A few days ago, I was setting up my latest Google AdWords campaign.
My brother was watching me work through the process, and he asked
me:
Laptop Battery "Why do you put quotation marks and square brackets around some
keywords?"
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- you set your own advertising budget, price per click, and only pay when someone clicks on your ad.
- you can target your ads to a specific state, city, or neighborhood, or run a broader geographic campaign.
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Thinkpad I was a bit surprised to realise that I couldn't actually answer
him - not in any definite way, at least. So, I set to work finding
out what the matching options mean, and how they affect
results.
Microsoft First up is the default, Broad Match. This is where a keyword
phrase is written as is, for example: google adwords
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Laptop Computers This method means that your Ad will potentially be shown to
anyone searching for 'google' and 'adwords', in any order and
possibly with other terms. So, anyone searching for 'adwords google
help' could see your Ad.
Advertising your web site is extremely important, there a few easy and inexpensive ways to do it. Many SEO's use Google Adwords, affiliate marketing sites and banner exchanges to promote and sell their web sites, products and services. Google Adwords is a great way to advertise to people looking for a specific keyword or product and usually costs pennies per lead. Google Adsense is a perfect way to start a small advertising campaign.
Laptop Computer Next is Phrase Match. This is where a keyword phrase is enclosed
by quotation marks, for example: "google adwords"
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Desktop Computer This is essentially the next step up from Broad Match - your Ad
could be shown to anyone searching for 'google' and 'adwords', but
only in that order, and possibly with other terms included in the
search. So, 'how to start a google adwords campaign' could trigger
your Ad to be shown.
Notebooks The last in the 'positive' matching options is Exact Match. This
is where your keyword phrase is enclosed by square brackets, for
example: [google adwords]
Lenovo This is the most specific of the three types. In this case, your
advert will only be shown if somebody searches for 'google adwords'
in that order and with no other terms.
Hard Drive These options each have their own merits, but generally, the
more specific the search term, the higher your CTR (Click Through
Rate).
Travelstar If you have a small niche to start with, then Broad Match will
give you the most exposure. The downside is that the large number
of triggering phrases could push your CPC (cost per click) up, as a
result of competition.
Gateway Larger markets require highly-targeted Ads, and this is where
Exact Match (and Phrase Match, to an extent) comes into play.
Imagine trying to get clicks from keywords such as 'car parts'
compared to 'ford fiesta rear wheel bearing'. Obviously, the more
specific your keyword terms, the more likely you are to get an
interested visitor to your site.
Laptop Parts The last of the keyword matching options is Negative Keyword.
This is where a keyword is precluded by a minus sign, for example:
-tricks
Software This stops your Ad from being shown if somebody searches using
that term. For example, 'google adwords tricks' would stop your Ad
from being shown.
Hard Drives This is useful for prequalifying prospect clients - if you are
trying to sell something, then '-free' would be a good term to
include in your Keyword list.
Electronics Of course, as with any marketing campaign, which of these
methods will work best for you is unpredictable, so always remember
to test, test test!
Canon If you need more help with setting up your Google AdWords
campaign, this particular resource is one that I found useful when
starting up:
Adword Equalizer
(http://www.rob-barrett.co.uk/recommendations_marketing/google-adword-equalizer.php)
Desktop Pc Best of luck with your Google AdWords campaign!
Desktop Computers About The Author:
Think Pad Rob Barrett is a professional web designer based in Dorset,
England.
To read more free articles on Internet Marketing and Google
AdWords, visit:
http://articles.rob-barrett.com
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