As you probably know, Google Adwords is a pay-per-click solution offered by Google. As with other PPCs, you are given ability to place your small advertisement on various platforms controlled by Google. While platform provides you with a large audience, you must manipulate your keywords to generate success.
When running an Adwords campaign, you can and should define when your keywords will appear in search results. To do this, you can select matching options for each of your keywords to either reach a broad audience or target a niche.
The Google Adwords platform allows you to select four matching options:
Broad match is default setting for an Adwords campaign. Broad match means your ad will appear in search results when any combination of words in your keyword phrase search. Many an advertiser has learned expensive lessons using this setting. Let’s look at an example.
Assume I am selling travel writing diaries and using “travel journals” as my keyword phrase. Any time a person enters any combination of “travel” and “journals” in a search, my ad will appear. The ad will also appear for plurals and relevant variations. While this may sound great at first glance, a broad match setting can result in low quality hits and poor conversion rates. A person searching for travel journal stories is going to see my link. While a decent percentage will click my link, they are far less likely to buy because they are just browsing. Using broad match, my costs go up and my conversions go down.
Broad match isn’t necessarily a bad option. If your product makes a popular Christmas gift, you definitely want to use broad match option in November and December. You prospective clients will be motivated to buy. Even “browsing” surfers will convert well.