The keywords you use in your Google AdWords account directly affect your performance and the return you get from the ad. Therefore, at the beginning of the optimizations to be made here is the use of match types. The purpose of keyword match types allows you to control which searches your ad appears in and use your budget more efficiently.
- Broad Match
- Phrase Match
- Exact Match
It is divided into 3. In general, the wider the keyword matching option, the greater the traffic potential of that keyword. Conversely, the narrower the keyword match option, the more relevant the keyword searched for is to the word the user is looking for. The better we understand these match types, and the closer we choose a match type to our goals, the Greater the Return on Investment (ROI).
Thanks to the keywords you create using the broad match method, it also triggers your ad when searching for relevant words like your keyword. For example, fast and quick words. Your keyword can be fast. But if you do a broad match to the word fast, your ad can also appear when the user writes quickly to the search engine. For people who want to get a lot of impressions from their ad, people who want maximum traffic, broad match is the perfect match type. But because it can also trigger similar words, it is also likely to lead to irrelevant clicks. It is important to note that in the case of synonyms, close variations, plural and incorrect spellings of your keywords, the ad will also be displayed to the user when a broad match is made. When you choose the broad match method, negative keyword work needs to be done very carefully. Otherwise, the click rates of your ads may decrease, and accordingly, your quality scores may decrease.
A phrase match is created by placing quotation marks (“ “) at the beginning and end of keywords. If you use the phrase match method in your ads, your Ads will show either when your keyword is searched exactly, or when the word is added to the beginning or end of your keyword. If our keyword consists of two words, your ad will not be triggered when any word is added between them.
An exact match is created by placing square brackets ( [ ] ) at the beginning and end of keywords. If the user searches for your keyword exactly, if there are no other words to the right, left, and middle, then your ad will be shown.
By connecting your Google Adwords account to Wask, you can easily enter your keywords, choose your matching option, and run your ads with maximum efficiency on a minimum budget. Sign up for free to Wask now and take your digital marketing experience to the highest level.