Are all key phrases of equal value? The answer is simple – they are not. So the challenge now is finding the right key phrase that would result to higher conversion. Learn this Google Adwords Management trick and watch how you get out of your PPC Campaign.
In this Video:
00:15 – Google Adwords is much more than just traffic
00:36 – Conversion has more value than traffic
00:48 – Let’s illustrate that
02:02 – Identify phrases with commercial content
02:10 – James’s advice on Keyword selection
02:28 – Exact,Phrase and Broad Match
02:40 – Exact Match explained
03:01 – Phrase Match defined
03:24 – Broad Match illustrated
04:19 – Differentiating the three
04:38 – Traffic Jam has gone live!
In this week’s news, why not all keywords are equal, and the difference between exact phrase and broad match types.
When it comes to Google Adwords, it’s much more than traffic. It may sound controversial but too many people get caught up in getting lots of visitors to their website forgetting that the real important thing is getting more visitors to their website that spend more money. That’s increase in visitor value by getting more visitors into the site that are going to buy more stuff more often.
Allow me for just one second to use an example to illustrate how some searches might have more value to you than others. Let’s pretend for one second that we’re in the business of chameleon care looking after those funny lizard type animals that change color. Someone that goes to Google and searches for the words chameleon perhaps is someone that does not even know what a chameleon is. Maybe they’re looking for chameleon pictures or articles to find out really what that animal is all about. On the other hand, someone searching for the phrase chameleons probably has a little bit more knowledge about the animal. They might be looking for articles on chameleons to extend their knowledge for instance.
Someone searching for chameleon care is probably someone that you might be interested in. These people are more likely to have a chameleon and will want to find products or services that help them care for their chameleon better.
Comparing these phrases in terms of search volume you will find that probably the terms chameleon or chameleons probably have ten times the amount of searches than the phrase chameleon care. Yet chameleon care is far more likely to result in business for you and therefore has much more higher value to you as a business owner.
So what’s my advice? Start with the phrases that you can serve the best first. Those phrases that really match the product and service that you offer should be your starting point because these are far more likely to convert into sales than those broad type phrases.
What’s the difference between exact match, phrase match and broad match types? Let’s stay with the example of chameleon care for one moment to illustrate the difference. Exact match would be when you go to your Adwords account and enter with the delimiter square brackets around it. That would show Google only to show your ads when someone searches for the exact phrase chameleon care.
A phrase match type in comparison is when you use the delimiters with speech marks around it. That would tell Google to show your ad when someone types in the words that contain chameleon care. So it could be chameleon care photos, adult chameleon care, and any other variation that include the phrase chameleon care in it.
Broad match in comparison is when you have no delimiters around it. Just the word entered into your Google Adwords account. This will tell Google to show your ad using any variation of chameleon care. So it could have your ad showing for best chameleon care, care for chameleon, adult chameleon care, and again any variation.
With broad match type you are probably going to get some wonky ad placements, as an example- and this is a bit of a crazy one, you may have your ad showing when you have someone search the phrase “boy George don’t care no more for karma chameleon”. I made that up on the spot but it could happen, it has the phrase chameleon and are in it so, so Google are quite likely to show your ad in those instances.
With broad match type you do have to be careful because not only are broad match bids more expensive generally, but also you have your ads showing in non-targeted situations when the search happening is really not related to the products and services that you offer. So where possible, use phrase and exact match types when using a more extensive range of keywords.
Finally, in this week’s news, we got live with our new podcast Traffic Jam. You can go and check it out at www.TrafficJamPodcast.com. We opened up with a first episode and an interview with my good friend Victoria Gibson with Marveo.com who’s a Facebook Marketing and engagement specialist. There’s lot of value in the podcast and if you do have not checked it out yet, I do advise you go and do so.
This has been James Reynolds for another Google Adwords Pay Per Click update, I’ll catch you again next week.