AdWords
Google offers a pay per click solution to help you advertise your product and benefit from higher traffic at your web site. You have to choose appropriate keyword to benefit from the huge sales. This requires you to choose keywords to suit the targeted audience and their preferences.
Google AdWords offers four different types of matching options. You
have to select the appropriate one for your keyword. The different matching options are:
Broad match: This is the default setting for your AdWords campaign. This match means that your advertisement will appear for any combination of the words in your keyword phrase. This match normally brings in lot of traffic with poor conversion rates. You also incur higher costs. However, this match is useful early in the campaign to understand the actual phrases your visitors used to arrive at your site.
Phrase Match: This matching option helps you receive targeted traffic to a certain extent. Your advertisement appears only when the search is according to the particular combination of words in your phrase. If your keyword phrase is “foreign travel,” phrase match ensures your advertisement appears only for “foreign travel” and not for “travel foreign.” Place keyword within quotation marks to denote this match. Phrase matching is in between broad match and exact match as it offers better flexibility than broad match but less than exact match.
Exact Match: Exact match poses no ambiguity. You advertisement appears only if there is an exact match of the keyword. Place keyword phrase within [ ] brackets to denote exact match option. This delivers the best traffic and the type you want to receive too.
Negative Match: If you do not want your keyword to appear in any particular keyword phrase match results, use this match. List your keyword phrase with a (-) in front to denote negative match. This helps in keeping junk traffic away from your AdWords campaign.
The best combination of keyword matching could be to include broad
and phrase match to exact match. Negative matching can help keep unrelated traffic at bay.
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