Creating an efficient Google AdWords pay per click campaign for your small business is challenging. You want to make sure you get the most leads you can while spending as little as possible. When you prefer leads over brand awareness as your online advertising goal the Google AdWords pay per click campaign you build needs to attract users with an intent to buy or give their personal information online.
This means you need to be build an online advertising campaign for your small business that targets the right audience. Broad match keywords will match users to your ads with Google search queries that are variations or related topics of the keywords you bid on. What this means is broad match keywords allow you to caste a wide net for web traffic by loosening the match criteria for user search queries to your chosen keywords. This is great when your campaign goal is brand awareness, meaning you want to expose your brand to a wide audience in a short amount of time. However, broad match keywords do not perform well with matching users with serious intention to buy or provide their personal information online. You need to tighten the matching criteria of your keywords to user search queries to find users further along the buying cycle.
The key to getting your keywords to match with the audience you want is to understand what your audience is searching for when they want to buy or convert online. Overall, this is about tightening your small business PPC campaign reach to focus on a specific online user. Online research to find the right keywords must be done, but match type is just as important. After all, you may be trying to attract users who are looking for football gear, but because you are using broad match type, you are getting users who are looking for soccer gear.
So let’s say you decide to be a little more specific in your match type to attract the right audience. You’ve heard of broad match modifiers as being the next step to improving your keyword targeting. You know when you add a plus (+) in front of football such as +football gear, now you will attract only users who searched football while gear will match with any search query Google finds to be relevant to the term. The issue that remains is you are still too generic in your ad targeting.
Phrase match works well when finding the right audience without being to specific where it drastically decreases how often your ad shows. When you place “” around a keyword such as “fishing poles” your small business online ads will show to only users whose search queries contain the term fishing poles. So terms can go before and after the phrase. Cheap fishing poles or fishing poles near me will show your ads to these users. You can see why phrase match is more effective in getting your ads in front of users with the right search intent to buy or convert online.
When you really want to narrow down who your ad shows to you can use exact match. This is where you place parenthesis around your keywords such as [best car dealerships] to only show your ads to users whose search queries exactly match your keywords. This can be very effective to getting the right audience and containing ad cost. However, the more specific you make your match type the more you will reduce your ad reach. It is crucial before you decide to use phrase or exact match type to perform proper keyword research to find what search queries your target audience are making to perform online purchases or conversions.
We provide a free online performance analysis. Part of the analysis is creating keyword recommendations for online ad campaigns to attract the leads you want without wasting ad spend on unwanted web visitors. We provide amazing PPC management for small businesses. You can contact us for more details.