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Save Money with Google AdWords – A Guide to Keyword Match Types

Save Money with Google AdWords – A Guide to Keyword Match Types


Hello my name is Alec Sharratt, and I’m a
Digital Marketing Executive here at Koozai. Today I’m going to be talking to
you a little bit about keyword match types in AdWords. Now the reason why
we’ve made this video is because we see a lot of campaigns that are being set
up by people who essentially don’t know what they’re doing, and you see
the same common mistakes in every type of campaign. One of the biggest
mistakes that people make is the misuse of match types in AdWords. One of the
reasons for this is because Google makes it very easy for you to set up
an AdWords campaign and defaults everything to a broad match type. What match types have we got? We’ve got an
exact match, phrase match, broad match, and the broad match modifier. Mostly
I’m going to be covering first three types of match type in this video. To give you an example, dog leads we’ll use
as the example keyword here. Dog leads would be an exact match. Exact match
means literally you have to type or the searcher has to type exactly the
words that you’re using as your keywords into Google for it to display
your ad. Phrase match means that the keyword has to
exist within a phrase. So in this case obviously this is our keyword, and
you can prefix or suffix other words to that phrase, but the keyword itself
must remain intact. You can’t mix the words up, change their order, or add
words in the middle of them. Now broad match is different. Every word can
be replaced with another word. The order can be mixed up, and it’s really
letting Google decide what it deems to be relevant to the keyword that you’ve
chosen. Now already you can see a scale of control
here. Exact match keywords you have a lot control over. They’re
very easy to curtail the number of impressions that you’re going to
get. Phrase match opens up a bit. Dog leads, for example, you could have
anything before or after – dog leads reviews, best dog leads, cheap dog leads,
red dog leads. Obviously, you’ll need to curtail that with a negative
keyword research, which we’ll get on to later. So broad match is the widest possible scope.
You can have any of your words replaced by other words that Google deems
is relevant, and as a result, you have the least control over this type of match
type, and this is the default match type as well. So how do you control when your ads are displayed
through keywords? With keywords there are negative keywords.
So we’ve exact match, phrase match, broad match, and negative keywords.
You don’t have the broad match modifier for negative keywords. So an exact
match negative keyword would prevent your ads from being displaying. If,
using this example, dog leads were to be used, if you had that as a negative,
then it would cancel out this ad from being displayed. However, you can exclude words, such as ‘red’
or ‘cheap’ or ‘free’ or ‘view’, to try and limit the amount of impressions that
your ads are going to have based on what you sell. If you don’t sell
red dog leads, then red would be a good negative keyword to use. The same rules apply for the rest of the negative
keywords as they do for positive keywords. So phrase match would match
a word in a phrase, and broad match would pretty much say anything
using this word won’t be shown or any variation of it. So that’s a basic overview of match types
in AdWords. But that doesn’t really give you the strategies that you need
to push highly efficient campaigns. So in order to construct a very tight campaign,
something that’s only going to display the right ads to the right people
based on the right search term, we use a method called triangulation.
Now in this method, we’ll have an exact phrase and broad match ad group.
Each ad group will contain specifically the match types the ad group
is limited to. So we’ll have an ad group with only exact match keywords, an
ad group with only phrase, and the same with broad. Now what we’re going to use is negative keywords
in order to limit the exposure of those ads based on their match
type. Exact match positive keywords don’t require negative keywords,
because the ad will only ever be displayed if someone types in the exact term.
So we’ll never need to curtail or limit our impressions with positive
exact match keywords. However, in the phrase match group, we’ll
add exact match negative keywords for every keyword in this group. So assuming
that say we’ve got dog leads and red dog leads as keywords in this group,
we would have both dog leads and red dog leads as exact match negatives,
specifically at ad group level for the phrase match ad group. Then the broad match ad group will have phrase
match at negative keywords, again following the same pattern. So if the
keywords in this group are dog leads and red dog leads, we would have negative
phrase match keywords at ad group level for dog leads and red dog leads. Now what this does is it restricts the times
at which your ads are shown. So your exact match ads will show whenever
someone types in the phrase exactly. That’s always going to be the case.
However, if they type in the phrase exactly, the exact match negative will
prevent any of your phrase match ads from displaying as will the phrase
match in the broad. This means that only the ads in your exact match ad group
will be shown for that particular keyword. Likewise if someone searches for a phrase,
such as ‘long red dog leads UK’, then this will be a phrase match. Exact will
never show because it’s not an exact match. Broad match could have shown,
but because we’ve excluded any phrase possibilities from allowing that to
be displayed, only the phrase match will display. The same is true for the
broad match, because phrase and exact won’t bring up those. Those ads
won’t be displayed as a result of these searches. Only the broad match ones
will if it is broad match keyword. Now what this does is it gives you a lot more
control over your ad text or your ad copy. For each particular ad group,
you can create much more targeted text that’s specific. In the case
of exact match, you would want to use the exact keyword that you’re targeting
within the ad text as this will bring the ad up. It will be more relevant.
This has knock-on effects in terms of improving click-through rates
or improving relevance, improving quality score. That all has a knock-on effect
to reduce the cost per click and ultimately the cost per conversion. With the phrase match, again you want to use
the keyword within the ad text more than likely, but also you might want
to use sort of dynamic keyword in search in either before or after to make the
ad more relevant to the searcher. With broad match, you can be a little
bit less specific with your ad copy, and you’re really throwing the net
sort of a little bit wider here. So by doing this you can target a much
broader audience and without restricting people by having the same ad text
for what would essentially be every variation or every combination of match
type. You can create much more efficient and tight campaigns, ensuring
that your ads are only really being displayed as and when they need to be
displayed and to the right people. The obvious benefits of this, as I said, are
reducing the cost per click, the cost per conversion, increasing the whole
health of the account by bringing click-through rates up, and being
relevant to the searcher, which is ultimately the aim of anyone optimising
a pay per click campaign. I’ve come on to the broad match modifier last
because it’s not used as much throughout campaigns. You don’t have a negative
version of it. Essentially what this does here is if you put the broad
match modifier plus sign in front of say the word “dog” in our keyword
here, it would mean that the word dog can’t substituted for any other type
of word. It can be moved position, changed order, but the word itself
cannot be changed. This curtails a little bit more the broad match
type. In this case, leads could be changed for another type of word, harness
or strap, collar, that kind of thing. But you might specifically only sell
dog related paraphernalia. So you can limit that a little bit more here. But in terms of generally limiting the exposure
of ads to keep it relevant to the user or the searcher, we really do
need to use negative keywords. Broad match would be the most common way of
excluding terms, as mentioned earlier. If you don’t sell red dog leads,
then use the word “red” as a broad match negative, and that will prevent
your ads from being shown. The importance of this is really if you get into
a campaign, you go into the search terms, and you can see everyone that’s
searched for something, that then as a result of that clicked on your ad. Now that’s fine, but what that doesn’t show
you is all of the search terms that people searched for that displayed your
ad or triggered your ad to be displayed but then didn’t click on it. As
a result, there could be thousands, tens of thousands, hundreds of
thousands of search terms that people are putting into Google that are bringing
up your ad, that are giving you an impression, reducing your click-through
rate, damaging your quality score, and you just won’t know what
they are. So this really highlights the importance of negative keyword
research in any campaign. What you often see with a campaign that’s
being set up by someone that is not trained or hasn’t much experience in AdWords
is that everything is put on broad match. There will be actually
no negative keywords in the campaign, and as a result, people spend a
lot of money on keywords that just aren’t relevant to their business. Then
they’ve no real commercial value to them what so ever, and quite often
people will lose interest or faith in the system because it’s just not
making them money. Whereas in most cases, adding few negative keywords,
a couple of thousands or a few hundred depending on the size of the campaign
will really make a massive difference to the overall efficiency of the
campaign. Okay. So that’s keyword match type in AdWords.
My name is Alec Sharratt. If you’d like to see more of my blogs, you can
do so on our YouTube Koozai channel. You can follow us on Twitter, like
us on Facebook, or visit our website at www.koozai.com. Thanks for your
time. Good-bye.

14 thoughts on “Save Money with Google AdWords – A Guide to Keyword Match Types

  1. Ok so I tried this, and I get the following in one of my phrase keywords:
    A negative keyword ([myKeyword]) is preventing your ad from showing. Yet, it is still getting impressions / clicks. Is this google getting confused? Am I going to piss off Google by using this method?

  2. @TheAlecSharratt Thanks for the reply Alec, you just boosted my CTR… massively. I'd heard of the triangulation method before but it was always wrapped up in spammy looking sales vids from the USA lol – so I chose to ignore. You put yourself across well in that video mate. Thanks, again. Matt

  3. nice video but it raised this question. If that with phrase match, your ad can show when someone searches for your exact keyword, or your exact keyword with additional words before or after it. Why would I bother creating an exact match ad in the first place and subsequently emploting the triangulation method…

  4. I just watched this and is it still a viable way to set up adwords? I did this with a couple of my ad groups and it says, when I scroll over them them that they are not showing because there are negative keywords in the ad group that are the same but with different modifiers. Is this normal, is that what it is supposed to do? Thank you

  5. It depends on what you're trying to do with your campaigns. If I'm a new brand and trying to get traffic to my site, then phrase would be better than exact because it drives more results; however, if I'm selling something, I want people who are ready to buy. That could drive you more to an exact phrase match. You also need to be very aware of your CTR. A high CTR saves you money. BTW, exact phrase isn't necessarily exact. If my exact term is [men's ties], i will still come up for [man's ties].

  6. Great vid! Just one question: In essence, your saying that you should use the same keyword(s) in all these ad groups, both positive and negative, correct? Therefore 'Dog lead' would appear as an exact match if someone searches just for the words 'Dog lead', but as you've also includes 'Dog lead' as a phrase match then if they search for 'Second hand Dog lead', then it would come up. As well, if they search for 'Where to lead a Dog?' it would show up under the broad match setting as the term 'Dog lead' is in there as well. Essentially what this method is doing is making sure that your ad is showing up whenever anyone writes 'Dog lead' but only once via either your Exact, Phrase, or Broad Ad groups, and thus you're not paying for your ad to show multiple times on one search…. have I got that right? Just want to be clear on the use and functionality of this methods. Cheers, S

  7. Hey! Can you help me please? I have a BIG problem concerning google adword 2015. I've been trying really hard to find out my problem on my google adword account but I haven't found out yet. I've been comparing my account to people here on youtube and it seems that mine doesn't look the same obviously. Actually, on the section on the right side, without doing anything, it's supposed to be written " your plan is currently empty…. etc… Add groups : 0 " and right there, there's a tab to select from " broad " to "exact" to "phrase" as you probably know. My account doesn't show this and I don't know why. it's written " your plan is currently empty…. etc…AND JUST BELOW "Get started with an empty advert group". That's it! I can't select anything. How come ??? thanks!!!!

  8. Hi, this is an excellent strategy. My only question is, is this still relevant today? Google keeps on changing its algorithms and workings and hence some strategies become obsolete.

    Thanks

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