In one of my threads "keyword match type" is recommended to be a top priority. Can anyone explain what that is and how you do that, please?
broad match is matching your keyword to synonyms and related terms - if your keyword is strawberry, a broad match could be red fruit - use this match with caution, you can end up spending a lot of money on completely unrelated terms, it's really only useful to research new keywords. It's the match Google set as the default - (naughty Google!) phrase match matches your keyword to phrases that have other words in front or behind your keyword such as 'fresh strawberry' or 'strawberry pink' - when you use this (or broad) put in negatives, so you don't show for things like 'free strawberry' if your offer is not free. exact match means your ad will only show when someone searches for your keyword exactly - it will show for [strawberry] and nothing else.
I would start by using all three for each keyword, you will get different clickthrough and possibly cost and quality score for them, after a while, start to drop the ones which are more expensive and have a worse ROI.
Spending your money on broad match will surely kill your ROI... Why not find your best phrase match keyword terms and save yourself some $$$? If you are selling a product, do you really want to pay for clicks for people who want to learn about "strawberries" or do you want to target people who want to "buy strawberries"? Don't spend your entire monthly Adwords allowance on non-converting keywords because it's there. The time will come when upper management is wondering why profits are down and your conversion rate looks bleak, don't blame the recession... blame your poor PPC strategy.
Do I understand correctly that broad keywords (eg strawberries) take money out of my pocket, whereas specific keywords (eg buy strawberries) put money into my pocket because they attract less traffic which actually converts better? When I think about it, it makes sense. Thanks a lot!
When you are using core keywords (one word keywords), your budget will fly. It's better to use long tailed keywords (containing 2, 3 or more words). Here is an example in the affiliate marketing niche... - affiliate programs (this is broad match, your ad will appear when anyone types those two words in any order or phrase). - "affiliate programs" (this is phrase match, your ad will appear when someone types the two word prhase in any sentence) - [affiliate programs] (this is exact match, your ad will only appear if someone types this phrase exactly). Hope this helps!
Searches (Broad)- Broad match data tells you how many people are searching for the words inside the keyword – in any order, mixed with any other additional words. It’s a good indicator of the longer term traffic for a keyword – the type of traffic that an established site will pick up. Searches (Phrase)- Phrase match data shows you how many people are searching for the keyword phrase in the order that you see it appear in – potentially with additional words at the beginning or end. It’s an indicator of medium term traffic, and helps you to get the right word order for your keywords. Searches (Exact)- Exact match data is the number of searches for the precise keyword. It’s also an indicator of the short term traffic that you might expect for the keyword if you’re targeting it through SEO
This pretty much sums it up what I wanted to say. In the third case, [affiliate programs] means it will match only if somebody types "affiliate programs" without any other words in the search text box.