Broad, Phrase, Exact, Negative - Four Google AdWords Terms You Must Know for Advertising Success

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:

"Why do you put quotation marks and square brackets around some keywords?"

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.

First up is the default, Broad Match. This is where a keyword phrase is written as is, for example: google adwords

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.

Next is Phrase Match. This is where a keyword phrase is enclosed by quotation marks, for example: "google adwords"

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.

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]

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.

These options each have their own merits, but generally, the more specific the search term, the higher your CTR (Click Through Rate).

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.

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.

The last of the keyword matching options is Negative Keyword. This is where a keyword is precluded by a minus sign, for example: -tricks

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.

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.

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!

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

Best of luck with your Google AdWords campaign!

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

In The News:

PPC Ads 101: A Beginner's Guide  Digital Market News
What Are Local Service Ads?  Search Engine Journal
Tag: PPC Management Software  The Daily Chronicle
Why PPC Is a Must Have for Ecommerce Sites  JumpFly PPC Advertising News
5 Innovative PPC Tactics to Try Today  Search Engine Journal
What Is Ethical PPC?  Search Engine Journal
SEO vs. PPC: Which Is Better for Your Business in 2020  99Signals - Tech News, Tech Hacks, & More
A Complete Guide to PPC Ad Formats  Search Engine Journal
How Not to Work with PPC Managers  Search Engine Journal
5 PPC Trends to Get Ready for in 2020  Search Engine Journal

10 Powerful Tips to Optimize your Google AdWords Campaigns

Google announced in January 2005 significant changes in their popular... Read More

So You Want Big Profits From Your AdWords PPC Advertising Campaigns?

So You Want Big Profits From Your AdWords PPC Advertising?... Read More

How To Write Little Tiny AdWords Ads That Bring Giant-Sized Profits

It seems to be a phenomenon. You try Google AdWords... Read More

Buying Your Way to the Top with Pay Per Click Advertising

Imagine if you could advertise ONLY to people who have... Read More

How Much Should You Pay for a Click

You have a web site ready for action. Your product... Read More

How to Save Money on the Adwords Network

Over the years I have had many accounts with Adwords,... Read More

How to Make More Money from the Google Adsense Ads on Your Blog

Numerous bloggers these days are looking to earn extra cash... Read More

PPC Management: When To Give Up On A Loser

Pay per click (PPC) advertising can be a dream come... Read More

Surefire Google Adwords Formula

Success with Google Adwords isn't quite as easy as some... Read More

Plan Your Way to Pay-Per-Click Campaign Success!

Have you heard the saying, "planning is everything?" Perhaps there... Read More

Successful Pay Per Click Ad Copy

Writing outstanding ad copy for pay-per-click advertising campaigns is critical... Read More

Earning from PPC Search Engine Affiliate Programs

What are PPC Search Engines?PPC Search Engines are search engines... Read More

Who Else Wants To Maximize Their Google Adwords Success?

Who Else Wants To Maximize Their Google Adwords... Read More

Wheres the Best Place to Put Google Adsense Ads?

Why, on your web pages of course. Ok, just kidding.... Read More

Can I Make Money Online with the Adsense Program?

Sure you can. If you will learn how many other... Read More

Broad, Phrase, Exact, Negative - Four Google AdWords Terms You Must Know for Advertising Success

A few days ago, I was setting up my latest... Read More

MSN PPC Advertising Network Finally Debuts

MSN PPC Advertising Long-Awaited Debut Announced You probably already know... Read More

Google Adsense, The Smart Way To Earn

Do you want to get paid for posting ads on... Read More

Preliminary Survival Steps for Adwords Success

What I find is a lot of marketers do have... Read More

How to Maximize Paid Search Results

Because of increasing competition that has led to higher advertising... Read More

It Makes Sense to Add AdSense to Your Blog

Google AdSense is easy to install on a web page... Read More

How To Increase The ROI On Your PPC Campaigns

Pay-Per-Click (PPC) advertising is one of the most cost effective... Read More

Meet Adwords, AdSenses Fraternal Twin

AdSense is one of the best ways to monetize your... Read More

Pay Per Click 2005: Very Expensive Without Expert Help

Despite being online using email since 1995, at the start... Read More

Adsense-ble, Or The Art Of Promoting, Without Promoting

Hey, wait a minute. You can't have popups on the... Read More