Are you starting to advertise with Google Ads (formerly AdWords)? It can be a great way to bring potential customers to your website. After selecting all options and writing your first ad you will be asked to enter 10-20 keywords that default to broad match to bring as much relevant traffic to your website as possible.
Broad search and relevant traffic just don’t match very well. It is therefore also important to be familiar with the different search types of keywords in google ads.
Table of Content
There are 4 Types of keywords in Google Ads
- Broad search
- +Modifier +Broad +Search
- “phrases”
- [Exact search]
Broad match (broad match)
The default keyword option is a broad match. This will show your ads on, according to Google, all ‘relevant’ searches. Spelling errors, synonyms, and also related searches.
Search term: purple pants
Searches :
- purple ladies pants
- purple crocodile
- pants Friesland
- pants men
- purple leggings
Any searches that contain “purple” or “trousers” may show your ad. Even words with similar meaning or related searches.
Although the range of broad searches is large, experience shows that this is a lot of irrelevant traffic. It is, therefore, better not to use broad searches in the search network.
+Modifier +Broad +Search (modified broad match)
The broad match modifier has a wide reach but gives you more control than a normal broad match. Any word with a plus sign must appear in the user’s searches, regardless of order.
Search term: +wine glasses
Searches :
- white wine glasses
- wine glasses blocker
- unbreakable wine glasses
- wine glass
- wine glasses without base
This can also be combined with a broad search.
Search term: cheap +wine glasses
Searches:
- wine glasses cheap
“Phrase” (phrase match)
With phrases, your ad will only show if your search terms match exactly in that order, but words can be placed before or after the search term.
Phrases are a common favorite when setting up Adwords campaigns. This gives you a lot of control over when your ad is shown, but you don’t have to think of and enter every possible variant yourself.
Search term: “bicycle shop Alkmaar”
Searches:
- bike shop Alkmaar
- online bicycle shop Alkmaar
- used bike shop Alkmaar
- bicycle shop Alkmaar experiences
[exact search] (exact match)
An exact search gives you the most control over when your ads are shown. This way you can tailor your campaigns exactly to the searches and keep traffic as relevant as possible.
Exact search gives you the most control over when your ads are shown. This way you can tailor your campaigns exactly to the searches and keep traffic as relevant as possible.
Search term: [pink Floyd cd]
Searches:
- pink floyd cd
- pink floyd cds
As you can see, proper use of the different keyword options is important for a successful campaign. You do not want your ad to be shown if a search query is not relevant. What Google sees as relevant traffic is certainly not always relevant.
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Also Read: SEO: The Ultimate Guide to Ranking in Google
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