On Googles Adwords website they recommend using spelling variations
and plural versions of your keywords to reach everyone in your
target audience. I think this is a good approach as not everyone of
your potential customers will search a keyword in the same way, some
will use plural versions and others will use singular versions.
Similarly some may use American English rather than traditional
English, this of course only applies to certain words whereby
Americans use different spelling than British, Irish and other
English speaking people would.
Adwords keyword matching options allow you to refine further when
your ads are shown by allowing you to choose whether your ads are
shown for certain types of searches on your keywords. There are four
types of keyword matching options available, these are broad, exact,
phrase and negative. Assume your keyphrase is 'marketing course'.
With broad matching your ad shows when users search on the keywords
'marketing' and 'course', regardless of other search terms used or
of the order in which they are entered. Broad matching is the
default, you don't have to do anything extra to use it.
Exact matching requires you to place square brackets around your
keywords, like the following: [marketing course]
Your ad will show when users search only on the phrase 'marketing
course' and will not show if other words are included or the words
are entered in a different order.
The third matching option is the phrase option, this is similar to
exact search in the sense that the keywords must all be present and
in the right order however your ad will still show even if other
words are present in the search. To use phrase matching you must
include your keywords in quotes, for example "marketing course".
Negative matching is the fourth option available. It allows you to
block your ad being shown if a certain word is present in the search
query. If your keyword is 'marketing course' but your marketing
course is to do with offline marketing and not internet marketing
then by using negative matching you can choose not to have your ad
shown for 'internet marketing course' as people searching for this
are looking for something different than what you offer. In this
case 'internet' is your negative keyword. You simply place a dash
before your negative keyword to use this option (ie '-internet
marketing course'). Now if a user searches for 'marketing course' on
Google your ad will be shown, it will not however be shown when the
term 'internet marketing course' is entered as the query.
Using exact, phrase or negative keyword matching gives you more
control over who sees your ads so you won't pay for clicks that are
unlikely to produce well-targeted results so always try and use
these options, doing so could result in lower CPC, higher CTR and
higher ROI. To demonstrate this fact I conducted a dummy ad to find
the prices using broad, exact and phrase keyword matching options
for the term 'internet marketing'. The currency I used was the Euro,
I left the maximum CPC at the default of €5. The results are as
internet marketing 11.0 €2.65 - Default broad search cost €2.65
a click and expected clicks is only 11.
"internet marketing" 30.0 €0.74 - With phrase matching expected
clicks per day was 30 and cost €.74.
[internet marketing] 37.0 €2.41 - Exact matching cost €2.41 a
click and expected clicks was 37 a day.
can see from above that using both exact and phrase matching options
resulted in a lower cost per click rate than simply using the
default broad match option. I highly recommend using keyword
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