PPC - Reducing Costs Through Your Keywords
Knowing what keywords will bring potential traffic to your website is one thing, but being willing to pay the premiums that some broader and more popular search terms is quite another. In order to further define and refine your search traffic, Google Adwords users & advertisers can use keyword matching options to filter out less qualified traffic leads.
When constructing a PPC campaign our Online Marketing team will always highlight the importance of the following keyword matching options in order to improve the quality of your Google Adwords traffic and PPC budget management.
Broad Match - When your keyword is broad-matched, it will trigger your ad whenever that keyword or similar term appears in a user's query. Broad matching is an effective way to reach a wide audience. To specify a broad-matched keyword, enter your keyword without including quotes, brackets or other punctuation.
Knowing what keywords will bring potential traffic to your website is one thing, but being willing to pay the premiums that some broader and more popular search terms is quite another. In order to further define and refine your search traffic, Google Adwords users & advertisers can use keyword matching options to filter out less qualified traffic leads.
When constructing a PPC campaign our Online Marketing team will always highlight the importance of the following keyword matching options in order to improve the quality of your Google Adwords traffic and PPC budget management.
Broad Match - When your keyword is broad-matched, it will trigger your ad whenever that keyword or similar term appears in a user's query. Broad matching is an effective way to reach a wide audience. To specify a broad-matched keyword, enter your keyword without including quotes, brackets or other punctuation.
Phrase Match - A phrase-matched keyword will trigger your ad for any query on Google that includes your keyword or phrase in the exact sequence and form that you specify. (Additional terms in a user's query can precede or follow the phrase.) Phrase matching helps restrict your ad from showing on irrelevant variations of your keyword and target your audience more accurately. To enable phrase matching for a particular keyword, enclose it with quotation marks.
Exact Match - Exact match is the most precise method for targeting your keywords. Use exact match when you want your ad to appear only on a query that precisely matches the keyword you have chosen. With exact match, your ad will not appear for search queries that include extra words or letters or for queries that do not match the sequence of your exact-matched keyword. Exact-match keywords are enclosed in square brackets.
Negative Match - Negative keywords prevent your ad from appearing when a search includes a keyword that is not relevant to your ad. Your ad will not appear when a negative keyword you have specified is included in a user's search query. To specify a negative keyword, add a minus sign (-) before the keyword or phrase you want to limit. Negative matches may not restrict your other keywords as much as phrase or exact matches might.
Embedded Match - Embedded match is a sophisticated form of keyword matching that allows you to prevent your ad from appearing in relation to certain phrase or exact matches. This is popular when an advertiser sells merchandise related to a film or book, but not the actual film or book.
For more information or advice about how Lab Lateral can develop a new or existing Pay per Click (PPC) campaign, contact our Online Marketing team on 01483 60 80 60.
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