If you have been following past articles, you will have built up a strong keyword list and will now be ready to start your first group. To see past articles refer to http://www.sabona.com.au/articles_category.ews?articles_category.ewdcategory=8.
For each keyword you have found, Google provides 3 unique ways to bid on each of those keywords. These are Broad Match, Phrase Match and Exact Match. Each of these has unique characteristics that I will discuss with you in this article.
Broad Match is the default keyword match type that triggers your Google advert. If you bid on baby nappies, a broad match will trigger for any query that contains the word baby and nappies. A broad match keyword will also trigger for singular/plural, synonyms and of the keywords similar variants e.g. baby nappy or baby diapers etc.
To bid on a Phrase Match, enter your keyword in quotation marks e.g. “baby nappies”. With phrase match keywords, your advert will only display when these keywords are used as part of a phrase in this order. E.g. buy cloth baby nappies in perth will trigger a phrase match for “baby nappies” but buy nappies for baby won't.
Finally we have Exact Match keywords. To trigger a keyword as an exact match, you need to include the keyword in square brackets i.e. [baby nappies]. With exact match, your keyword will only trigger when the search phrase is typed exactly as you have entered it e.g. [baby nappies] will only tricker for baby nappies and not for buy baby nappies or nappies baby.
I would normally recommend bidding on only Phrase and Exact Match keywords. This way you have more control over which search phrases will trigger your advert. When we know the keywords people are typing in, we have a better chance of targeting our audience with customised pages for these keywords on our website.
This article would not be complete if we didn't mention Negative Keywords. To use Negative keywords, simple enter a – in front of the keyword. Any keywords entered as a negative keyword will not trigger your advert e.g. if you add –sydney as a negative keyword, the phrase match of “baby nappies” will not be triggered with buy baby nappies in Sydney. In summary, Google has provided us with a lot of control over how we can use keywords to trigger our adverts.
Next issue, I will talk about writing your advert copy for your Google campaign. I will give you a step by step guide to get your adverts live and displaying. If you have any questions, head over to http://www.shaneleite.com/
for some advice.