What Are Google Keyword Match Types?

Choosing the right keyword match type when setting up Google Ads will significantly impact how successful a campaign will be. A match type determines who will see your ad based on the conditions imposed on the keywords chosen and therefore, which searches will trigger an ad.

Keyword Match Types Explained

Broad Keyword Match Type

Broad Match is the default keyword match type and useful if you want to reach a wide diverse audience. No symbols are required to denote specific terms and an ad may appear when a search query includes any word in your phrase, in any order and with variations.

Broad Match may seem advantageous due to the capability of reaching a wide audience. Be cautious! Its strength can be its weakness. Clicks can be wasted, incurring unnecessary costs due to search results not quite matching a search query.  It can also increase the bounce rate on your website which isn’t good for SEO. 

Broad Match can be more effective if used with a well thought out list of negative keywords.  Keeping a close watch on your search query report is useful to ascertain whether you are paying for a lot of irrelevant clicks.

Google Ads Broad Match Type

Modified Broad Keyword Match Type

Recent Changes and Developments

Although we have included Broad Match Modifier in this article as some of you will still be using this at the time of reading, Google has announced it will start to be phased out this month (February 2021)  and incorporated into Phrase Match. According to Google the reason being that both types serve the same use cases, therefore combining the two can increase the reach.

While the new system is being rolled out you will not have to migrate keywords and performance data will still be available.  However, from July onwards you will not be able to create new broad match modifier keywords and existing keywords will serve under the new system.

Modified Broad Match is similar to Broad Match type but provides a more flexible approach, enabling you to gain more control over where you spend your budget. It provides more targeting than broad match so you can reach out and connect to a more specific market.

How does it work? By adding a + symbol in front of keywords, Google will understand that the search query must include that term.  Because of the specific targeting, to maximise the results, it is best used to accurately describe your product or services, limiting the chance of missing your target market.  For example, if your keyword was +red +shoes, it would show for search terms such as ‘red shoes for sale’ or ‘buy red shoes’.  

Advantages of Modified Match Type

  • Helps identify and discover new keywords
  • Can produce good search rate results
  • Filters out more irrelevant terms in comparison to broad match type

Disadvantages

  • Doesn’t irradicate all irrelevant traffic
  • Is not conversion centred
  • Needs careful monitoring to access cost

Phrase Keyword Match Type

As mentioned above, Phrase Match will start to incorporate Broad Match Modifier from this month (February) onwards, here is more information on the new match type.  So how does phrase match work at the moment? A query must include the whole phrase, which is denoted by using quotation marks. There can be wording before and after, but bear in mind Google will be presenting the ad based purely on the phrase, therefore the text has to be in the exact word order. It doesn’t look for individual words within the phrase.

Phrase Match is a useful match type for those who want to focus on click through rates that have a greater propensity of increasing conversions by eliminating irrelevant traffic but still have the flexibility to include close variant phrases for increased targets.

Google Ads Phrase Match

Words have to be in order but included are linking words outside the phrase.

Advantages of Phrase Match

  • Conversion focused
  • Provides ideas for relative phrases that closely relate to your target keywords
  • Cuts out irrelevant traffic

Disadvantages

  • Not all irrelevant traffic is eliminated
  • CPC’s can be costly
  • Interpretation terms are eliminated
  • Lower traffic volume

Exact Keyword Match Type

Traditionally Exact Match is seen as the least flexible of all the keyword match types. However it is less restrictive than the title suggests, this is because Google started to introduce a much wider scope of variables. There is no denying that Exact Match is still very specific and highly targeted, which can lead to less traffic and lower impressions than with the other match types.  On the plus side, ads tend to be seen by interested people, therefore costs tend to be lower (less wasted clicks) and conversion rates higher.

Keyword Exact Match

Advantages of Exact Match Type

  • High conversion rate
  • Good for your budget – eliminates irrelevant searches
  • Useful if you don’t need to target new keywords
  • Improves quality score and ad relevance more than any other match type

Disadvantages

  • Restricted reach
  • Other  keywords overlooked due to variant limitation
  • CPC can be high

Negative Keyword Match Type

The – symbol is used to prevent certain search terms from triggering an ad. Negative keywords can be matched to broad, phrase or exact types and is used as a preventative measure with no trigger.

Google Ads Negative Match

Pause For Thought!

Understanding the words people use to search for information is the key to successful marketing campaigns.  It also helps us, as marketers, get an idea of where prospects are in the buyers’ cycle.  Understanding what your target audience is searching for is an essential factor that will inform meaningful campaigns. Campaigns that are driven by solid strategies based on firm foundations.

Find out more about the  New Marketing Funnel and the ever more complex buyer cycle.  At the core of the cycle and the catalyst that dives prospects through the funnel are well thought out strategies that are highly targeted and content-driven.

If you need help or advice on PPC advertising or any aspect of digital strategy then please get in touch here. We are always available to provide professional advice and assistance.

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Social Media Branding – Important! If so why?

Apple Image

What is the name of this company and what do they do?

I really didn’t need to ask, we all know the logo and what it stands for, and it isn’t a greengrocer! The image doesn’t even relate to computers or mobile technology in any way, it can be any colour or size it doesn’t matter, because Apple have created a visual image that is immediately recognisable and unique to them. As soon as we see it we know what it stands for.

So why is it important to visually market your company?Creative Roar_Social Media Document11

To be recognised and stand out from the crowd! You may have a good business name but that alone will not make you stand out on a social networking platform such as Twitter.

Your logo will be seen before anyone reads your article or post. Therefore make it noticeable, enabling immediate identification. It ideally should be simple, distinctive and if possible appropriate.

Creative Roar_Social Media Document9A logo is your companies’ signature, so the colours, font and symbols should be unique to your business. 

Create consistency -it’s a visual representation of your company, and as with Apple or Twitter it will become synonymous with your brand. Make sure it is on everything you do from business cards, banners your web site, all promotional material and not forgetting your social media platforms.

In the current fast paced world of social media marketing  branding becomes even more important, think of your twitter feed, most people will rapidly scan the feed and pick up on one or two items. Clearly their eye is going to pick up on designs that stand out. Too often we see companies who have spent a great deal of time and thought on their branding yet throw something together when it comes to social media. Yet in reality the way you show your brand on social media is arguably even more important than any other area of your business.

 

Remember each social media platform is different and has its own unique design and look, which means that a banner designed for LinkedIn  won’t be the right fit for Facebook, Google+ or Twitter.

SOCIAL MEDIA BANNER

Creative Roar_Social Media Document8

Creative Roar_Social Media Document4Creative Roar_Social Media Document6

These images show how our banners are specifically designed for each individual platform, they are also designed to work on different devices, whether it be for example a mobile phone, computer or tablet.

We would love to know what you think about social media branding have you got your social media branded if not why not?

Comment and let us know what you think, or feel free to contact us direct, we look forward to hearing your thoughts.

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Business Productivity and the Cloud

High Speed Broadband is now an integral part of the UK’s push to become a leading knowledge economy, how could your business benefit from the use of high speed broadband and Cloud computing?

 

So what do we mean by the Cloud?

 

In the simplest terms, cloud computing means storing and accessing data and programs over the Internet instead of your computer’s hard drive. Examples of this may be Google Drive, Microsoft 365 or Apple I Cloud.

 

In the UK Broadband Study of 2013 improved productivity was one of the areas outlined as one which could help business. How could cloud computing help make your staff more productive? The UK Broadband study found that nationally a 2% reduction in commuting  would lead to a reduction of some 2.3 billion kilometers per annum this in turn would make essential journeys quicker and more productive.

 

Do you need to attend every meeting in person? Using webinar and meeting tools could see a 9% reduction in business travel reducing business mileage by 5.3 billion kms per annum.

Above we have provided you with just a few interesting statistics as to the beneficial effects of using Cloud there are many others, so let’s summarize the main benefits:

Flexibility

You can work from anywhere as long as you have access to the internet , which for example can be through your phone, tablet ,computer or Chrome Book and is what we ‘call off premises IT.’   Telecommuting means that your office can be anywhere you want it to be!

Enables real time information and shared access.

You can work with others on a document at the same time.  You can even see what the other person is doing as it happens. There is no longer the need to keep passing information backwards and forwards.

Low cost

There is normally no initial start up cost and the majority are pay as you go.  There is also no need to invest in expensive in-house servers and software, all is provided for by the service provider

Suppliers responsible for the infrastructure

Management such as security and updates are provided for at no extra cost by the suppliers who invest heavily in an experienced and knowledgeable workforce, in order to enable them to be key players in what is a growing competitive market. For example if you are using Google Apps everything is provided by Google and hosted on their powerful and secure servers.

Disaster management and protection of data

If  in the case for example of a fire, flood or theft, data will not be lost and still accessible.  Therefore causing less disruption to business and the peace of mind in knowing that data will be safe.  Cloud also eliminates the need to have to back up files or download to a server.

Let us know how Cloud computing has impacted on your business?

In such a complex area it is always good to know an expert we would suggest Phil Oakley at Outserve  http://www.outserveweb.co.uk/

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Philip Oakley - a specialist in productivity and the cloud

Philip Oakley – Cloud Computing Expert

Or contact us

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7 LinkedIn Tips -to boost sales