Setting Up Keywords in Your Google PPC Campaign centre
There are a number of ways that you can setup your keywords in your PPC campaign:
- Broad Match – (the Default Option)
- Phrase Match – (Phrase/word is in “inverted commas”)
- Exact match – (Phrase/word is in [brackets])
Each of the above choices have a number of advatages and disadvantages – first what exactly do they mean:
Broad – If your ad group had the phrase ‘Phuket Resort’, your ad would appear when a searcher queried either or both words (‘phuket’ and ‘resort’) . The words could be in any order and there is a distinct possiblity that the phrase may contain other words, it could also pull up your ad for singular/plural usages and it would display for synonyms.
Phrase Match – enter your keyword/phrase in quotation marks, your ad would appear when a searcher queries on the phrase phuket resort. The words have to be in that order. Other searches can also display your ad as long as they include the exact phrase that you’ve specified.
Exact match – enter your keywords in square brackets – [phuket resort] – your ad would appear when a searcher searches for this specific phrase ‘phuket resort’. In order to appear the words need to be in this order and there should be NO other terms in the search.
In summary
| Specifier | Keyword | Will display | Will NOT display |
| Broad Match | Phuket Resort | Phuket Resort Buy Phuket Resort Phuket Resort Photos Beach Resort Phuket Beach |
|
| Phrase Match | “Phuket Resort” | Cheap Phuket Resort Phuket Resort Photo Phuket Resort Beach |
Resort In Phuket Phuket Beach Phuket Beach Resort |
| Exact Match | [Phuket Resort] | Phuket Resort | Cheap Phuket Resort Phuket Beach Resort |
Advantages & Disadvantages
| Specifier | Advantages | Disadvantages |
| Broad Match | Lots of traffic Enables you to identify keywords |
Potentially unqualified There are cheaper ways of doing this |
| Phrase Match | Good traffic Assists in identifying keywords |
More qualified than broad but less than exact Can waste money |
| Exact Match | ROI is high VERY qualified traffic |
Less traffic than above 2 If traffic is too low then volume may not justify |
Does everyone agree or can you offer more ads vs disadvantages – comment below
