The key to successfully nailing paid search is keywords. Bidding on the right keywords will allow you to pop up in the search queries your target audience is using. Google and PPC professionals say there are four different types of keywords when it comes to paid search, and they are worth checking out as they can help boost relevant clicks.
Broad keywords are considered by many as the default keyword type. Broad keywords will give you the widest reach. They will match to search queries that have misspellings, synonyms, related searches, words out of order, and anything else that Adwords deems relevant. You want to be careful with broad keywords, though. While they can help you receive a lot of clicks, you want to make sure you’re not getting irrelevant clicks. Always monitor your campaigns, and make a list of negative keywords as you go along.
Broad match modifier are keywords that have a ‘+’ in front of the keyword. Important to note – you don’t have to put a ‘+’ in front of every word in the query, and the order of the words does not matter. Broad match are right in the middle when it comes to the four types of keywords and can perform pretty strongly. Through the plus sign, you can have better control of where your ads pop up by locking individual words.
Phrase keywords are keywords that are put in quotations. For a search query to match a phrase keyword, it must contain all the words, or at least close variants, in the same order without any words in between, with additional words before or after. Close variants include misspellings, singular and plural words, acronyms, abbreviations, and accents.
Exact keywords have the lowest reach, but the highest relevance. Exact keywords are put in brackets. Only ads that match the keywords exactly will pop up.
Need help choosing keywords for your paid search work? Sperling Interactive would love you to identify the right keywords for your organization.