In search for the perfect match in AdWords

July 20, 2016 Back to blog

The basis of all AdWords campaigns is the usage of effective keywords. Sometimes a long list of words is composed, however, most to do perform as planned. This is because the relationship between them isn’t the most appropriate.


The thing is keywords:


Keywords that are utilized on AdWords serves to active our ads when a user does a Google search. The user uses keywords for a search. If the words that are typed coincide with our selected ones to sell our product, and our bid is sufficiently high, the ad will be displayed along with the rest of the related ads.

The trick is that we cannot add words without the control of the keywords that come to mind. This would cost a sufficient amount of money and the equivalence of benefits won’t be worth the extra cost.


Within AdWords, there are things that can’t be mixed:


When it’s time for an AdWords campaign, we should keep in mind that there are aspects that can’t be confused. For example, Display’s campaigns with Search campaigns had an issue. Because they function differently, they have different measurement systems and segmentations.

Match types also don’t mix. The poor usage of match types will also reflect poorly in our ad performance, even in the case when keywords don’t match up with our ad groups.

Every match has a target. It is best to make several groups with different matches.



Why should we utilize match types?


Exact match type: Example (keyword). It helps us ensure position in words that give us a return on investment (ROI). In this case, we restrict the words as much as possible so that ads will only be activated in the search results we choose.

Here the user is searching for an action and looking for a particular product, thus we have to put terms that are easy to convert. For example, if we wanted to sell a Fender guitar, some may search “Buy Fender”  as their keywords.

For technical products specifically, to obtain the most amount of opportunities would be to include the specific product name. It can also serve to indicate the different models that exist, especially if other companies do not use or do not exist based on branding campaigns.


Phrase match: Example: “keyword.” This type of match allows us to demonstrate the ads to our clients that search the exact keyword or slight variation of it. The order of the chosen keywords are the same in a search if this is not true, the ad will not be activated.

In this case, it’s recommended to choose expressions that function, but also have a bit of volume. The fact that when it’s time to use these matches, there are several types of searches- which can add or dispose interest, we can help find different audiences.


Broad match: One in which it needs not to accompany any keyword signals. The search results are multiple ones with a variety of meanings.

With this match, there’s a greater possibility to lose a large amount of money due to cases that result in many words and phrases that have nothing to do with our company.

It helps us, that’s for sure, view how users perform searches. Based off of this, we can build our ads more intuitively.


Modified broad match: Example: +word+key. Serves to obtain a high volume while it still being controlled. That is, avoid useless search words.

Different from the previous matches, it allows us to activate the searches with misspellings, translations, plural words…we only need the words to be included, leaving aside the order.


Negative match: This option serves when we don’t want to release a given expression in a search.

When we make the list of negative words, we should also include the errors that users may do during a search, so it’s not sensitive to user errors. Although we have to put expressions that have nothing to do with what we sell, there are may be forms of these with the public to identify our product. We do this to account that they do not appear.



Longtail keywords:


Reverting back to what was mentioned previously, we must remember that in the Display campaigns, only broad matches are used. This does not work because the AdWords system for Display does not look for words together, it only looks at the content on the same page. What should we use longtail? 5 to 6 words help us find the niches we want. Example: “buy second-hand  Fender guitar in Barcelona.”

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