AdWords Keyword Match Types

Brew Stronger Campaigns With These AdWords Keyword Match Types

Any barista will tell you that coffee orders can range from a robust, simple black roast to an intricate, non-fat, half-caf, extra hot, low foam, honey lavender latte (geeze). In the realm of Google AdWords pay-per-click (PPC) advertising, your target audience’s search queries can fall into that same range. One coffee addict searching for a nearby coffeehouse may check Google for “coffeehouse” (a direct, simple order), while another may search for “coffeehouse that sells Bolivian medium roast low acidity coffee beans” (there’s that intricate, coffee concessioner thinking). With an understanding of Google AdWords keyword match types, you can target desired customers based on the keywords they’re most likely to search. As a result, you can strengthen your AdWords strategy (strong like a hair-raising shot of espresso strong) and increase your ROI. It’s time to wake up and smell the opportunities that are brewing. Let’s grab a mug and refresh those AdWords campaigns!

Caffeinating Campaigns with Broad Match

Regardless of your coffee preferences, one component is always essential: the caffeine (“decaf” isn’t coffee, guys). When it comes to Google AdWords campaigns, keywords are the caffeine that gets everything jiving. The right combination of keywords can give your campaigns the jolt they need to run effectively!

With a broad match keyword (which is entered into AdWords without punctuation), companies can capture a wide range of potential customers. The keyword you choose, such as best lattes, could result in searches such as:

  • cool latte art making videos on Instagram
  • what goes in a latte?
  • how to select the best milk for coffee foam
  • the city’s 10 best coffeehouses for delicious lattes

Of those, only the latter might fall under a coffeehouse’s intended target audience. Broad match picks up synonyms, misspellings, variations, and related searches. As a result, this match type tends to be a more effective keyword strategy when companies are unsure of what terms customers search for when looking for their product/service.

However, it’s important to recognize the risks with broad match. While using broad match keywords can provide a view of the terms your customers search in association with your product or service, they can also end up way off point. Not the best way to spend your digital advertising dollars, right?

Irrelevant search terms you don’t want ads to display for could blow your budget. Broad match keywords increase ad impressions (how many times your ads show up) by reaching a wider audience, but the irrelevant searches will also burn your clickthrough rates, quality scores, and conversions. Using this match type strategy also requires for someone to continuously add negative keywords, so you don’t pay for those irrelevant searches twice (we Doo that!). Thankfully, there are a few other Google AdWords keyword match types to ensure you target ideal—and paying—customers.

Brewing with Broad Match Modifier

With broad match modifier, companies can brew a more cost-effective AdWords campaign. While broad match and broad match modifier are similar (in case the names weren’t any indication), the latter offers a little more control. With broad match modifier, companies can specify certain keywords that must be included in the search. For example, using the keyword best +espresso +drink allows AdWords to exchange the word “best” for another synonym, but the words “espresso” and “drink” must be present within the search. As a result, ads will display for searches such as:

  • delicious espresso drinks
  • coffeehouses with the best espresso drinks near me
  • what are espresso drinks?

However, ads will not show for searches like:

  • best espresso machines
  • delicious coffee drinks
  • where can I buy espresso cups?

Using the “+” within the keyword anchors that word so it’s required within the search. However, including the anchor on the wrong words can cause a lot of irrelevant searches. Thankfully, some AdWords keywords match types, including broad match modifier, allow close variants. Close variants include singular and plural forms (as seen above), misspellings, abbreviations and acronyms, and stemmings (such as “run” and “running”). If a word is anchored, synonyms and related searches won’t be included as close variants.

Switching from broad match to broad match modifier allows companies more control over their campaigns. However, switching from exact or phrase match to broad match modifier can allow more insight into what potential customers search for in relation to your products or services. It all depends on your campaign goals and budget. With broad match modifier, you can sweeten your campaigns for success and discover that customers have a whole latte love for what your company has to offer!

Get those campaigns running at full steam by avoiding these campaign mistakes, or adding a display ad strategy to your AdWords advertising!

French Pressed Phrase Match

Feeling pressed to keep a tighter budget? Phrase match can narrow down irrelevant searches by using precise targeting. Phrase match is exactly as it sounds; it requires searches to match a phrase, designated with quotation marks, while allowing additional words before or after. For example, the phrase match keyword “coffee latte” can include the following:

  • coffee latte art
  • who makes the best coffee lattes in town?
  • how do I make a coffee latte?

However, ads won’t show for searches such as:

  • what type of coffee should I use to make a latte?
  • what coffeehouse makes the best lattes?
  • how is a latte made?

While additional words can be included before or after your phrase match keyword, words can’t be placed in between those words. Phrase match keeps your keywords in order, allowing for more precise targeting (though it’s a little more flexible than exact match). Like broad match modifier, phrase match allows close variants, including plural forms (as seen above). Phrase match works well when companies have an idea of what customers are searching but want a little wiggle room. Like adding a shot of flavor to the perfect brew, customers can include additional words to their searches, but still find you!

It’s important to note that exact match keywords determine first page bid estimates, as well as ad quality scores. Since quality scores include landing page language as part of the criteria, the phrase match keyword should be visible in the headline, body text, metadata, and URL of your landing page.

With this more precise targeting, companies can improve their clickthrough rate along with quality scores, as phrase match decreases irrelevant searches and increases the chances of a click. That’s sure to heat things up!

Espresso Shot Exact Match

To really caffeinate your AdWords campaigns with more control, exact match is the way to go. Indicated by square brackets, exact match allows the ultimate control for your campaigns. Searches can either include the exact term or close variations, so long as it doesn’t change the meaning of the keyword. In addition to the list of close variants above, that can mean reordering of words, prepositions, articles, and conjunctions. As a result, the exact match keyword [cold brew coffee] can appear for the following searches:

  • coffee cold brew
  • coffee for cold brew

However, this keyword won’t appear for:

  • how to make cold brew coffee
  • cold brew coffee versus iced coffee
  • what makes coffee a cold brew

Exact match is an effective match type for a tight budget, allowing for a more controlled campaign. It can also increase your clickthrough rate, since the searches will be more relevant. However, using exact match often decreases impressions and clicks. Therefore, it’s necessary to choose an exact match keyword that customers are definitely searching. Sometimes, it’s helpful to use a different match type strategy first, to develop a list of effective search terms customers associate with your product or service. Then, you can use exact match to focus on those precise search terms, ensuring customers will get all a-jitter about your targeted ads!

Grounding Out Negative Keywords

No one likes swallowing coarse coffee grounds any more than companies want to pay for irrelevant searches. By adding negative keywords (designated with “-” before the word), you don’t have to! Negative keywords allow companies to avoid appearing for the searches they don’t want. So if you own a coffeehouse and notice your ads are appearing in searches for coffee machines, -machine and -machines are effective negatives. That way, you don’t show up for those searches—meaning you don’t have to pay for them!

It helps to have someone regularly check your Google AdWords search terms, which lists the searches your ads have shown for (and the targeted keyword related to that search). As a result, you can avoid the wasted clicks and make the mocha out of your campaigns!

Brew Digital Advertising Success With These AdWords Keyword Match Types

With these AdWords keyword match types, you can add a shot of success to your digital advertising campaigns. As you alter your keyword strategy for the most effective results, your caffeinated campaigns will get stronger, allowing you to heat things up and brew more business!

Let's get started!