In a standard text advert, we target potential customers with keywords. These can be categorised as:
Exact Match Keywords : [exact match]
Exact match keywords are when you target a specific keyword, such as “PPC agency Liverpool” or “new red shoes”.
Your advert will not show for other search terms and only very slight variations to these terms. The advantage of this is you can keep your targeting focused on very specific terms, but the downside is you may miss out on variations of the search term.
Phrase Match Keywords: “Phrase Match”
When we target a phrase, we will show up for variations of a keyword. If we target “PPC Agency Liverpool,” we can add other words, and our adverts will show. These would be searches such as “A list of PPC Agencies in Liverpool” or “Who is the Best PPC Agency in Liverpool”.
As we can see, our adverts will now show for more search terms, but we need to consider if these are keywords that we want to show for. We would not want to show for searches such as “Pictures of PPC Agencies in Liverpool” as this is obviously a person looking for a picture. This is why it is important to use negative keywords and instruct Google and Bing not to show your adverts for certain terms.
Broad Match Keywords: Broad Match
Broad searches can bring a lot of clicks to your website. If we have a broad search term on the keyword “PPC Agency”, we will show for a multitude of keyword variations.
We could, for example, show when a user searches “Pay Per Click Companies” or ” What do PPC agencies do?”
Broad terms can give us further insight into what search terms people use; these can then be targeted with specific adverts that match user intent to a more specific landing page.