Keyword Match Type Optimization for Google AdWords PPC

Broad, phrase, exact keywords match topics, why?

Sponsored search marketing strategies are constantly evolving with the search engines. The complexity to properly manage and optimize a sponsored search account continues to evolve with the structure of organic search results. From optimizing many sponsored search accounts one key component we continue to see clients and other search marketing companies miss implementing is different match types for keywords. Google has the most complex and widely used sponsored search program called Google AdWords so we will base our analysis of keyword structure setup on their platform.

AdWords allows you to target three keyword match types called broad match, phrase match, and exact match. Each of the three match types have distinctive roles in creating, implementing, and optimizing your sponsored search campaigns. Keywords will receive impressions which are the number of times they show your advertisement. Of the three match types broad match will receive the most impressions, phrase match will incur the second most impressions, and exact match keywords will receive the least number of impressions but the most relevant targeting. As mentioned each type has their distinctive roles.

Broad match keywords - Target the widest array of keywords (search terms) and receive impressions for all keyword searches the AdWords system finds related to a particular keyword. For example if you are targeting “red shoes” on broad match it will hit for many keywords including but not limited to “red shoes”, “red shoe”, “big shoes red”, “clown shoes”, “shoes that are pink”, now you may ask – why did my keyword “red shoes” hit for such a variety of keywords and how do I control this? Well first you can target pink shoes by setting it to exact match using the following keyword structure [pink shoes]. Now with the above set of keywords you hit for the next question is, well how do I optimize red shoes? Well first you want to be measuring conversions on your keywords to make sure consumers are not using keywords you may not think are not relevant to your topic – relevance. For example consumers searching “pink shoes” may actually be purchasing your “red shoes.” So to optimize red shoes you will either want to add keywords discovered using broad match to your Ad Group or add the keyword as negative. I would recommend adding the keywords discovered either as exact match or negative exact match keywords. The main advantage to using broad match type leads to keyword discovery.

Phrase match keywords - Target more focused sets of keywords and receive impressions for all keywords (search terms) the AdWords system finds to be outside of the particular keyword phrase being targeted. For example if you are targeting “red shoes” on phrase match it will hit for keywords including the phrase “red shoes”, which would include the keywords “big red shoes”, “red shoes small”, “clown red shoes”, “red shoes that are big.” Now you may ask, why did my keyword “red shoes” on phrase match hit a variety of keywords and how do I control this? First, you can target big red shoes by setting it to exact match using the following keyword structure [big red shoes]. Now with the above set of keywords you hit for the next question is, how do I optimize phrase match “red shoes”? To optimize “red shoes” phrase match you will want to add keywords discovered using phrase match to your Ad Group or add the keywords as negative. I would recommend adding the keywords discovered as exact match or negative exact match keywords. The main advantage to using phrase match type is to refine your keyword discovery and targeting by narrow-casting the related keywords your target keywords will appear for.

Exact match keywords - Increase precision to your targeting by only hitting the keyword you are targeting and receive impressions for only the exact keyword (search term). For example, if you are targeting “red shoes” on exact match it will hit only for the keyword “red shoes.” Now you may ask, why did my keyword “red shoes” on exact match hit only for the keyword “red shoes”? This is because if you target red shoes by setting it to exact match using the following keyword structure [red shoes] it will only for “red shoes”. Now with the above set of circumstances the next question becomes how do I optimize exact match “red shoes”? To optimize “red shoes” exact match you will want conversion tracking in place and you will want to set your cost per click to allow you the most optimal conversion cost. You will also want to focus on finding the strongest Ad Copy to match up with your exact match targeted keyword. The main advantage to using exact match type is to optimize what you are paying for an actual keyword click (cost per click) and controlling the auction to your optimal precision.

After learning about the different match types we would recommend refining your account further as often as possible using search query reports provided on the reports tab in Google AdWords. You will be surprised at the amount of work this refining process will create, but it will take your account to a whole new level. Good luck and happy bidding!
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