| Unless you properly take better advantage of the | | | | Phrase Match - If you enter your keyword in |
| AdWords Pay Per Click keyword matching options | | | | quotation marks, as in "cricket bat" your ad would be |
| that AdWords makes available, chances are that | | | | eligible to appear when a user searches on the |
| you're missing out on potential customers and | | | | phrase 'cricket bat', in this order, and possibly with |
| creating a higher cost per click (CPC) for yourself. | | | | other terms before or after the phrase. For example, |
| As the name suggests, AdWords pay per click broad | | | | your ad could appear for the query 'buy cricket bat' |
| matches are usually less targeted than exact and | | | | but not for 'bat for cricket', 'cricket ball and bat', or |
| phrase matches. Broad matching is the default option | | | | 'cricket trousers'. |
| under which your ads will appear for expanded | | | | AdWords pay per click phrase match is more |
| matches such as plurals or relevant keyword | | | | targeted than broad match, but more flexible than |
| variations. | | | | exact match. And I always use it! |
| Conversely, when you utilize AdWords pay per click | | | | Exact Match - If you surround your keywords in |
| phrase matching, your ad will appear for your chosen | | | | brackets - such as [cricket bat] - your ad would be |
| search terms in the order that you specify, and | | | | eligible to appear when a user searches for the |
| sometimes for other terms, too. Exact matching is | | | | specific phrase cricket bat, in this order, and without |
| by far the most targeted option to use (see below), | | | | any other terms in the query. |
| so don't neglect it! | | | | For example, your ad wouldn't show for the query |
| You ad will appear for the exact keyword you | | | | 'new cricket bat' or 'cricket bats'. |
| specified with exact match. | | | | AdWords pay per click exact match is your most |
| The AdWords pay per click negative keyword option | | | | targeted option. |
| is also a great tool as it allows you to specify the | | | | Although you won't receive as many impressions with |
| keywords for which you don't want the ads to | | | | exact match, you'll likely enjoy the most targeted |
| appear. | | | | clicks - users searching for your exact keyword |
| Here's a quick example of how the AdWords Pay Per | | | | typically want precisely what you have to offer |
| Click keyword targeting options work: | | | | them. |
| Broad match - With broad match, the Google | | | | I use this all the time as well. |
| AdWords system automatically runs your ads on | | | | Negative Keywords - If your keyword is cricket bat |
| relevant variations of your keywords, even if these | | | | and you add the negative keyword free, your ad will |
| terms aren't in your keyword lists. | | | | not appear when a user searches on 'free cricket |
| Keyword variations can include synonyms, singular | | | | bat'. |
| plural forms, relevant variants of your keywords, and | | | | Negative keywords are especially useful if your |
| phrases containing your keywords. | | | | account contains lots of broad-matched keywords. |
| Broad match -If you're currently running ads on the | | | | It's nearly always a good idea to add any irrelevant |
| broad-matched keyword cricket bat, your ads may | | | | keyword variations you see in as a negative |
| show for the search queries such as cricket bat and | | | | keywords. |
| ball, or buy a cricket bat. | | | | I suggest you take the time to track and test the |
| One of the primary benefits of broad match is that it | | | | different AdWords pay per click matching techniques, |
| helps you attract more traffic to your website but | | | | and to tweak your selections to improve your |
| be careful as the traffic is not necessarily very | | | | conversions. You will find in some instances, that all |
| targeted (although it can be). | | | | the 3 keyword matching options may work for you. |
| Be careful in the beginning with AdWords pay per | | | | Generally it's wise to begin with exact and phrase |
| click broad match. | | | | matched first though. |