Finding customers that are interested in purchasing your goods is essential when operating an internet business. One tool that can help you display your products to consumers who search on Google is Google Ads. We refer to the way you instruct Google on which individuals to display your advertisements as “keyword match types.”
Broad Match: Reaching a Large Audience, but with Risks
Broad Match: Reaching a Large Audience, but with Risks
Imagine you sell handmade cups. If you use “handmade cups” as a “broad match” keyword, you’re telling Google, “Show my ad to anyone who searches for anything even remotely related to ‘handmade cups.'” This means Google will show your ad to people searching for:
- “nice mugs”
- “craft gifts”
- “clay things”
- “unique kitchen items”
- “DIY pottery projects”
Why? Because Google thinks these searches are related to “handmade cups.” This gets your ad in front of a lot of people. The problem is, many of these people might not be looking to buy your cups. They might be looking for craft ideas, or cheap kitchenware, or something else entirely. You’ll end up paying for clicks from people who aren’t interested in buying, which wastes your money.
The advantage is that it helps you discover new search terms. You can see what people are actually searching for, and you can find new keywords to use in your ads. But you must check your “search terms report” regularly. This report shows you the actual searches that triggered your ads. Then, you can use “negative keywords” to tell Google which searches not to show your ads for.
Phrase Match: Reaching People with a Specific Interest
If you use “special handmade cups” as a “phrase match” keyword, you’re telling Google, “Show my ad only when someone searches for those exact words, in that exact order, or with words added before or after.” This means Google will show your ad to people searching for:
- “buy special handmade cups”
- “special handmade cups shop”
- “best special handmade cups online”
But it won’t show your ad to people searching for:
- “handmade special cups”
- “cheap special handmade cups”
This is more specific than broad match. You’re reaching people who are actively looking for “special handmade cups,” which means they’re more likely to buy. You’re not wasting money on clicks from people who are just browsing.
Exact Match: Reaching People Who Are Ready to Buy
If you use “[blue flower cups]” as an “exact match” keyword, you’re telling Google, “Show my ad only when someone searches for those exact words, or something very close, like a plural or a misspelling.” This means Google will show your ad to people searching for:
- “blue flower cups”
- “blue flower cup”
But it won’t show your ad to people searching for:
- “blue flower mugs”
- “buy blue flower cups online”
This is the most specific match type. You’re reaching people who know exactly what they want, and they’re ready to buy right now. This means you’re getting the most bang for your buck, because you’re only paying for clicks from people who are very likely to buy.
Negative Keywords: Preventing Unwanted Clicks
You might notice that people searching for “free cup plans” or “cheap handmade cups” are clicking on your ads, but they’re not buying anything. This is wasting your money. You can use “negative keywords” to tell Google, “Don’t show my ads to anyone searching for these words.”
If you add “free” and “cheap” as negative keywords, your ads won’t show up when someone searches for:
- “free cup plans”
- “cheap handmade cups”
- “how to make cheap handmade cups”
This prevents your ads from showing to people who aren’t interested in buying your cups, and it saves you money.
The Overall Idea: Showing Your Ads to the Right People
The goal of Google Ads is to show your ads to the right people—the people who are most likely to buy your products. By using the right keyword match types and negative keywords, you can make sure that your ads are seen by the people who are most interested in what you’re selling.
Referal : Google
