Keywords in PPC Campaigns

When you’re logged in to your account and adding keywords, we have several options for setting up queries. We can choose to target a region (such as the U.S.), a language (such as English), we can specify terms we want to include in each query, or negative terms that our ad won’t show when someone enters (typically the word ‘free’) and so on.

But among other things, we have the ability to list keywords in a free, exact, or phrase match. Understanding the meaning and differences is critical in this case. Let’s explain them…

Different variants of keyword placement within PPC campaigns

There are different ways to specify keywords when setting up ad groups.

For example, if we specify cars as the keyword, we’ll show for all queries that include the word car and its variations. We will appear if someone enters the question “car sales”, but also the question “replacement of the roof rack for a Ford Mondeo car year of manufacture 2020”. It’s probably clear to you that you need to understand how to enter keywords so that your ad can be as targeted as possible (you pay for it!).

Broad match – the keyword itself is written – marketing

Broad match includes all the questions that have to do with our keyword. Including all sorts of additional words and questions. Broad match for multiword expressions can contain additional words before, in the middle, and after the entered keywords. Broad match can take into account both synonyms and extensions within longtail expressions + related words (for example, in the case of the query “skis” it can also be displayed for the query “snowboard”).

Exact Match – Keyword enclosed in square brackets – [marketing]

Exact match considers only the keyword entered. Takes into account only the nearest typos. At the same time, in the case of an exact match, we have better relevance and we can have a better rating from Google.

Phrase – keyword is written in quotation marks – “marketing”

Phrase match takes into account the entered keyword + words added before or after. It can also count typographical words.

Extended broad match – written as broad match, but some words are preceded by a “+”

It is stricter than loose and less strict than phrase match. For example, imagine the query internet + marketing. In this case, the search engine will work with the word internet, which it can replace with others, but it will never modify the word marketing (+ we only added the word marketing). It will therefore take into account, for example, the data “event marketing” “email marketing”, but also, for example, “how to do corporate marketing well”. Therefore, a word for which we do not specify the “+” sign can be bent, and at the same time words before and after the key phrase can be added.

These differences must be kept in mind when designing a PPC campaign. This can help prevent your ad from showing on irrelevant queries, and you can spend a lot of money.

Why target a brand / name in PPC advertising?

Does it make sense in PPC campaigns to target your brand?

Why, when in the vast majority of cases we appear at the request of our company in the first position in all search engines, even with handsome sitelines or snippets? We’ll explain right away…

Take up more space!

Even in the first position among the search results, you are not 100% sure that the user clicks on your link. It is generally known that the first place in search results has a click-through rate of + -40% (it turns out differently with each new study, but it is around 40%).

Let’s say it will be even more to search for a brand or company, but it will never be 100%. So why should you let potential customers slip through your fingers? PPC advertising targeted to your business name allows you to take up much more space in search results. In addition to the first position of search results, you will also have a large space in the sponsored area.

Why pay for it?

Users who search directly for your name are targeted in a way that doesn’t get any better. So if someone clicks on your ad, you’re sure to pay for a well-targeted customer. In addition, your brand is unlikely to be targeted by tens / hundreds / of thousands of competitors, so even a cost-per-click will not be dizzying.

Target the competition?

Yes – even that can happen. This can happen without intention, but also intentionally.

For example, if you enter broad-matched keywords, you may also be able to reach the sponsored area with certain queries related to your competition.

And intentionally? If you are doing an aggressive campaign, you can try targeting the names of your competitors and try to “steal” some customers from them. It’s not very decent, but it’s not forbidden either :).

And again, the following applies:

Customers are looking for a service when they are already looking for a specific company, so they are probably interested in buying something. You can try to offer them a better product than your competition.

The cost per click for brand words is usually not high, so it’s not expensive either.

I hope that there was not much information and that you got some interesting interesting information from this article, in the next article we will look at PPC from a slightly different angle – we will look at the abbreviations you should know and how to evaluate the success of PPC campaign, I’m already looking forward.


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