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Matching Keywords Effectively

There are many ways to succeed with AdWords, however, the only true way to succeed involves more than just setting up your AdWords campaign, researching your market for search terms, and writing up advertisement variations.

An often neglected technique is keyword matching. What does this term really mean? Making sure that your advertisements are displayed for the search terms that you intended for, and not for search terms that you did not intend for.

Let’s take a look at an example. In this scenario, let’s say that your website sells Ralph Lauren khaki pants. There are many variations and ways that you can advertise for your search terms or keywords.

If you are going broad, you simply choose keywords such as pants, khaki pants etc. This is not an effective way of building an advertising campaign and is a complete waste of resources. The reason is that tons of people are searching for general terms such as pants or khaki pants, and even if you do get clicks, most of the traffic is not qualified and thus you will not convert any to sales. This is the fastest way to lose all of your advertising funding within an hour.

Some advertisers do phrase matching. Quotation marks are placed around the general terms such as khaki pants. This is a more effective approach than the simple broad matching method, because your advertisements will now be displayed only when the complete phrase “khaki pants” has been searched by a user.

A better approach is using specific phrase matching techniques. This is when you advertise for the keyword “Ralph Lauren pants” or alike. This method will generate a smaller number of clicks, however, the traffic will be more qualified and targeted.

The best approach is to use exact matching. Advertising for the complete phrase “Ralph Lauren khaki pants” will provide you the best and most qualified traffic to your website, leading to higher conversion rates, a.k.a. sales.

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