iUnderstanding how to use the different keyword match types in Google Adwords is important when you are setting up campaigns and choosing which keywords to use. In my last article, I went over broad match, modified broad match and negative match types. Only two types are left, phrase and exact match, but like the previously discussed match types, these have their own rules and conditions that can get you in to trouble if you are not aware of how they work.
Phrase Match Keywords
This keyword type used to be pretty commonly used, as it gives you some of the flexibility of broad match but gives more control over how Google matches queries, but many search marketers favor modified broad match over them now. I think they still can be part of an effective campaign, particularly with the advent of more spoken, voice based searches that are being done from smart phones. With phrase match, the keywords specified must be contained in the search query, and in order.
For example, if the keyword was “after a car accident,” your ad could show for queries such as:
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“What do I do after a car accident?”
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“Should I contact a lawyer after a car accident?”
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“How long after a car accident do I have to seek compensation?”
The key to using these effectively is making sure your ad copy is relevant to those search queries. Working that phrase match into your ads and using them to guide people to your site can be a powerful way to set up an ad group and catch those longer search queries.
Exact Match Keywords
These are the most specific keyword type, with the narrowest matching specifications. Exactly what your keyword is, and nothing else. If your keyword is “personal injury lawyer,” then your ads will show only when someone searches using those exact words, in that order. Use these when you have a good idea of how people are finding your particular practice areas—either through the Adwords Keyword Planner or by looking at the search query details of your more broad match types. Google Webmaster tools can provide insight into how people are finding you on the internet. Again, getting these keywords to line up with your ad copy is key here, and gives you the opportunity to connect with a search query much more directly than the other match types.
A good understanding of the different match types and how to use them is one of the fundamentals of building a productive pay-per-click campaign. Using the right mix of match types to make sure you cover all the different ways people might be searching for your services is one of the ways you can control your PPC budget as well as maximize the effectiveness of your ads. In my next article, we’ll start to look at ways to do keyword research, and how to relate search queries to match types so you can put them to work getting you the best ROI.
This is Part II in a series on keyword best practices in Google Adwords.
