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Guide to Using 3 Types To Control PPC Spend
If you’re spending money on PPC, then it’s important you know about AdWords keyword matching. There are 3 different matching types and how you use them can dramatically affect your PPC budget. In this post I’ll explain how each impacts how your ads are shown.
1. Broad AdWords Keyword Match
When you use a broad match in a Google AdWords campaign, your ads will be displayed on multiple variations of your keywords. This is the default setting for your AdWords keyword. Google’s systems will show your ad on synonyms, singular and plural forms, possible misspellings, related searches, etc. Here’s an example: your AdWords keyword is “personal training” – your ad may show up for “personal trainer” and “fitness training.”
Broad matches are good for big AdWords budgets. If you’ve got big pockets and can afford the clicks that Google generates from anything similar to business product or service, go for it. Otherwise, I recommend the next two AdWords keyword matching types.
2. Exact Match
This is just what it sounds like. This AdWords keyword setting stipulates that your ad will show only if someone searches exactly for a phrase. In your PPC account, you’ll notice brackets used around the keyword (e.g., [personal trainer Sunnyvale]). The good news is that an exact AdWords keyword match can allow for misspellings and other close variations if setup for that.
3. Phrase Match
A phrase match is a hybrid of #1 and #2. This setting allows your ad to display when your AdWords keyword shows up anywhere in a search phrase. Using our example of Personal Trainer Sunnyvale… if someone searches for Personal Trainer Sunnyvale mornings, the ad will display.
One last word about PPC… be careful on how you set up your campaigns. Pay attention to your ad copy and its accompanying landing page. You may set up the keyword matching properly, but if your bounce rate is high then you’re just throwing money away.
Have you found the equilibrium between maximum results with the least amount of PPC spend?
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