![]() So if your keyword is “werewolf novels,” then “novels on werewolves” and “werewolf cheap novels” are still acceptable searches for your ad to display on.īut, “travel novels” and “scuba equipment” are ruled out because there are no close variants in these searches.īroad match modified strikes a balance between broad coverage and control of your keywords. The modifier tells google that there must be a close variant of your keyword in the search for your ad to display. One way to make the broad match type more targeted to your keywords is to use the broad match modifier.Īdding the broad match modifier to your keywords is a simple as placing a “ +” before each word you want to modify. Those results? They are bad! Using simple logic, that implies that broad match is bad!! Broad Match Modified Then your Quality Scores tank and your ads don't display at all. Or no one clicks your ad because it's not related to the search. The result is that you pay for lots of wasted clicks. “werewolf costumes”, “travel novels”, “prince concert tickets”, and “scuba equipment.”Īnd when a searcher who's interested in travel novels or werewolf costumes clicks on your ad, you pay for the click! Your ad could rank for searches related to: If you were to advertise on the keyword “werewolf novels,” using broad match, your ad could display for all sorts of unrelated search terms. You can watch the full presentation in the video below.īroad keywords give control of your advertising to Google. Last November, I gave a presentation on the 10 Commandment of PPC Advertising at the DMSS conference in Bali. One of my 10 Commandments of PPC Management is “Broad is Bad.” The 10 Commandments are my guiding rules for PPC advertising. And we'll check out how to make single keyword ad groups that use three keyword match types. Then I'll show you how to quickly add the modifier to your keywords, using AdWords Editor. How broad match modified keywords work in Google Ads In these cases, where you are testing the waters with PPC, you can gain more control over how Google displays your broad keywords by using the broad match modifier. But, sometimes, when you’re just starting an ad campaign, you need to use broad match keywords to test the market and gather data quickly. Plus there are negative keywords that you can use to prevent certain words or phrases from being associated with your search query.īroad match offers the least amount of control over your keywords. In Ads, keyword match types determine how much control you have over the searches that trigger your ads. There are four different keyword match types. You want to take control of your advertising, and you don't want to let Google choose how you spend your budget. Working in Google Ads is all about control and efficiency.
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