A Beginner’s Guide to Google AdWords – Part 2

Keywords and phrases should be highly specific and relevant to your business, as described in the first part of this article. Google rewards relevance. It’s not just about paying to get to the top…

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A Beginner’s Guide to Google AdWords – Part 2

Keywords and phrases should be highly specific and relevant to your business, as described in the first part of this article. Google rewards relevance. It’s not just about paying to get to the top of the list.

So your keywords should tie in directly with your ad copy and your website. When someone types your keywords into Google, they should be looking for a business exactly like yours. As a result, those people that click on your ad will already be predisposed towards buying from you.

When you have your keywords ready and set, go to AdWords and create your first ad group. You can now insert one of the sets of keywords that you created in the previous step and create one ad. When inserting the keywords you can select the match type. This allows you to have control over what search term triggers your ad. What match to use?

AdWords: Working with Different Keyword Match Types

Google offers four ways to match keywords: broad, phrase, exact and negative match. Use of punctuation when you input your keywords indicates which type of matching you want.

  • Broad Match is Google’s default setting for all keywords. Your ads may be triggered when someone searches for any words that include your keywords. For example, if your keywords are “garden design and maintenance” then your ad may appear if someone types in “garden maintenance”. Some variations such as synonyms (shop/store, for instance) and singular and plural forms may also trigger your ads. You do not have to use any kind of punctuation to specify that a keyword is broad‐matched.
  • Phrase Match is more tightly targeted. Your ad only appears when someone types in a phrase that contains your entire keyword phrase — i.e.: “garden design and maintenance”. If someone types in “urban garden design and maintenance”, your ad will be triggered. Use quotation marks to indicate that your ‘keywords’ need to be phrase‐matched.
  • Exact Match goes another step further. Searches must be identical to your keyword phrase. To get an exact match put your [keyword phrase] in square brackets. With exact match, you may get higher click‐through rates (CTRs) as you only appear when searches are specifically relevant to your business.

Think of your goals and budget when planning your Google AdWordds campaign. If you want to target people specifically interested in your product, then Phrase Match or Exact Match will give you more relevant clicks, and as a result, a cheaper price.

  1. Start out using Broad Match, with care

If you are a beginner and you don’t yet know your market thoroughly, start with fewer keywords with a broader match to get an idea of what people search for. But be careful! If you use broad match, you might trigger a lot of unwanted clicks, so monitor your campaign very closely.

TIP: If your market is highly competitive and you need to set up a campaign very well, avoid using broad match, it reduces the quality of the campaign!

  1. Opt for Phrase Match if you want more flexibility

Phrase Match gives you more flexibility in reaching customers than exact match will, thus aiming for a higher CTR. Once you have a clear picture of searched terms generated by broad match keywords, the proper next step is to increase CTR and narrow down your campaign via the use of phrase matching.

  1. Use Exact Match, especially with very general keywords

These keywords are generally the ones which are short (1‐2 words) and with a broad meaning, i.e., “computer store.” This match can help you lower costs, but take note that it causes you to lose impressions.

Another part of setting up your ad campaign is done! Stay tuned for the third part of Beginner’s Guide to Google AdWords series – Writing Tips for Successful AdWords Ads.

Don’t forget: If you are planning to create your own Google AdWords campaign, check out our Online Advertising service!

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