No one ever said that managing an Ads campaign was going to be easy. Even for those highly experienced on the platform, it is not an exact science. There is considerable trial and error that goes into creating that perfect recipe for success. Crucial to a triumphant campaign is to understand and use Keyword Match Types. Basically, they help you to stay in control of which search terms actually prompt your ad to be shown.
There are a few different categories of keyword match types:
Broad Match: If you want to display your advert to a huge audience, you might consider using the broad match type. Here many variations of your keyword will trigger Google to display your advert. Synonyms, plural forms, and searching containing similar words will all prompt the showing of it. Basically, the broader your keyword choice is, the more clicks you should expect to receive.
If your product will appeal to such a wide audience, then this is all great and broad keywords should be considered. However, what you're selling has more selective appeal, then you yourself will be paying for all these unwanted clicks that will never convert. This, in turn, will affect your Ad Quality score, making the idea of casting a vast net a potentially damaging one for your campaign.
Phrase Match: If broad match sounds a little, well, broad for your liking, you can always use a phrase match. With this match type, you use quotation marks to limit the displaying of your advert to searches that use the words or phrase inside the quotation marks.
Exact Match: By using square brackets [ ] before and after your keywords, you can limit the showing of your advert even further. Exact matches are exactly what they sound like. Your advert will only be triggered to show when someone searches the exact words or phrase that you included within the square brackets. This keyword match type can really narrow down the number of times your advert is displayed.
Negative Keywords: Want to exclude certain words and phrases from triggering your advert? That's no problem either. Negative keywords are another great way to limit the number of useless times your advert will be displayed. If your product is women's sportswear, for example, and your company exclusively stocks women's sportswear then you don't want people searching for men's sporting goods to also click on it. You could use the word “men's” as a negative keyword here and those searching for men's sportswear would not see the advert at all.
Sounds Straightforward, What Could Possibly Go Wrong?
Unfortunately, even with the most sophisticated Ads campaign knowledge, things can still scupper your plans. Your advertising strategy is still at risk from malicious clickers in the form of click fraud.
Teams of people, robotic clicking farms (known as botnets), and even well-wishing friends or relatives can harm the success of your campaign with their apparent “interest” in your product. Sure, greater interaction with your advert sounds amazing, on paper. In reality, however, these clicks will never convert into actual sales for your company, and as such, just cost you money.
Solutions like ClickGuard can help monitor, analyze, and find solutions for the problem of click fraud on your advertising campaign. This leaves you free to deal with the more creative aspects of your business, such as narrowing down the triggers on your ads, and creating the perfect keyword matches for your products.