Google Adwords can be the best thing that happened to your business or charity since the demise of animated gifs on websites.

Dancing baby

I miss the 90’s

It can also be a big headache and a mire of costs, spreadsheets and loads of unqualified visitors to your site, if it is setup or managed poorly.

Choosing the Right Keywords

Before you even start thinking of raising the CTR (click through rate) or QS (quality score) to lower the CPC (cost per click) or CPM (cost per thousand views), I suggest you sit back, relax and think about the audience you want to target.

To make this simpler, I’ll use my favorite fictional site www.yellowsockextravaganza.com as an example.

Let’s say YSE wants to start selling socks for teens and have made the decision to use Adwords as the central advertising platform. They know the 2 demographics most likely to be interested in the product are the teens themselves and the parents of said teens.

When targeting parents, they can use keywords like ‘socks for teens’, ‘teen socks’ and ‘stylish socks for teens’. But when you think about it- it’s unlikely that the teens themselves would search for those terms, they’d probably search for something more along the lines of ‘original socks’, ‘making a statement’ and ‘disobeying my parent’s style choices’.

crazy

no comment

What I’m trying to say is- always think about who your audience would be and how would they search for your product or service.

Creating a Targeted Campaign

After you’ve determined what your main keywords are, you need to create a targeted campaign. Keep in mind that the more targeted your campaign, the fewer people it will attract, the higher the percentage of visitors buying from you, the higher your return on investment. Alternatively, just go with broad match keywords and hope for the best, however, we certainly wouldn’t advise this!

There are several ways to narrow down your audience. I’ll discuss the three main ones;

  • Keyword Match types
  • Geographic targeting
  • Time targeting

Keyword Match Types

There are three main match types that can be set up as ‘positive’, ‘negative’ or ‘campaign negative’ and one ‘bonus’ match type that works as a positive only.

  • broad match

Broad match keywords are the least targeted of them all.

Example keyword #1: sock

Triggered by: yellow sock, red sock, footwear, how to sock a punch, alternatives to socks, socket etc.

Not triggered by: hat, skyscraper, house and other completely unrelated terms

Example keyword #2: yellow sock

Triggered by: yellow sock, red sock, yellow flower, yellow socket etc.

Not triggered by: hat, skyscraper, house and other completely unrelated terms

Use if: you don’t care about money lost on useless clicks or are doing search volume research.

Controllable by: negative match keywords and exact search term reports

Pros: Gets the largest possible audience

Cons: Usually results in lots of useless clicks and lost money

  • phrase match

Setting up a phrase match keyword is basically saying ‘include this phrase in the search query’. To set up a phrase match, just put the broad match word or phrase in “”

Example keyword #1: “sock”

Triggered by: yellow sock, red sock, how to sock a punch, alternatives to socks etc.

Not triggered by: socket, shoe or anything else without a sock in it.

Example keyword #2: “yellow sock”

Triggered by: yellow sock, bright yellow socks, yellow sock London etc.

Not triggered by: yellower socks, sock yellow, shoe

Use if: there are lots of variations to a product and just listing them all is useless or if the product is defined by more than one word.

Controllable by: negative match keywords, geographic targeting and exact search term reports

Pros: More targeted than broad match and allows you to target multiple word queries

Cons: “hotel London” won’t be triggered for query ‘hotel in london’ and vice versa

  • exact match

The most targeted of the match types- triggers your ad only for the exact word or phrase you specified. To set up an exact match, just put the broad match word or phrase in []

Example keyword #1: [sock]

Triggered by: sock

Not triggered by: socks, yellow sock, red sock, how to sock a punch etc.

Example keyword #2: [yellow sock]

Triggered by: yellow sock

Not triggered by: yellower socks, sock yellow, bright yellow sock etc.

Use if: you want to lower the costs and increase your CTR significantly

Controllable by: doesn’t get triggered by anything apart from the exact phrase

Pros: no irrelevant clicks and the CTR is high, which results in lower costs

Cons: you have to list every possible variation of your keyword

  • broad modified

Rarely known match type that ranks in between broad and phrase matches and in some cases can be more precise than a phrase match. In this match type you specify which words must be included in the query in order for the ad to show. To set up a broad modified match, just add a plus sign before any word you wish to be included in the query.

Example keyword #1: +sock

Triggered by: yellow sock, red sock, how to sock a punch, alternatives to socks etc.

Not triggered by: hat, skyscraper, house and other terms not containing the word ‘sock’ in all variations

Example keyword #2: +yellow +sock

Triggered by: bright yellow sock, yellow finger sock London and any other queries containing all the words indicated with the plus sign

Not triggered by: red sock, sock, yellow flower, yellow submarine etc.

Use if: you wish to narrow down from broad match but phrase match seems too restrictive

Controllable by: negative match keywords and exact search term reports

Pros: can be set up to significantly lower the amount of rogue clicks compared with broad match or increase the impression amount from phrase match

Cons: can result in a lot of irrelevant clicks and the CTR is lower than of phrase match.

Here’s a graphic to explain the correlations between the match types:

Keyword match types in Google Adwords

Simple, eh?

That concludes the first part of Getting results in Google Adwords. Subscribe not to miss the next installments.

If any of this seemed too complicated to bother, contact Passion Digital– we offer free Adwords evaluation and £50 vouchers for new clients.

[schema type=”person” name=”Mike Grindy” jobtitle=”Commercial Director” url=”https://passion.digital/about-us” email=”mike@passiondigital.co.uk” ]

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