Identifying Proper Match Types
another critical part of your keyword strategy is to identify the proper match types for these keywords. For those of you who have already been running google ads, you're probably very familiar with this. And for those of you who are new, you can think of this as punctuations that are going to help google to determine what sorts of content to serve up when people are searching for specific keywords or terms. There are four different match types and they are categorized as modified broad match, which is identifying one term or one word in a phrase that has to show up when people are searching for specific business. Another one is called phrase match, which is literally matching the exact phrase. Then there's exact match which is matching not just the phrase but the order in which the words appear and then there's just a regular broad match type, which is kind of anything related to the words that people type into a search term. So to be more specific, what we're looking at here is the s...
earch for formal shoes. If you were using a broad match type, meaning no punctuations at all, google would serve up any kind of formal footwear. Maybe some evening wear maybe men's dress shoes. So these are all content or topics related back to the phrase formal shoes. If you were to modify that match type or if you were to modify that phrase to indicate that the words shoes definitely had to show up as something related back to the topic. Then the phrase formal shoes would trigger evening shoes or maybe black dress shoes. And so these are terminology and these are topics that are related right back to the phrase itself or the specific word that must show up in the content. Another form of modified broad match is to make sure that every single word in the phrase shows up. So for formal and shoes, maybe there's formal evening shoes or formal dress shoes or women's formal shoes. But these are all things that both have the word formal and the word shoes and are related to formal shoes in some way, then there is the exact phrase formal shoes where the phrase might be typed in with a modifier outside of that phrase, meaning maybe someone searching for black formal shoes or formal shoes for prom formal shoes for women. But if they're using the exact phrase in that order, formal shoes, the ad would show up when they're searching for that phrase. And then finally for exact match, that's exactly what it sounds like. Someone's literally searching for formal shoes in that order. And so therefore the ad would show up only if they search for it with those same exact words in that same exact order. Another best practice is to indicate negative keywords. And so this is matching your phrase and your keywords that you're bidding for in a way that you don't want any other searches to trigger these ads. So let's pretend you are running a pet adoption organization and there's a tuxedo cat or a black and white cat available for adoption and there she is on the screen, some phrases that you might want to bid for our adopt a tuxedo cat or I love tuxedo cats or even cute pictures of tuxedo cats or maybe where can I get a tuxedo cat? All things that somebody who's interested in maybe adopting a cat who's a black and white cat or someone who's specifically interested in tuxedo cats would be searching for a negative keyword that you might want to include would be the term dogs because google will associate cats as an animal or a pet with topics that are related back to pet stores or in particular dog adoptions. And you might not want your ad to be showing if someone's looking for a dog in a tuxedo like you see here because they clearly would not be looking to adopt a cat and they certainly wouldn't be your ideal customer. And so it's important to not just focus on the positive or the keywords that you would certainly include and definitely include. But it's also important to determine what you want to exclude as a type of phrase that you would not want your ad to show up for so that it's not being served to the wrong audience as it won't get the conversion that you're hoping for it to achieve and that is how to leverage the various match types as well as negative keywords in your strategy to be much more focused, to be able to be much more efficient with your bidding strategy and to be better at converting the customer so that you can be exactly what they're looking for, and so that you can also engage the right kind of user for your business.