Ok, I’ll give it to you: broad match has its appeal. No need to worry about plurals or all the various ways a phrase could be created. Lots of impressions and therefore better odds for more volume. Less keywords. So the thought is, less work. But that’s just not true. Do not just put everything …
Lesson #26: Don’t Just Put Everything On Broad Match Read More »
An advertiser has a beautiful expensive landing page or homepage that shows off the large array of products available on their site. But that doesn’t mean it’s the right page to send paid traffic to.  Always send paid traffic to the most relevant page possible on the site. It may be a search results page, it …
Lesson #17: Send Customers To The Most Relevant Landing Page Read More »
One of the key factors that determines whether an ad shows up for a particular search query is how relevant the algorithm determines the ad to be to the query. At the same time, by providing users with ads that contain the keywords in their search queries, it’s more likely the user will find the …
Lesson #14: When Possible, Use The Ad Group’s Keywords in Its Ad Copy Read More »
Now that we’ve reviewed the different types of keyword match types, let’s discuss how to use them in practice. To start off, do not use more than one match type in the same ad group. Rather, separate the different match types into different ad groups — one for each match type. There are several reasons …
Lesson #8: Do Not Use More Than One Match Type In The Same Ad Group Read More »
What are relevant search queries? It’s pretty self-explanatory, but they are search queries that match content the user is looking for. We have discussed the various match types and how to use a search query report to ensure that your ads show up for the relevant search queries. Before we go much further in our …
Lesson #7: Do Not Block Relevant Search Queries With Negative Keywords Read More »
Negative keywords are one of the most powerful tools in Google Ads and other PPC platforms. They prevent your ads from showing up for irrelevant or unwanted searches, saving you money and improving campaign performance. Just like regular keywords, you can use broad match, phrase match, or exact match types — but use them carefully. The right setup ensures you’re only excluding the searches you actually want to avoid, keeping your targeting sharp and your clicks high-quality.
To build a successful Google Adwords campaign, it’s important to understand the different keyword match types that Google offers.
