Keyword Match Type – Advanced Level Best Practices

• CAMPAIGN SETUP
• Effective Long Tail Targeting
• Quality Score
• Keyword Research
• Keyword Match Types
• Conversion Tracking System
• PPC Ads That Make Money
• Secret PPC Ad Strategies
• PPC Relevance
• Qualifying Through Ad Copy
• PPC Split Testing
• Negative Keywords
• Ad Network Options
• Bidding & Budgeting
• PPC Agency Secrets on Targeting
• Proper Account Structure

Control Through Keyword Match Types

Perhaps the largest potential money drain in a PPC campaign; Keyword Match Types are too important NOT to fully understand & utilize.

Our base campaigns come with Exact Match keywords.  In order for us to utilize Broad Match & Phrase Match in your campaign you must also choose Either Extensive or Professional Heads & Tails™ Keyword Research System.

The 4.5 Different PPC Match Types Available:

• Negative Match

  A “Negative Keyword” is a word that when used by the searcher will prompt the system NOT to display your ad (even if one of your other Keywords qualifies it to show).

  -Negative Keyword

• Exact Match

  When using Exact Match on a keyword, you’re telling the system to only display your ad when a prospect uses the keyword exactly as you have written it.

  [Exact Keyword]

• Phrase Match

  When using Phrase Match on a keyword, you’re telling the system to only display your ad when a prospect uses the keyword exactly as you’ve written it even if the prospect used additional words before or after the keyword.

  “Phrase Keyword”

• Broad Match

  When using Broad Match on a keyword, you’re telling the system to display your ad whenever a prospect uses a keyword that is “more-less” related to your keyword.

  Broad Keyword

• Modified Broad Match

  When using Modified Broad Match on a keyword, you’re telling the system to display your ad when a prospect uses each of the words in your keyword; in any order & with any additional words.

  +Broad +Keyword

These match types can be grouped into 2 camps;

Why Do You Lose Control With Certain Match Types:

There are over 90-Billion searches/month on Google properties alone (that’s about 34,000 Searches Per Second!).  If you give the system even a little bit of control choosing which searches your ads are displayed against, you will start spending money on “Bad Searches”.  Broad match (and Modified Broad match) gives the system a tremendous amount of control over where your budget is spent.

“So, Why Use Keywords That Take Control Away From Me?”

1. Leverage Account Limits

Every Adwords account is given a keyword limit of about 50,000 keywords.  If you were to fill that space with 50,000 Exact match keywords, you would gain exposure for 50,000 unique searches.  If you fill that same space with Broad match keywords, you could theoretically gain exposure for over 6,000,000 unique searches.

2. Explore New Keyword Opportunities

Over 20% of keywords searched each day have not been used ever in the previous 90 days (if at all).  That’s an incredible stat to think about when you consider that Google alone receives close to 100-BILLION unique searches every month. If you do the math (which we’ll spare you), you see that we as a global society have used over 3.4-BILLION unique keywords in just 1-year to solve our problems through the Google Search Engine.

That’s a LOT of keywords!

There’s absolutely no way for anyone to find EVERY keyword opportunity for their PPC campaign.  So, if you only use Exact match keywords, you’re campaign is going to drastically underperform.

3. Negative Match Keywords Limit Negative Control

The power of Negative Match Keywords is that they combine the incredible reach & power of Phrase/Broad Match Keywords with the financial control of Exact Match Keywords

With BIGLocal’s Heads & Tails™ Keyword Research System (Extensive & Professional Service Levels), our team of Search Specialists, Researchers & Editors will work together to uncover all the negative keyword opportunities available through the research.  This will allow us to build keyword lists that utilize all 3 match types (we don’t use “Broad”, we only use “Modified Broad”), while avoiding the wasted ad spend that can go along with these powerful yet elusive match types.

Yet Another Match Type Challenge

Double Bidding is a challenge that exists for every match type except Exact Match.  Double bidding happens when more than 1 keyword in your account prompts the system to show your ad for a single search as seen in the following example:

In this example, your account would submit 3 unique bids to the auction for that keyword.  The system will show the keyword/ad combination with the highest Ad-Rank (combined score of your Bid + Quality Score), but the other 2 “bids” have driven up the cost of the auction (you end up paying more per click than you need to).

We prevent this from happening by separating keywords into unique ad groups based on their theme, keyword count & match type.  We then build negative keywords to strategically place between these ad groups to ensure that a maximum of 1 keyword can submit a bid on any particular keyword.  This keeps your Avg. CPC lower than most of your competitors who don’t even know Double Bidding exists yet.