According to Google AdWords, Broad Match “lets a keyword trigger your ad to show whenever someone searches for that phrase, similar phrases, singular or plural forms, misspellings, synonyms, stemmings (such as floor and flooring), related searches, and other relevant variations.” While using broad match keywords will enable your google ads to show up for more searches, they may not be the keywords that return quality leads.
At 123 Digital we recommend only using Broad Match Modified (identified by the + sign) if you are experienced in PPC and have tested your target keywords well.
Staying away from Broad Match allows you to conserve budget, target search terms and long tail keywords that will convert well for your business. By using a professional AdWords Management team you can benefit from their expertise.
Once you have an idea of what keywords convert best for your business, make sure that your budget is being spent supporting those keywords, and therefore generating the best return on investment.
While you want to leave some budget to be spent on testing new keywords, it’s a good idea to manage your top converting keywords by putting them in their own ad group. Then, you can allocate a larger percentage of your budget to these high performers, so you’re investing in what works.
Although AdWords offers the option to combine both (search network with display select), it’s usually best to run these tactics separately.
There is a lot of variation between search and display performance for most accounts, so by keeping them separate you can better control budgets. When you set up a new campaign, based on what you’re trying to target, make sure you choose “search network only” or “display network only.”
Adding words that are irrelevant to your business as negatives can be just as beneficial as the keywords you’re bidding on. This will help reduce the amount of times your ad is served on irrelevant queries. For instance, if you run an air conditioning company that offers air conditioning servicing, and you’re bidding on keywords related to this, you don’t want your ad to show for someone searching for “auto air conditioning servicing”, you would therefore use “auto” as a negative keyword.
You can always see the actual searches that trigger your ads by going to your keywords tab and clicking on the “search terms” button. If any words show up in that report that you don’t want to be advertising for, then add them to the negative keyword list.
Aside from the benefit of adding relevant information about your business, adding extensions can increase your click through rate, improve your quality score and even make your ads stand out from the crowd.
According to Google, accounts that include at least one ad extension see an average of 10-15% increase in click-through-rate. Ad extensions provide additional information and let people take action directly from the search results.
However, only enable ad extensions that make sense for your business.
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