The Importance of choosing the correct Keyword Match Types. To build your search campaigns you need to setup Keywords in every Ad Group. You must add keywords that match the words or phrases that people search for.
Keyword Match Types
Broad Match
Broad Match Modifier
Phrase Match
Exact Match
Symbol
Keyword +Keyword “Keyword” [Keyword]
Broad Match
Broad match is the default match type that all your keywords are assigned to. Ads may show on searches that include misspellings, synonyms, related searches, and other relevant variations. So if your keyword is “women’s hats,” someone searching for “buy ladies hats” as well as “women’s scarves” might see your ad.
Important Ad Types: Google Ads assist you to Grow Your Business. Google Ads are used by over 1 million businesses around the world. You set your own budget and you only pay when a visitor clicks the Ad to visit your website. Google Ads is an effective way to promote one’s website.
The important Ad Types to use in Search Campaigns and Display Campaigns are:
Expanded Text Ad
Responsive Search Ad
Responsive Display Ad
Expanded Dynamic Search Ads (Category and Specific Webpages).
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.”
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.
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.
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.
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.
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.
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’.
Don’t forget to ‘select an ad group’ by clicking on the ‘Choose’ button.
Google will review your Ad.
Below a preview of how your Ad will look like.
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.
