By dominating the world of keyword match types, the PPC advertiser can learn to make his or her advertising budget go a lot further. The careful management of keyword match types in any PPC campaign is essential. It’s one of the best ways of saving on advertising costs and generating a much higher return on investment.
Those new to PPC management should try implementing the following three tips as part of their general approach to keyword match type optimization. The ideas are simple to execute, but the results can be really lucrative.
1. Perform effective keyword match type tests
Even a novice PPC manager / advertiser can run keyword match type tests and use the findings to improve the effects of his or her Google AdWords campaign. Imagine you want your advertisements to come up for the keyword search term “Red roses online.”
If you place the search phrase in exact, phrase, broad and modified broad keyword match type lists in your campaign, after 30 days you will be able to compare the results. You might find that the broad match version of the search term drives the most traffic, but it also might be the one which converts the least or perhaps the search term which costs the most in terms of CTR.
You will be able to carefully examine the data gathered from your PPC campaign during the past 30 days and then decide which search match type of that keyword is the most important and beneficial for your PPC campaign. You can then delete all the other versions of that keyword and be sure that you are using the keyword a keyword match type best suited for your campaign.
2. Bidding strategy according to keyword match type
It’s also a really good idea to manage your advertising budget by paying attention to keyword match type. For example, it would be more beneficial to spend lots of money on an exact match keyword type search terms than on a broad match search term because it’s more likely that the financial investment you make will pay off.
If an exact match keyword term costs $2, but generates a 20% conversion rate, it’s well worth the budget. An broad match keyword term might only cost 0.50$, but it might only have a conversion rate of 0.5%. When looking at the overall picture, the exact match search term costs more, but it’s worth it in terms of return on investment.
3. Broad match keywords are not for everyone
Google AdWords campaign management can be incredibly time consuming. This is why so many people choose to outsource their PPC management to PPC management companies or PPC management experts. Those PPC advertisers who choose to manage their Google AdWords campaigns independently have to find the time to both manage their advertising campaigns as well as their businesses.
If you do intend to manage your Google AdWords campaign independently, it is probably a good idea to simply avoid bidding on broad match keyword search terms from the very start. If you bid even on just one broad match keyword, you will then have to develop a negative keyword match list too and spend time managing that list on a regular basis.
Negative keyword lists can be time-consuming to set-up; they also require constant optimization. They are essential to any campaign which bids on broad match keywords because without the negative keyword list, it’s likely that the PPC advertiser’s advertisements appear for search terms which are not relevant to their campaign. Negative keyword lists are essential because they help to drive optimized traffic from broad match search terms to a PPC advertiser’s website.
If you’re going to outsource your Google AdWords campaign management needs to a PPC management expert, give broad match a try. If you choose to manage your campaign alone, stick to phrase and exact match keyword search types. They’re less stressful to manage and they’ll generate a much better return on investment in the long run.