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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SEO services many industries from vertical niche businesses to global brands. SEO.cc has cultivated a specialty in Sponsored Search Management because our agency believes it is the most effective way to deliver measurable results. As a boutique online marketing agency we focus on offering unparalleled customer service. Our customer service focus drives us to tailor each marketing campaign to fit the unique needs of our individual clients. In addition to a tailor-made campaign you can expect SEO.cc to provide you with up-to-date monthly reports that spell out exactly where your investment is being spent and how your target market is reacting and interacting with your marketing message. At SEO.cc we are committed to making online marketing easily transparent and understandable while insuring every client receives optimal results!

Search Engine Marketing

A Search Engine Marketing program in today's market should create an Online Marketing campaign with key strategies to bring highly qualified visitors to your website from the major search engines. Search Engine Marketing targets visitors that are expressing interest in your products or services by asking the search engines for information related to your field.

A common practice in Search Engine Marketing today is Search Engine Optimization - SEO – the strategy of creating a website as a relevant source in regards to a websites information. This allows your website to appear on the search engine in the area many associate as being the search engine‘s choice website as a source of information.

Traditional SEO complimented by a Sponsored Search campaign commonly referred to as PPC - Pay-Per-Click or CPC – Cost-Per-Click marketing allows companies to target keywords beyond what their website may currently focus on. Sponsored Search also allows a website owner to have a flexible strategy when it comes to choosing the keywords they would like to attract visitors for or the geographic area they would like to target.

Search Engine Optimization and Sponsored Search combined create a complete SEM - Search Engine Marketing strategy. Search Engine Marketing gives many visitors the impression that your website is a qualified information source because it is at the top of the search engines.

The quality of website visitor traffic can vary based on your website positioning. When being placed at the top of the search engine you are most likely to attract an active and ready to act shopper. Whereas being placed on the second or third page of the search engine you are more likely to attract a researching visitor.

A complete Search Engine Marketing solution should encompass both Search Engine Optimization and Sponsored Search on the major search engines.

Once a visitor arrives at your website you want them to perceive you as a relevant source of information. You are already in the consumers’ mind relevant to a specific topic because the user found you on the major search engines. The next step in the communication channel is developing a relationship.

When a visitor arrives on your website it is important they find relevant content. Visitors to your website can represent many objectives in the online world, including turning a visitor into a lead or sale. When creating your online marketing strategy for your business it is important to focus on the results you would like to see your website deliver – leads or sales –it is also important to create a concise message that you would like your visitor’s to receive.

Qualified website visitors can arrive from both types of search engine marketing, Search Engine Optimization and Sponsored Search Marketing. We find the best way to test Search Engine Marketing and its effectiveness, is by starting with a Sponsored Search Marketing campaign and using the data collected in your campaign to create the strategy for your Search Engine Optimization campaign. A Search Engine Optimization campaign is not as dynamic for targeting as a Sponsored Search Marketing campaign, though a Search Engine Optimization campaign will mark your site as a relevant source for information.--

Zach Hoffman
www.SEO.cc - Online Marketing Agency
Zach@SEO.cc
Dial Up: 866-999-4SEO (4736)

SEO an Intangible Asset???? Building VALUE

SEO services allow your company the ability to sustain positioning on the Search Engines when it comes to searching words relevant to your business activities. We continue to build value for clients looking to optimize for their local markets.

The value in local market SEO work is priceless when it comes to captalizing on all forms of your marketing investments. We help you create an opt in consumer who is looking for your type of services in an immediate area to your business. If you are marketing in any other advertising media including: radio, television, print (magazine, newspaper), direct mail, and if you have a website it is neccessary in today's economy to capitalize on local listings on your search engine. We achieve this for client's on both Sponsored Search (pay per click) Management and Natural listing (free relevancy based area) services.