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How to Use Adwords Like a Pro (Part 2)


how to use adwords like a pro

This week we're covering one of the most important elements of Adwords...phrase matching.

Phrase Matching

A common mistake when setting up Adwords is using ‘Broad Matching’ (which is the default matching type).

This basically shows your ad if any of the words in your keyphrase are used in a search. So if you’re targeting ‘red shoes’ your ad would be shown if the users search included either “red” or “shoes”. So your ad would be shown for:

  • Red sports shoes
  • Red letter days
  • Red nose day
  • Pink shoes
  • Men’s shoes
  • Clown shoes

Only ‘red sports shoes’ is really relevant (maybe) – none of the rest of those ad impressions are relevant so you might end up paying for clicks which aren’t in the slightest bit relevant to your products.

Exact Match is the complete opposite. If you use exact matching, Google will only show your ad if the phrase exactly matches so your ad would only be shown for ‘red shoes’...not ‘shoes red’ or ‘red high heeled shoes’.

This can be useful but is often a bit too limiting for most. Fortunately there is a happy middle ground – Phrase Match. This takes your keyphrase but allows it to be expanded slightly so your ad would be shown for:

  • Buy red shoes
  • Red shoes online
  • Buy ladies red shoes
  • Buy ladies red shoes online

Now that’s a lot more useful. It means your ad gets more exposure but not so much that it bankrupts you. You also tend to find that you can use a far cheaper max cpc amount to be on the first page than if you use broad matching.

If you’re using broad matching on your keyphrases, go to the Keywords tab for that ad group and click on the ‘search terms’ sub tab just below the main tab group. That will show you what search phrases your ads are being shown for. Have a look through and see if they’re relevant. If they aren’t, try using phrase matching instead.  

Click here to read Part Three



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