the keyword 'shoes'. The general misunderstanding that exists about Broad Match, is that it will react similar to and Exact Match Keyword. Very rarely does someone type in JUST 'Shoes' and have your ad displayed. That would be the job of an Exact Match.
We need to think of Broad Match keywords like a bomb that will trigger search queries that we've never seen or heard of before.
This picture demonstrates what I'm talking about. You 'drop' your Broad Match keyword of shoes, and it will explode into tons of search queries that people have used to trigger your ad.
The mistake that most PPCs will make, is they don't fully take advantage of these search queries that are being fired off while the Broad Match is running.
A healthy AdWords PPC Campaign is always adding Exact Match Keywords based on Search Queries from Broad Match triggers.
Let's go over how to do this in the AdWords Interface.
Get into your Campaign, and sort your Ad Groups according to highest converting. Then break down into an Ad Group. Under the 'Keywords' tab you will see a button that says, 'See Search Terms'. Click it and select 'All'.
You will then see the search queries that your users have typed in to trigger your add. These are usually the keywords that your Broad Match Keywords have triggered.
If one user converts on a specific search query, the likelihood of another converting on that same query is very high. So adding these keywords will do many things:
Increase CTR because your ads will be more relevant. Increase Quality Score for your keywords, thus lowering your CPC. Exact Match Keywords are inherently more expensive than more Broad types because they are more relevant, but your clicks will be more precise and you will require less clicks for a conversion. Increase Quality Score for your keywords, thus lowering your CPC. Exact Match Keywords are inherently more expensive than other Match types because they are more relevant, but your clicks will be more precise and you will require less clicks for a conversion.Some of you will think, 'I can turn all my Search Queries into Exact Matches and raise my quality score and spend less money."
However, bidding on Broad Keywords is always important in a healthy campaign. The real trick is to always be converting your Search Queries to Exact. In my experience, I have gone through this process once a week. In my Campaigns I have found it to be very effective.
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