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Understand Google Adwords Keywords/Phrases Targeting.

Last updated 7 years ago

Google Adwords is a major part of many of my clients online advertising.   Picking the right keywords and phrases are one of the first things you are asked to do but how you "match" them is critical to Pay Per Click success.

So, lets go over the different ways to match keywords and phrases.

  • Broad match is the default setting for all keywords. All searches made using your keyword (in any order or combination) might display your ad. Searches for similar or related queries might also trigger your ad.
  • Phrase match narrows your reach by requiring the words to appear in that exact order.
  • Exact match further narrows your reach by showing your ad when the exact phrase is used in the search — without any other words before, between, or after.
  • Negative match eliminates searched phrases you don't want your ad to appear for, such as cheap or free.
  • Embedded match allows you to prevent your ad from appearing in relation to certain phrase or exact matches.

Negative keywords, in my opinion, are not only helpful but mandatory.  For the clients that I work with, we use Google Analytics and previous vertical specific data to create negative keyword lists to protect their budgets.  If you are an attorney bidding on divorce keywords, you could be bidding on "no contest divorce" but without negative keywords your ad could be shown to consumers who typed in "where can I file for a no contest divorce".  By having years of campaign history to look at as well as closely monitering real time Google Analytic keyword searches, we can save you money and attract more of the people who want to hire your firm and less on people that may want to file their own divorce papers.  This is one example in one industry.  These kinds of "negative keywords" are necessary for all businesses using Adwords.

Are you using negative keywords?

I am Alan Moore and my job as an Internet Marketing Consultant with ReachLocal Baltimore is to help you grow your business through online advertising!  Give me a call at (877)655-3438 to schedule a free consultation.


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