Jumat, 13 Agustus 2010

Google Adwords Improved Keyword Matching

Google recently announced a successful beta test in UK and Canada that improves its existing 'broad' match type. It is called the Broad Match Modifier and is being rolled out globally to most countries.

Like many that use Adwords to promote your product or service it is a great advertising medium. By using the broad match type you open up the possibilities for the keyword including additional keyword terms that Google figured were 'related' to your broad match keyword. Due to Googles interpretation of the keyword and what it considered to be related, it mean if you were using broad match extensively it required an equally large list of negative keywords to eliminate so called related matches.

So to recap the old match types are:

Broad match - This is the default option. When you include keyword phrases such as "tennis shoes" in your keyword list, your ads will appear when users search for tennis shoes and shoes, in any order and possibly along with other search terms like: new tennis shoes, mens tennis shoes etc. plus any other related term. Broad matches are less targeted than exact or phrase matches, but produce a large number of impressions.

Phrase Match - The ad appears when users search on the exact phrase and also when their search contains additional terms, as long as the keyword phrase is in exactly the same order. A phrase match for "tennis shoes" would display your ad if a user searched on: red tennis shoes, new tennis shoes, but not for: shoes for tennis.

Exact Match - The ad appears only when the search query matches exactly the keyword phrase. This means [tennis shoes] will only match a user request for: tennis shoes and not for: red tennis shoes, even though the second query contain the keyword.

Negative Keyword - If your keyword is "tennis shoes" and you add the negative keyword "-red", your ad will not appear when a user searches on red tennis shoes. Negative keywords are especially useful if your account contains lots of broad matched keywords.

The new broad match modifier feature allows you to have keywords that have a greater reach than phrase match and much more control than broad match. Including modified broad match to your ad groups can increase the number of clicks and conversions.

If you mainly use broad match keywords in your ad groups, changing your existing broad match keywords to modified broad match will most likely lead to a decline in your click and conversion volumes. To maintain volume, keep existing broad match keywords active, add new modified broad match keywords, and adjust bids to achieve your target ROI based on the results.

To implement the modifier, you put a plus symbol (+) directly in front of one or more words in a broad match keyword. Each word preceded by a + has to appear in your potential customer's search exactly or as a close variant. Close variants include misspellings, singular/plural forms, abbreviations and acronyms, and stemmings (like "floor" and "flooring"). Synonyms (like "quick" and "fast") and related searches (like "flowers" and "tulips") aren't considered close variants. Be sure there are no spaces between the + and modified words, but do leave spaces between words. Correct usage: +formal +shoes. Incorrect usage: +formal+shoes.

To sum up then, if you use the broad match feature with your keywords there are some gains to be made by implementing modified broad match. It will eliminate irrelevant queries, reduce impression volume but will increase click through rate and conversion rate.

If you are monitoring your campaigns closely and are looking for another way to refine and improve campaign results then this new match feature is something worth doing.

For more Google Adwords info

About the Author


Google Adwords, Search Engine Optimisation, On Page and Off Page SEO consultant working in NZ.

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