There are many variations of keywords that your prospects may type to find you. The guessing game that you play trying to figure them all out may be totally unnecessary. Most search engines will follow Google's convention when it comes to AdWord related products since they just about wrote the book on relevant search results. Positive keywords is what we will have a look at here.
Here are the examples:
Broad Match: Picture Frame
Phrase Match: "Picture Frame"
Exact Match: [Picture Frame]
Broad Match
The broad match keywords shows your ad when the actual keyword is similar to the one you have chosen. This means that Picture Frame will show for the following:
- picture frame
- large picture Frame
- blue Picture frame
- Picture frame
Notice with the broad match even the misspelled and capitalized variations will be visible. Broad searches are good when your not sure what people are searching for. The downside to this would be higher bid prices as well as lower Click Through Ratios.
Phrase Match
Phrase Match simple means putting double quotes around the keywords. This means that the results must have your exact keywords in them, "Picture Frame." The results are as follows.
- Picture Frame
- "Picture Frame"
- large Picture Frame
- blue Picture Frame
Now these generally have higher Click Through Ratios and lowered Cost Per Click. This search eliminates the synonyms and difference in tense, and order. However as you can see other words can be present.
Exact Match
An exact match is indicated with brackets []. This will give you only the variation that is in the between the braces. [Picture Frame] will give only:
- Picture Frame
- picture Frame
- Picture frame
This therefore makes exact match the most precise.
When setting up your AdWords campaign be sure to keep this in mind. It will save you a lot of time and could save you a lot of money as well. . There have been horror stories of how adwords have cost people lots of money. But with the right preparation and focus it can be extremely rewarding. Make sure also that you check out your competition. They can provide you information that will keep you out of harms way.
Your campaign when you start should always be from the ground up, meaning start with a low cost per click. This way while your testing the effectiveness of your website and your ad your not wasting alot of money. There is always going to be some type of testing period. So be patient and go for what works best. Return On Investment (ROI) makes you consider the money you spend on Pay Per Click versus the money you make in return.
