As marketers and business owners, we are always trying to attract, engage and delight our customers and prospective new customers; turning strangers into friends. However, to reach new customers, we need to reach them with ads. In order to understand what customers are searching for, it’s important to think like our customers and understand their journey. To have effective ads, keyword targeting, essentially creating keywords that match what customers may be searching for is essential.
When you create a list of keywords in your ad group, you’re telling Google’s algorithm which customer searches should match with your ads. Google offers 5 keyword match type options. The match type options start with a broad match, then become a little more-narrow with a modified broad match, and a little narrower with a phrase match, and the narrowest with an exact match, and omission with a negative match type. If you have created great content on your website, you may even consider Google’s dynamic search types.
Broad Match Type. If you are looking to get in front of the widest audience, then you should consider using the broad match type. The broad match type shows ads in the keyword your customer is searching for even has variations like misspellings, synonyms, or related searches. This can be a great start – who hasn’t misspelled something when searching online. It can be a great way to meet a stranger that you have something in common with! Google Tip: Broad match is a good fit if you don’t have time to build extensive keyword lists. “Your keywords will match to a wider variety of search terms, and you’ll reach people not necessarily searching for your specific brand or business. It’s like casting a wide net to reach searches related to your keywords.”
Modified Broad Match Type. But the economics may not make sense for you to go with a broad match so you may want to be a little more specific with your match type. This is where the modified broach match can be helpful. It’s easy with Google, you just put a +sign in front of your keywords. This will turn your broad match type into a modified broad match type. For example. If you are selling professional services in healthcare, using the broad match modifier keywords +healthcare, +technology, and +service, your ads will appear for people searching for any combination of these terms in a search and potentially additional terms. It’s important to also note that your ads won’t appear if any one of these keywords isn’t in the search term. Google Tip: Broad match modifiers allow you to denote if there are certain concepts related to your keywords that must exist in the searches you access.
Phrase Match. Maybe you are looking to advertise a specific service and narrow your reach down a little more. By simply putting “quotation marks” around your keywords, will turn them into a phrase match. By doing so, your ads will only appear if the keywords within the quotation marks or close variations of them match a user’s search term. Unlike with broad match type, there cannot be any extra words between the user’s search terms. Like the broad match type, extra words can appear before or after the phrase match. A phrase match is a great way to narrow your audience but you need to make sure that they “keywords you use” don’t inadvertently exclude an audience you are trying to reach. Google Tip: “Phrase match is a good fit if you’re looking for something that’s more flexible than exact match, but more targeted than broad match. It helps you reach more customers, while still showing your ads to those most likely searching for your product or service.”
Exact Match. If you are looking for the audience that is specifically searching for your offering, the narrowest type is an exact match. To use the exact match, you would place brackets around your keywords. By doing so, your ads will only show if the search is for the same thing as your keyword. It may include close variations of your keyword, like misspellings, plurals, and synonyms. Unlike the phrase match, there can’t be any extra words before or after the search terms. If there are extra words, your ad will not show. Google Tip: “Exact match is a good fit if it’s important to you to match with very specific user searches. Exact match keywords allow you to reach only searches that mean the same thing as your keywords.”
Negative Match. Now that you know how to create ads for the broadest to the narrowest audiences, let’s talk about how to make sure you don’t show up in the wrong searches! Adding a -minus sign in front of your keywords will make it a negative keyword. This means that your ad won’t show if someone uses the negative keyword in their search. By using negative keywords, your ads won’t show to people looking for products or services that you don’t offer.
One final Google Tip for consideration the broader match types (broad and broad match modifier) help you discover keywords that you may not think of, whereas the exact match is great for those keywords you know your customers will be using when they’re searching online.
Dynamic Search Ads. Before we wrap up ways to say hello to strangers, Google offers a service to help your ads show up in searches relevant to your business, even ones that you may have not thought of. Creating keyword lists for relevant audience searches can be challenging and time-consuming. Technology usage is dynamic and adoption of voice search and digital assistants have changed the way customers search online. These dynamic changes result in a high volume of searches you can’t predict. Did you know that every day on Google searches, 15% have never even been seen before? Google understands that managing ad campaigns can be daunting, so they offer a solution with dynamic search ads to help you increase the reach of your Search campaigns. Rather than creating an ad for each website page and adding keywords for each of those ads, Dynamic Search Ads uses Google’s understanding of your site to customize and target your ads. You can implement dynamic search ads in 3 easy steps, 1. Specify the page, 2. Set your daily budget and 3. Select your ad template. Once you complete these steps, when a customer searches on Google, if your website has relevant content to their search, Google will dynamically generate an ad headline and destination URL to the closest matching website page. Google Tip: “Dynamic Search Ads deliver value for relevant searches that aren’t covered by existing keywords, complementing your keyword strategy and ensuring that you aren’t missing any relevant searches.” Dynamic search ads can help you to get in front of more people, save you time yet still have control over your advertising.
No matter what your decision, if you want to meet new people, you have to put yourself out there. With so much information, 2.5 Quintillion bytes of data created every day, relying on organic reach is risky. The best way to connect with others with mutual interests is by investing in advertising. The choice is yours to go broad, narrow, negative or dynamic, but it’s up to you to take the first step.