What Are Match Types in Google Adwords?
Match types are method used within Google Adwords to allow you to better target your customers depending on the keywords they type into Google and the words your are targeting your advert at. This essentially means through the different types of keyword matching you need to ensure your advert only shows when you want it to.
There are 4 types of keyword matching commonly used in Google Adwords accounts, I have outlined each below. I use the same example from laser eye treatment as my last post on structuring Adwords accounts.
Broad Match
This particular match type will see you appear for a lot of terms. As one example:
If you had laser eye treatment in your add group set to the broad match type you would be eligible to appear for any keyword with, laser, or eye or treatment and any combinations of. This will obviously mean you appear for thousands…
A "back to basics" guide on targeting Pay Per Click through campaign structure setup
What do we mean by campaign structure?
Campaign structure is the way in which your keywords are grouped within your paid search advertising account like Google Adwords or Bing/Microsoft adCenter.
The example below shows how it's important to have a specific Ad Group for each model of a mobile phone and only related keywords within there.
They help define the appropriate ad creative to be displayed when these terms are searched for.
Because creative for searches and the keywords that triggers ads are set at an Ad group level it is all too easy to have adverts that are not targeted towards the keyword searched for if you put a number of unrelated or even subtly different keywords in an Ad Group.
This ultimately means relevance will be low,…
