Transcript
This one has to be my favourite area – it has just changed so much since I started in the industry. When I came into the world of PPC it was all Exact match only and NEVER use broad – oh how times have changed!
Anyway, let’s differentiate a keyword from a search query.
Keywords are the words or phrases you actively bid on that are used to match ads with the terms people use when they search. Search queries are the keywords or phrases a user enters into Google’s search engine.
You control which searches your keywords and ads will match to by using three match types:
- exact match
- phrase match
- broad match
Which match type you choose determines how closely the keyword needs to match with the user’s search query so that the ad can be considered for the auction.
If we use “running shoes” as the keyword – heres what it could match to:
- Broad = related keywords, i.e. “running socks”
- Phrase = moderately matched to the meaning of your keyword for example, “best shoes for running”
- Exact = searches that are the same meaning as your keyword, such as “running sneakers”
Right now there is a push towards using broad match paired with automated bidding strategies. Be sure to choose the best option for you and as always test for success.
To learn more about Google Ads or get advice on setup contact Freelance To Success