PPC (pay-per-click) advertising is a vital component of any digital marketing campaign.
It’s a great way to increase visibility and generate leads. However, to achieve higher ROAS (return on ad spend), you must be strategic with your keyword selection and use the right match types.
In this tutorial, we will explore the different types of match types available and discuss how to choose the right one to maximize your ROAS. We’ll also provide tips on how to optimize your PPC campaigns for the best results. Let’s get started!
Google Adwords Keyword Match Types – An Overview
Google Adwords provides various keyword match types to help marketers reach the right customers with their ads. They are a great way to target potential customers by allowing you to choose how closely your ads should match the search queries of users.
Mastering keyword match types is a must when it comes to gaining an edge in your PPC campaign. With the right keyword match types, you can refine your targeting and get more precise results.
First of all, let’s take a look at the broad match type.
Broad Match is the default match type in Google Adwords. When your keyword is set to broad match, your ad will be shown to users who search for any variations of your keyword. This includes synonyms, related searches, and other close variations of your keyword. This is the most basic match type, and it allows you to target any search query that includes your keyword, regardless of the order of the words. For example, if you have the keyword “running shoes,” a broad match query could be “red running shoes for women.”
Next is the phrase match type.
Phrase Match is an extension of the broad match type. When your keyword is set to phrase match, your ad will be shown to users who search for the exact phrase of your keyword or close variations of the phrase. This type of match type allows you to target search queries that include your keyword in the same order as your keyword but may include additional words before or after your keyword. For example, if your keyword is “running shoes,” a phrase match query could be “cheap running shoes for men.”
Finally, there is the exact match type.
Exact match is the most restrictive of the match types. When your keyword is set to exact match, your ad will be shown to users who search for the exact word or phrase of your keyword and close variations of the phrase. This type of match type is the most precise and it allows you to target search queries that include your keyword in the exact same order as your keyword. For example, if your keyword is “running shoes,” an exact match query would be “running shoes.”
Modified Broad Match is a combination of broad match and exact match. When your keyword is set to modified broad match, your ad will be shown to users who search for the exact phrase of your keyword or close variations of the phrase with an additional word or words.
Using the right keyword match type in your PPC campaigns is essential to achieve higher ROAS. Understanding the different match types available in Google Adwords will help you target the right customers and maximize your campaign results.
Exploring the Different Match Types – Broad, Phrase, Exact, and Negative
When it comes to keyword match types, advertisers have a few different options to choose from.
Each type of match can be used in different circumstances to target different types of audiences. Understanding the differences between each type of match and how they work can help you achieve higher ROAS with PPC.
Broad Match is the most flexible and broadest match type. It allows your ad to be triggered by any variation of the keyword, including synonyms and related searches. For example, if you bid on “running shoes”, your ad might be triggered by searches for “athletic shoes”, “sneakers”, or “running trainers”.
Phrase Match is more restrictive than broad match, as it requires an exact phrase match. For example, if you bid on “running shoes”, your ad will only be triggered for searches for “running shoes”. Phrase match will also trigger ads for searches with words before or after the phrase, as long as the exact phrase is included.
Exact Match is the most restrictive match type. It requires an exact keyword match, and it will not trigger ads for searches with any words before or after the keyword. For example, if you bid on “running shoes”, your ad will only be triggered for searches for “running shoes” and not “athletic shoes” or “sneakers”.
Negative Match is the opposite of all the other match types. It prevents your ad from being triggered for searches with a certain keyword. For example, if you bid on “running shoes” but don’t want your ad to be triggered by searches for “cheap running shoes”, you can use the negative match to exclude that keyword.
By understanding the differences between each type of match and how they work, you can use them to achieve higher ROAS with PPC. Experimenting with different match types and finding the right combination for your campaigns can help you get the most out of your PPC efforts.
Tips to Leverage Match Types to Increase ROAS
Pay-per-click (PPC) campaigns can be an effective way to drive traffic and revenue to your website, but to maximize ROAS, you need to get the most out of your keyword match types.
Instead of choosing a single match type and hoping for the best, here are some tips to help you leverage match type optimization to increase ROAS.
1. Broad Match
Broad match is the most open of the keyword match types, meaning it will display your ad for a variety of search queries that are related to your keyword. For example, if you’re bidding on the keyword “running shoes,” your ad might be shown for searches like “best running shoes,” “women’s running shoes,” and “running shoes near me.” While broad match can be useful for delivering a large volume of clicks, it’s important to monitor the quality of those clicks to ensure you’re getting the most bang for your buck.
2. Modified Broad Match
Modified broad match combines the reach of the broad match with the precision of the phrase match. It allows you to bid on variations of a keyword while still maintaining control over traffic quality. For example, if you bid on a modified broad match keyword like +running +shoes, your ad will only show for searches that contain both “running” and “shoes,” such as “best running shoes” and “men’s running shoes.” This helps to ensure your ads are only being triggered by relevant searches.
3. Phrase Match
Phrase match is a tighter version of broad match, meaning it will only display your ad for searches that contain the exact keyword phrase or close variations of it. For example, if you bid on the phrase match keyword “running shoes,” your ad will show for searches like “best running shoes,” “where to buy running shoes,” and “affordable running shoes,” but not for searches like “running sneakers” or “men’s running shoes.” This match type is ideal for targeting more specific search queries.
4. Exact Match
Exact match is the most precise of the keyword match types. It will only display your ad for searches that contain the exact keyword phrase, without any additional words. For example, if you bid on the exact match keyword “running shoes,” your ad will only show for searches like “running shoes” and “buy running shoes,” but not for “best running shoes” or “men’s running shoes.” This match type is best for targeting very specific search queries.
By leveraging the different match types available in PPC, you can maximize ROAS and get the most out of your campaigns. While the broad match is great for reaching a large audience, modified broad match, phrase match, and an exact match can help you target more specific searches and ensure your ads are only triggered by relevant queries.
Best Practices to Improve ROAS with Match Types
When it comes to pay-per-click (PPC) marketing, leveraging the right keyword match types is essential for achieving a higher return on ad spend (ROAS). By understanding the different types of keyword matches, you can optimize your campaigns and make sure your ads are reaching the right people.
To help you get started, here are some best practices for improving your ROAS with keyword match types.
1. Use Exact Match for Higher Conversion Rates
Exact match is the most precise type of keyword match. When you use exact match, your ad will only show for searches that match your keyword phrase exactly. This is the best choice for campaigns that are focused on getting conversions, as it ensures your ad is only showing to people who are actively searching for your product or service.
2. Use Broad Match to reach a Wider Audience
Broad match is the most general type of keyword match. Your ad will be eligible to show for any search that contains any of the words in your keyword phrase, in any order, and with other terms included. Broad match is great for campaigns that are focused on awareness, as it allows you to reach a wider audience.
3. Use Phrase Match to Reach Relevant Audiences
Phrase match is a middle ground between exact and broad match. Your ad will be eligible to show for any search that contains your keyword phrase, but in the same order and with other terms included. This is a great option for campaigns that are focused on driving relevant traffic but still want to reach a wider audience.
4. Use Negative Match to Exclude Irrelevant Audiences
Negative match is the opposite of the other keyword matches. With the negative match, your ad will not be eligible to show for any search that contains the words in your keyword phrase. This is a great option for campaigns that are focused on getting conversions and want to make sure their ads are only showing to relevant audiences. By understanding and leveraging the different keyword match types, you can optimize your campaigns and maximize your ROAS. Keep these best practices in mind and you’ll be well on your way to achieving higher ROAS with PPC keyword match types.
How keyword match types are linked with ROI?
Keyword match type can be linked to ROI (Return on Investment) in online advertising campaigns.
In a PPC (Pay-Per-Click) campaign, match types define how closely a user’s search query needs to match with the keyword in order for an ad to be triggered.
Broad match includes variations of the keyword, while phrase match and exact match require the search query to match the keyword phrase exactly or within a phrase respectively.
Modified broad match is a combination of broad and exact match, where certain words are marked with a “+” sign to indicate they must be included in the search query.
Using the appropriate match type for each keyword can impact the relevance of the ad to the user’s search query, which in turn can affect the ad’s click-through rate (CTR) and conversion rate.
If a keyword has a broad match type, the ad may be shown to a larger audience, but it may also be less relevant to their search query, resulting in a lower CTR and ROI. On the other hand, if the keyword has an exact match type, the ad will only be shown to users who search for that exact keyword, resulting in a smaller audience but potentially higher relevance and ROI.
Therefore, selecting the appropriate match type for each keyword can help improve the overall effectiveness and ROI of an online advertising campaign.
Achieving Higher ROAS with PPC Keyword Match Types
Using the right keyword match types, you can optimize your PPC campaigns to reach the right audience and generate higher ROAS.
You should experiment with different match types to find the best combination that works for your campaigns. Additionally, you should always monitor and adjust your campaigns to ensure they are running efficiently and that you are getting the best ROAS possible.
With a bit of experimentation and monitoring, you can easily achieve higher ROAS with PPC keyword match types.
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