AdWords Keyword Strategies for A Winning PPC Campaign
Google AdWords is one of the best mediums to reach & attract customers online. Although it’s easy to set up an AdWords campaign, it’s difficult to get a positive ROI. However, well-defined goals & keyword strategies will improve your PPC campaign performance and turn it into a profitable campaign.
Goals- You must define the goals you want to achieve from your advertising. Your goal could be increasing a specific number of leads, newsletter signups, ebook downloads, website traffic & other micro conversions. It is important to set up reasonable goals which can be tracked and measured, and must be in line with your business objective.
Keyword strategies- Understanding the user intent of a keyword is valuable to your keyword strategy because it’s a foundation of your campaign. It is the searchers you are trying to reach through your ads. You should use your creativity when doing keywords research.
Start with your core keywords which directly defines your product or service and have high search volume. Use these keywords in Google keywords planner tool to research the words/phrases which match the campaign objective. The keywords you choose should help searchers find the answers to their initial questions.
To keep your account organised & maintain a control on your keywords you must keep them into adgroups. You can create an ad adgroup using core keyword or keyword match type. Google AdWords offers four different keyword match types.
Let’s delve into keywords match types-
- Broad Match Type- It is the default match type in Google AdWords where keywords are entered into an adgroup without any formatting around the word. Broad match keywords can trigger your ads for singular/ plural forms, misspellings, and even similar words.
For instance, if your broad match keyword is “toy cars”, your ads could be triggered by any of these queries-
See the highlighted irrelevant queries
With broad match keywords, your ads can yield the most impressions & clicks but hardly any conversions. Because these ads are triggered for many irrelevant queries as you see in the above example. You must be very careful when using the broad match type.
If you want to maintain some control on your ads without spending much time in researching new variations, you can use modified broad match type.
- Modified Broad Match Type- With the modified broad match you add a plus (+) sign before important words in a keyphrase to tell AdWords to trigger your ads when those specific words appear in search queries. However, the keywords can be in any order.
For instance, a modified broad match keyword “+toy +car” could trigger ads to show when a user searches for any of these queries-
Keywords order doesn’t matter with a modified broad match
When compared to broad match, modified broad match generates more relevant ad traffic and therefore improves the click through and conversion rates of your ads.
If the change in the keywords order interferes with your intent, you should opt for a phrase match instead of a modified phrase match.
- Phrase Match Type- A phrase match keyword is added in an adgroup within a quotation. Phrase match keyword triggers the ad if the search query is in the same order as you entered into an adgroup. However, there could be other words, either before or after the main phrase but your ads would not display for other match type — singular, plural and misspellings.
For instance, the phrase match type keyword “toy cars” would never trigger an ad with the words between toy and car (toy motor cars and toy girl cars) as seen in modified broad match type. But, “toy cars” example doesn’t fit appropriately with the phrase match because the change in keywords order “toy cars” and “cars toy” makes no difference and it doesn’t affect your conversion rate.
Consider these keywords “app development platform” and “app platform development”. There is a small change in word order but can impede your conversion rate by large because it interferes with user’s intent. A keyword “app development platform” shows the commercial intent whereas “app platform development” shows informational intent.
With phrase match type, you have more control on your ads than modified match, but still your ads are eligible to show against “app development platform free” or “app development platform open source” that aren’t relevant to attract more qualified clicks.
When you know your user intent you would like to show ads only when your keyword matches to their search query. You can achieve this with exact match type — the most restrictive keyword match type option that AdWords offers.
- Exact Match Type- It is the most specific match type where you enter keywords within brackets. Your keyword must match the exact search query of users to get your ads displayed.
Unlike the aforementioned match type ad doesn’t show up for the query that includes extra terms before and after the keyword. Exact match can reduce the unwanted costs and keep conversion rates high.
Which Match Type to Use?
Now that you know all the match types how should you use them within your AdWords campaign to meet your business goals.
Budget and reach are two most important elements you must consider when determining the match type for your PPC keyword strategies.Small Budget and A Wide Reach
If you are planning to start a campaign to reach a wider audience with generic keywords but your budget is small, then you should start with mostly exact match type. After one or two weeks, when you’ll have the statistics, you will notice that some keywords are driving more traffic than others and meeting your business goals. Once you find your profitable keywords and ready to spend more money, you can add the phrase and modified broad match type of those keywords to your campaign. However, you must put them into their own adgroup to increase their quality scores.
Small Budget and A Narrow Reach
If you are a small business owner offering services in a small geography, you can start with the broad match to maximise your impressions & clicks. However, you must add the targeted locations to your keywords to reduce irrelevant clicks. When you identify the best performing keywords, create a new group of phrase match words over time.
Big Budget and A Wide Reach
If you are starting with a large budget, but you don’t want to spend money on irrelevant clicks, then you should use mostly modified broad match. As you find valuable converting keywords add those keywords as exact and phrase match words.
Big Budget and A Wide Reach — Brands
To advertise your branded products, you can start with all four match types. However, you must use your branded terms mostly as exact and phrase match keywords.
Through a careful and consistent review of your search query report you will start identifying better performing keywords to be included as profitable keywords & more irrelevant keywords to be excluded as negative keywords.
This article was originally posted at Medium.com.