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A Guide To Google Ads Keywords

Navigating the realm of Google Ads can be daunting, especially when trying to understand the myriad of keyword types available. These keyword types are crucial for ensuring your ads reach the right audience, translating into higher conversion rates and better ROI. In this blog post, we’ll explore each keyword type in Google Ads and provide guidance on when to use each one.

1. Broad Match

This is the default keyword type, where your ad might show whenever someone searches for that keyword or a variant of it. It includes misspellings, synonyms, related searches, and other close variants.

When to use Broad Match

If you’re looking to maximise your reach or if you’re not certain which keywords to target, broad match is a good starting point. But be cautious, as you might end up spending on irrelevant clicks.

2. Broad Match Modifier

By placing a ‘+’ sign in front of one or more words in your keyword, you specify that those terms, or close variants, must appear in the user’s search query.

When to use Broad Match Modifier

This is ideal for advertisers wanting a balance between reach and precision. By ensuring specific terms are present in a query, you get more control over who sees your ad.

3. Exact Match

As the name suggests, this is the most precise match type. Ads will show when someone searches for your exact keyword, or close variants with the same meaning. Exact match keywords are wrapped in square brackets, e.g. [women’s shoes].

When to use Exact Match

When you want to target a very specific audience or if you’re sure about the exact phrases your potential customers are using.

4. Phrase Match

Your ad will appear when someone searches for your exact keyword or a close variant of it, with additional words before or after. The keyword is wrapped in quotation marks e.g. “women’s shoes”.

When to use Phrase Match

When you want to ensure that certain phrases are present in the search query, but are open to additional surrounding context.

5. Negative Keywords

These are the terms you don’t want your ad to show up for. By adding negative keywords, you’re instructing Google Ads to exclude your ad from any search that includes those terms.

When to use Negative Keywords

Always! It’s essential for refining your ad strategy. By excluding irrelevant terms, you save money and ensure your ad is only shown to the most relevant audience.

Choosing the right keyword type in Google Ads can significantly influence the success of your campaigns. By understanding the nuances of each type and adjusting your strategy accordingly, you’ll be well on your way to maximising your ad spend and achieving your business objectives.

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