Three Reasons to Use Broad Match Keywords in Google AdWords Campaigns (Translation)
Author - Brittany Bislac
Original
- This article is yet another proof of a simple truth - the variety of advertising campaign settings tends to infinity, but only experience will show which ones are right for you. (iConText)
It is a common misconception that using broad match keywords in AdWords campaigns leads to uncontrolled spending and poor traffic. However, with proper use, they can become the most successful words in the campaign. Do your AdWords campaigns need broad match keywords? Here are three reasons why you should think about it:
1. Increased traffic
Obviously, the use of broad keywords leads to an increase in site traffic. However, many took it on faith that this is the wrong move and completely exclude them from the list of words, thereby limiting the potential of their campaigns. At the same time, chasing the best place in the ad unit in order to increase traffic, you spend time and money raising bids on exact match keywords. At some point, this strategy becomes more expensive than working with a list of broad-matched words. In addition, if your goal is to increase brand awareness and reach a wider audience, contextual announcements at the request of a broad plan are your great assistant, because this is how you can always keep your name in sight. Remember, however, that words must be chosen carefully, otherwise the result may not meet expectations.
2. Search for new keywords
The use of broad-plan keywords can be a valuable resource when selecting new words for advertising campaigns, because they will lead visitors to a richer range of search queries, in contrast to exact match words. Remember to check the AdWords Search Queries report to keep you up-to-date on exactly which queries your ads were showing. These reports can spark with great ideas for the "long tail" of keywords and variations in their spelling. These reports are good in that they reveal all kinds of errors and typos that the search engine reacted to. By regularly reviewing user errors and typos in the Search Queries report, you can identify various spellings of keywords for further integration into your contextual advertising campaigns.
3. Subject to restrictions.
Often, when coordinating word lists for certain advertising campaigns, advertisers lose sight of the opportunity to set all kinds of restrictions during setup. Despite the fact that the meaning of the word “restriction” is often negative, it can open up in a very favorable light when it comes to the use of broad match keywords. One smart way to control your broad match keywords is to restrict your ads by setting so-called negative keywords - something that should be in every AdWords campaign. Here again, the Google Search Queries report comes in handy. Above, I described how reports can help you find additional keyword ideas. Similarly, you can select negative keywords so that in response to user requests containing the selected words,
Another keyword management tool is the broad match modifier. It will provide broader reach than phrase match without losing control over ad serving. If you are not already familiar with this functionality, study it. With standard settings, ads are shown if Google considers the keyword to be relevant to the user's request. The modifier allows you to set which word or words in the key phrase should be a mandatory part of the search query for which the ad is displayed. The modifier is easy to use - you just need to add the “+” sign in front of one or more keywords that you want to make part of the search query. For example, if you have keywords: "+ girls + under dress + shoes," an ad may be displayed on request "
Make sure that the keywords you use in your campaigns are truly consistent with your goals and effective within your advertising campaigns. Broad match keywords can either work or not. But when used correctly, they are correctly converted into new site visitors. The important thing is this! No options can be ruled out without first trying how to use them.
Comment by Elena Nosova, Leading Expert at iConText Media Planning
“Brittany's article will undoubtedly be of interest to novice internet marketers. The main idea that the author is trying to convey is that when working with context it is necessary to try all possible keywords, of course, provided that the results are constantly monitored. Google offers many tools for tracking all stages of campaigns: from internal reports in AdWords to the giant Google Analytics. The broad match keyword management tools that the author speaks about can also be useful.
Indeed, a good strategy for newbies is to use broad match keywords.
By the way, I want to note that for Google the question of matching keywords to user queries is different than for "Russian-speaking" search engines: for example, in Russian there is no fundamental meaning of the word order in a search query. It is worth noting that the keyword is not equal to the search query, that is, an ad can appear on a wider range of queries than indicated in the keyword settings.
It’s also worth saying that both Yandex and Begun offer their own keyword selection tools. And, for example, the idea of negative keywords is implemented by Yandex a little more elegantly than in Google: for each word you can specify an individual set of negative keywords.
Do not underestimate the statistics of Yandex search queries and the Google report mentioned in the article, because this is exactly the language of your audience.
This article is yet another proof of a simple truth - the variety of advertising campaign settings tends to infinity, but only experience will show which ones are right for you.
Original
- This article is yet another proof of a simple truth - the variety of advertising campaign settings tends to infinity, but only experience will show which ones are right for you. (iConText)
It is a common misconception that using broad match keywords in AdWords campaigns leads to uncontrolled spending and poor traffic. However, with proper use, they can become the most successful words in the campaign. Do your AdWords campaigns need broad match keywords? Here are three reasons why you should think about it:
1. Increased traffic
Obviously, the use of broad keywords leads to an increase in site traffic. However, many took it on faith that this is the wrong move and completely exclude them from the list of words, thereby limiting the potential of their campaigns. At the same time, chasing the best place in the ad unit in order to increase traffic, you spend time and money raising bids on exact match keywords. At some point, this strategy becomes more expensive than working with a list of broad-matched words. In addition, if your goal is to increase brand awareness and reach a wider audience, contextual announcements at the request of a broad plan are your great assistant, because this is how you can always keep your name in sight. Remember, however, that words must be chosen carefully, otherwise the result may not meet expectations.
2. Search for new keywords
The use of broad-plan keywords can be a valuable resource when selecting new words for advertising campaigns, because they will lead visitors to a richer range of search queries, in contrast to exact match words. Remember to check the AdWords Search Queries report to keep you up-to-date on exactly which queries your ads were showing. These reports can spark with great ideas for the "long tail" of keywords and variations in their spelling. These reports are good in that they reveal all kinds of errors and typos that the search engine reacted to. By regularly reviewing user errors and typos in the Search Queries report, you can identify various spellings of keywords for further integration into your contextual advertising campaigns.
3. Subject to restrictions.
Often, when coordinating word lists for certain advertising campaigns, advertisers lose sight of the opportunity to set all kinds of restrictions during setup. Despite the fact that the meaning of the word “restriction” is often negative, it can open up in a very favorable light when it comes to the use of broad match keywords. One smart way to control your broad match keywords is to restrict your ads by setting so-called negative keywords - something that should be in every AdWords campaign. Here again, the Google Search Queries report comes in handy. Above, I described how reports can help you find additional keyword ideas. Similarly, you can select negative keywords so that in response to user requests containing the selected words,
Another keyword management tool is the broad match modifier. It will provide broader reach than phrase match without losing control over ad serving. If you are not already familiar with this functionality, study it. With standard settings, ads are shown if Google considers the keyword to be relevant to the user's request. The modifier allows you to set which word or words in the key phrase should be a mandatory part of the search query for which the ad is displayed. The modifier is easy to use - you just need to add the “+” sign in front of one or more keywords that you want to make part of the search query. For example, if you have keywords: "+ girls + under dress + shoes," an ad may be displayed on request "
Make sure that the keywords you use in your campaigns are truly consistent with your goals and effective within your advertising campaigns. Broad match keywords can either work or not. But when used correctly, they are correctly converted into new site visitors. The important thing is this! No options can be ruled out without first trying how to use them.
Comment by Elena Nosova, Leading Expert at iConText Media Planning
“Brittany's article will undoubtedly be of interest to novice internet marketers. The main idea that the author is trying to convey is that when working with context it is necessary to try all possible keywords, of course, provided that the results are constantly monitored. Google offers many tools for tracking all stages of campaigns: from internal reports in AdWords to the giant Google Analytics. The broad match keyword management tools that the author speaks about can also be useful.
Indeed, a good strategy for newbies is to use broad match keywords.
By the way, I want to note that for Google the question of matching keywords to user queries is different than for "Russian-speaking" search engines: for example, in Russian there is no fundamental meaning of the word order in a search query. It is worth noting that the keyword is not equal to the search query, that is, an ad can appear on a wider range of queries than indicated in the keyword settings.
It’s also worth saying that both Yandex and Begun offer their own keyword selection tools. And, for example, the idea of negative keywords is implemented by Yandex a little more elegantly than in Google: for each word you can specify an individual set of negative keywords.
Do not underestimate the statistics of Yandex search queries and the Google report mentioned in the article, because this is exactly the language of your audience.
This article is yet another proof of a simple truth - the variety of advertising campaign settings tends to infinity, but only experience will show which ones are right for you.