Like the name implies, Google will show your ad when a searcher types the exact word or phrase that you are bidding on. Google can also show the ad if an abbreviation or synonym is searched for. An exact match gives you the most control over who sees your ad and often results in a highly relevant customer. You can do this by including [brackets] around your keyword. Phrase Match Phrase match ads may show on searches that include the meaning of your keyword. If you use phrase match keywords, your ad will be served in the exact order you enter them but may include text before or after the keyword. For example, if you search “Running shoes” on Google, you may get served ads for “buy tennis running shoes”, or “comfortable running sneakers”.
You can do this by including “quotations” around your keyword. Broad Match Using broad match keywords will allow Google to show your ad when the keyword is present anywhere within the search query, along with abbreviations or synonyms. Broad match keywords are great to use when you’re targeting a wide demographic. On the other hand, a broad match keyword can lead to your ads being served when they are not relevant. To prevent this from happening, you should have a long list of negative Consumer Phone List keywords. Broad match is the default keyword type, as you do not have to include any symbols around the keyword. Negative Keywords Negative keywords are just as important as other keyword types. If you find that people are searching for words that are not relevant to your business, but your ads are showing up, you probably won’t get any conversions if they click on your ad.
To prevent this, you should create an extensive list of negative keywords. It is helpful to check in on this list, and constantly add more to ensure the people clicking on your ads are highly relevant to your business. Each campaign should have its own set of negative keywords. Reviewing your ads consistently will help you see what’s working and what’s not working. You should add time in your schedule to review your ads on at least a monthly basis, but weekly can also be extremely beneficial. When you are going through your account, you should look at all of your ads, even your most successful ones. You should see if there are any keywords you can add, remove, or add to your negative keyword list.