Category Archives: Google AdWords

Google Ads – Why you Need to Use Broad Match Modifier

Google Ads (formerly known as Google AdWords) recently introduced ‘Broad Match Modifier’ that lets you create keywords that are more targeted than broad match, yet have a greater reach than phrase or exact match.

With modified broad match, you put a plus sign (+) in front of one or more words in a broad match keyword. The words that are preceded by a (+) sign must appear in the user’s keyword phrase exactly or as a close variation.

The words that are not following a (+) sign will trigger ads on more significant query variations.

This feature can drive more traffic than phrase or exact match, and attract more qualified traffic than broad match.

What are examples of modified broad match phrases?

Say your broad match phrase was “red purses.” That phrase could prompt ads on relevant query variations like “red bags,” “colorful purses,” “women’s clutches,” etc.

But if your modified broad match was “+red purses,” the word red or some close variant would have to appear in the keyword phrase.

Close variants include misspellings, singular/plural forms, abbreviations and acronyms and stemming.

So the query “redd purses” or “reddish bags,” for example, could trigger your ad.

If you made your modified broad match “red +purses,” the word purse or some close variant would have to appear in the keyword phrase. Examples include “colorful purses,” “colorful purse,” or “women’s purrses.”

Hasn’t Google Ads had a feature like this before?

Google Ads hasn’t had a feature quite like this one, though years ago Google’s broad match was more targeted than its current broad match.

Broad match meant that words in a keyphrase could appear in any order in a query. Eventually Google switched over to its current version of broad match, and many people complained.

They felt that Google prompted ads for terms that weren’t necessarily relevant, requiring them to draw up long negative keyword lists.

One WebmasterWorld forum user complained, for example, that he saw queries as exotic as “zebras near chicago” for “widgets near chicago.”

How do I enable modified broad match?

Go into your Google Ads account, click on the Keywords tab, and select the keyword phrase you want to edit. Click on the current match type in the Type column and choose modified broad match from the drop-down menu. Add the necessary (+) signs to the keyword phrase.

How do I know if modified broad match is a good idea for my campaign?

If you decide to give it a try, make sure you track how your campaign performance evolves. See, for example, how your clicks, CPCs, conversions, return on investment, and so on change. Google notes in its broad match modifier overview that you can produce a performance report that just details information about modified broad match keywords.

If modified broad match keywords seem to be improving your ROI, then stick with them. If not, stay with broad match, phrase match, or exact match.

[Click on the screenshot below to enlarge it]

Google Ads - Why you Need to Use Modified Broad Match Modifier

Sources:

5 Easy But Effective Ways to Optimize your PPC Keywords >

Top 9 AdWords Mistakes You Really Need To Avoid >

What Is Modified Broad Match? Using the Broad Match Modifier in PPC >

Keywords vs. Search Queries: What’s the Difference?

Keywords vs. Search Queries: What's the Difference?

In casual conversation, the terms “keyword” and “search query” are often used interchangeably, but there is actually a difference. So what is the difference between a keyword and a search query?

A search term is the exact word or set of words a customer enters when searching on Google.com or one of Google’s Search Network sites.

Search Terms = Search Queries

A keyword is the word or set of words AdWords advertisers create for a given ad group to target their ads to customers.

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Source: Keywords vs. Search Queries: What’s the Difference? | WordStream

Mobile Ads on Google AdWords

Mobile Ads on Google AdWords

People spend 15 hours per week researching goods and services on their smartphones. Traffic from mobile devices will continue to grow, so start targeting that traffic now.

According to Google on an average week, 54% of the people who saw ads for my Google AdWords Campaign were on smartphones. Google advises that in order to help turn more of these viewers into customers, one should create ads specifically for the small screen.

Keep in mind:
  • Since there is less room on mobile, keep your message short and direct – Google recommends you have the most important information in the headline and first description line.
  • Assuming your ad group contains both a standard text ad and a mobile-optimized text ad, on mobile devices, your mobile-optimized text ad will be given preference over standard text ads. On computers and tablets, your standard text ad will be given preference over mobile-optimized text ads.
  • Google does not recommend your ad group to only have mobile-optimized text ads.
  • On mobile devices, where space is tight, AdWords optimizes your ad to show the highest performing text. If you have ad extensions that perform well on mobile, those may appear in your ad to show potential customers the most relevant information.

Made for Mobile Ads on Google AdWords

People spend 15 hours per week researching goods and services on their smartphones. Traffic from mobile devices will continue to grow, so start targeting that traffic now.

Made for Mobile Ads on Google AdWords-Ad a new Ad

Create an Ad: Go to Campaigns > select your Campaign > click ‘+Ad’ > on the drop-down menu click ‘Text Ad’ > follow the prompts.  On ‘Device preference’ click ‘Mobile’.

Made for Mobile Ads on Google AdWords-Create a new Text Ad

Made for Mobile Ads on Google AdWords-Select an Ad Group

Don’t forget to ‘select an ad group’ by clicking on the ‘Choose’ button.

Made for Mobile Ads on Google AdWords-Excessive Capitalization

Google will review your Ad.

Made for Mobile Ads on Google AdWords-Excessive Capitalization-part 2

Below a preview of how your Ad will look like.

Made for Mobile Ads on Google AdWords-Ad Preview

Don’t use excessive capitalization. Type ‘Free’ rather than ‘FREE’.

Once you signup for AdWords and create a Campaign, Google will from time to time send you “tune-up” emails with easy to follows steps on how you can improve your Ads.

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Resources – Additional Reading

https://support.google.com/adwordspolicy/answer/6021546?hl=en&expand=047#fix

 

The Search Terms Report – Which Keywords were People Searching for when they clicked on your Ad?

The Search Terms Report

This Report gives you information on what people were searching for when they saw your ad and clicked on it. This information can help you remove or pause poorly performing keywords or add new ones. You can also use the search terms report to help you identify negative keywords.

Go to https://adwords.google.com > click on your Campaign > click ‘Keywords’ >

Search Terms Report

Click ‘Details’ > click ‘Search Terms All’ on the drop-down menu.

Search Terms Report 2

On the page that opens scroll down the page to view the terms (keywords) that people searched for.

S Terms Report 4