Adwords advice needed

[OMGVape]

If I want to have eg. garden shed as a keyword, is it best to have it broad match, exact match or phrase match ? - or all three ?

I don't understand why there are these option types, so I cant figure out what type is best, and under what circumstances they should be used.

Ta.

 

[fisicx]

Exact match

But 'garden shed' is a poor choice

'cheap garden shed' or 'DIY garden shed' or 'end of line garden sheds' are much better.

 

[Peter Bowen]

I'm afraid the answer is "it depends". Or, specifically, it depends on what your goal for the campaign is.

Exact match lets you target your ads very closely. You'll get less exposure but you've got greater control of who sees your ads. On the other end of the spectrum, broad match gives your ads lots of exposure but not necessarily to the right people.

If the goal for your campaign is growth - increase your exposure - you'd use the looser match types (broad, bmm, phrase). The downside of this is that some of your ads will be shown to the wrong people. You will end up paying for clicks that are never going to turn into sales. You'll also have to monitor the search terms report closely and add negative keyword to reduce the number of rubbish clicks you pay Google for.

If the goal for your campaign is to make it more efficient - reduce the cost per useful visitor - you'd control who saw your ads more closely by using exact match.

It is possible to combine goals of growth and efficiency in the same campaign by using a mix of match types but I think you're better off keeping things separate once you've got enough data to warrant it.

 

[HostXNow]

Going by the what the previous members said 'exact match' is the way to go, at least to begin with. 'garden shed' would be expensive. I would be more specific with the keywords to ensure better ROI.

 

[Peter Bowen]

Going by the what the previous members said 'exact match' is the way to go, at least to begin with. 'garden shed' would be expensive. I would be more specific with the keywords to ensure better ROI.

My approach is to begin with broader keywords (either bmm or phrase match) included and then tighten once there is enough data to guide my actions.


PS. I assume that the keyword garden sheds is not part of your campaign and simply an example as it'd be a poor choice in most circumstances.

 

[OliviaCaitlin]

Definitely you need to go from broad to narrow. Use broad match in the beginning and as the moment gains you know how much you are getting depending on that change your strategies.

 

[AMSUSER]

I suggest starting with an analytical survey of the keywords you will use. Take control of the keyword planner for keywords with a higher level of reflex and those who do not. Try all techniques made of 2 ads in each group and every day look at the results.

 

[StevePoster]

I see "garden shed" as a broad match and will not help but being more specific and relies on the information that your page can offer much better. Long tail keyword that matches the users intent.

 

[Anderz]

If you don't use exact match Google adwords is going to bring in more broad traffic.

This can work if you use - minus keywords and monitor carefully what kind of traffic it brings in.

If your product or service has exact keyword phrases use exact or you want tot test a certain keyword phrase for its effectiveness on your sales or signups.

 

[shumicps]

It depends on your goal. If you want to get the most views of your ads and don’t want to spend time for building keywords lists, you can go for board match. However, you won’t get all the impressions turn into clicks and conversions. Your ad will show for all close relevant word of your keyword as well as synonyms.

In phrase match, Your ads will show for the close variants of your term but not for synonyms. It allows you to narrow your target search terms to specific phrases. If you want to reach the specific audience that triggers clicks and want to decrease unwanted impressions for search terms that don't match your phrase. Then you can go for phrase match.

Eventually, exact match is the most targeted option that shows the ads only those customers searching for your exact keywords. It has a higher click-through rate because it reaches those people who are looking only for your product and service.

 

[Mar Zafar]

It depends on your budget, if you have a good budget then you try broad modified keywords. Using broad modified you have you keep an eye on the search terms for irrelevant searches you dont want your ads to be shown.

A good ad copy with a catchy phrase to get the attention of the customer. Make sure the keyword you use should also be mentioned in the ad copy at least twice or thrice.

RSLA should also be used.