Thursday, 23 May 2013

Keyword Match Types Explained

Within AdWords and also in the Microsoft AdCentre you can select a different match type for each keyword in your Pay Per Click campaigns.

What is a keyword match type I hear you ask? Well, there are essentially three different types of keyword match type:

1. Exact Match
2. Phrase Match
3. Broad Match

Exact Match
Exact Match is exactly as you would expect.  If you sponsor a keyword and put it on Exact Match in your Pay Per Click campaign, then you will only get shown for that keyword and nothing else.

E.g: you sponsor the keyword red shoes. You will only get shown for searches that are red shoes. The way to set this up in the Google AdWords system is to use the square brackets [ ] either side of the keyword you want to sponsor.

Phrase Match
Phrase Match is an extension of Exact Match.  You will be shown for the exact keyword you are sponsoring plus any additional words either side of it.  The system will look at the keyword string and will show the ad as long as that string of letters isn't broken.

E.g: Your sponsoring the keyword red shoes still.  You'll be shown for the search red shoes, cheap red shoes, red shoes in london, but not cheap shoes that are red. To add a phrase match keyword to your PPC campaign instead of using the square brackets you use the quote marks around the keyword " ".

Broad Match
The last of the main PPC keyword match types is Broad Match.  This as you would expect, is the opposite to Exact Match, and is the next level on from Phrase Match.  With Broad Match your advert will be shown for the keyword itself, the keyword and words around it, and the keyword with other words splitting it.

E.g: The keyword red shoes is in the campaign, you'll get shown for red shoes, cheap red shoes and shoes that are red.  The way to set a a Broad Match keyword in your AdWords PPC campaign is to simply add it to the account with no need for anything else.

Keyword Match Types, PPC, Pay Per Click, Google AdWords

All keywords that you add are defaulted to Broad Match, so be careful! Broad Match is great to get your advert seen by lots of people and really good to see what people are typing in, a keyword research tool if you will.  But if you don't have many negative keywords then your PPC advert is likely to get shown for all sorts of searches that you really don't want to be found for.  The key (if you pardon the pun!) is to get the balance right between Broad Match and Exact Match in your PPC campaign.  Exact Match will give you greater control but will drastically limit your advert being shown. Broad Match and the advert will appear for anything!

A good PPC Specialist will test different match types on different keywords to get a good mix of searches your advert will appear for.  If all that sounds a bit heavy then don't worry.  At PaulSearch we understand the differences and will do all the hard work for you.  Contact us at for more info, or just a chat about all things PPC.

The Key Is Research - Keyword Research That Is!

People's search habits change all the time, and the job of a PPC Specialist is a constant battle to try and keep up and second guess how people will search next.

Everyone will have their set of core keywords that they will want to bid on.  The bonus of managing a Pay Per Click campaign properly is finding all those hidden gems that you've not thought of, but are being typed into Google as we speak!  These can be split into two categories.

The first is known as long tail keywords.  These are keywords that aren't going to generate millions of clicks to your website; but these are highly targeted keywords that are quite long in length.  Because they are less popular they will be a lot cheaper when someone does click on them.  These are also going to be very good converting keywords.  So even if they don't produce many clicks, don't rule them out!

Long Tail, PPC, Pay Per Click, Keywords, Adwords, Google

The other way to get more keywords into your PPC campaign is to use your Broad Match keywords as a kind of research tool.

There is a setting in the AdWords interface that you can use to help mine for other keywords, known as the Search Query tool. If you go to keywords, then keyword details tab and select all, you'll find a list of keywords that the AdWords system will think are similar to the keywords already in the account:

Google AdWords, PPC, Pay Per Click, Keywords, Long Tail

From there you can manually add each keyword to the campaign by simply ticking the box next to the keywords.  Or there is a download button which you can put into Excel and then categorise in the normal way:

Google AdWords, PPC, Pay Per Click, Keywords

It will show you which are already in the campaign, and will give you an idea of others you may want to bid on that you wouldn't have necessarily thought of.

This is something that needs to be done fairly often to ensure that you are bidding on all keywords to do with your business.  At PaulSearch we can do this for you as part of the process we go through when managing campaigns.  Get in touch if you want to know more by email or though the contact us form on the website.