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Are You Using the Right AdWords Option?

Broad Match Might Be One to Consider

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As you may or may not know, Google AdWords gives you four options when it comes to keywords. If you apply the appropriate ones to your keywords, your potential for increased ROI is higher. The options you have are:

- Broad Match
– Phrase Match
– Exact Match
– Negative Keyword

Today, Google is talking about utilizing Broad Match to reach more customers. First, a brief description of Broad Match from Google:

With broad match, the Google AdWords system automatically runs your ads on relevant variations of your keywords, even if these terms aren’t in your keyword lists. Keyword variations can include synonyms, singular/plural forms, relevant variants of your keywords, and phrases containing your keywords.

For example, if you’re currently running ads on the broad-matched keyword web hosting, your ads may show for the search queries web hosting company or webhost. The keyword variations that are allowed to trigger your ads will change over time, as the AdWords system continually monitors your keyword quality and performance factors. Your ads will only continue showing on the highest-performing and most relevant keyword variations.

The biggest reason to use the broad match option
is that not all appropriate keywords are anticipated. Broad match allows you to capitalize on ones that are relevant, but not necessarily expected.

"Did you know that 20% of the queries Google receives each day are ones we haven’t seen in at least 90 days, if at all? With that kind of unpredictable search behavior, it’s extremely difficult to create a keyword list that covers all relevant queries using only exact match," says Amanda Kelly at Inside AdWords.

When using Broad Match however, it is a good idea to also use Negative Keyword, which means that your ad will not appear when searches for that keyword are made. This eliminates potentially useless clicks if you don’t actually offer what they are trying to get. Basically, when using Broad Match, Negative Keywords are the exceptions.

WebProNews is at PubCon Las Vegas, and Mike McDonald conducted an interview with Ken Jurina of Epiar on Negative Keyword campaigns:


When using Broad Match, Kelly also recommends using search query reports and the Conversion Optimizer. You can learn more about Broad Match in the FAQ or more about the different options here.

Are You Using the Right AdWords Option?
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  • http://www.stayfreshup.com/blog/2008/10/30/getting-website-maintenance-done-with-a-plan/ Tertius

    I find that doing broad really minimizes your conversion rate, especially for phrases that I aim for.

    You’ll have people ‘interested’ in your product and then it’s not at all related.  Conversion goes down, budget goes up.

    I think if you have the money to spend then you should go for it.  But targetting is something I need to do personally as a small business owner.

    • Chris Crum

      True, budget is always a factor.

  • http://www.tiespecialist.com Tie Specialist

    I have found that broad matching just wastes a lot of money. You will get more visitors but many of those will not be looking for your product and conversion rate will go down. Personally I find that Google manages to make more money per sale than I do and with broad matching the cost far exceeds the margin. Anyone in business to make a profit should track conversion rate for each keyword (Google supplies code to do this), target keyword phrases rather than single keywords and use negative words to further refine the visitors you get.

  • Guest

     hello dear

  • http://www.dogarthritiscare.com Andrei

    I prefer not to use broad match at all unless there is a low search volume for the targeted keywords

  • http://www.semwisdom.com Maria

    Check out what tactics Google recommends:
    http://www.semwisdom.com/blog/adwords-tactics

  • http://www.silktiesforyou.com bow ties

    I usually use phrase match or exact match, ive wasted far too much money using broad match, lots of visitors, but not many sales in my case.

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