Tag Archives: PPC

Keyword Match Types for Google AdWords

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Google AdWords PPC Logo for Match Types ArticleFor this post, let’s turn our attention back over to Pay-per-click (PPC) and Google AdWords. As a Search Marketing professional, it is important to understand all angles of search. That means you can’t just focus blindly on SEO in the long run.

Sure, SEO is “free” and should be addressed for any website. But once you have optimized the on page and started driving backlinks, you really need to have patience as it all starts to pick up momentum.

Most businesses don’t have time to simply sit and wait. That’s when PPC needs to be taken more seriously.

Keyword Match Types: What Are They?

Google allows you to set the targeting you prefer for your keywords. Targeting is managed using match types. These designate the keywords you want to go after and how tightly you want to focus your ads within the SERPs. Here are the four top-level match types they offer:

Broad Match

Broad match is set by simply entering the keyword into the AdWords interface as a target keyword. If you do not add any modifiers to indicate it should be Phrase or Exact, it defaults to Broad.

Broad allows you to not only show up for verbatim searches of a keyword, but to also show up for variants, misspellings, and terms with similar meanings. While this sounds great in terms of ad impressions to those of us who were brought up in the mass advertising age, it is often the wrong choice.

Since you pay for every click, relevance is crucial. If you show up on a badly targeted SERP, you are guaranteed to pay for bad clicks. And to make matters worse, Google charges more for the same ranking on pages with high competition (meaning a lot of other people are bidding on the same terms), so a broad click is typically the most expensive of all.

Broad is useful for researching new variants of a keyword, but proceed with caution. I recommend you partition off a test budget of maybe 10% of your overall spend to find those new variants. Then go after those keywords using one of the below better targeted match types.

Phrase Match

Phrase Match looks for searches that include a pre-specified phrase, but also include other words around the phrase. You can set a keyword to phrase by putting quotation symbols around it.

For example, if you use “SEO services” as the keyword, your ad would appear on SERPs for “SEO Services in Memphis”, “Best SEO Services in Texas”, or “What to expect from SEO services firms”. As you may have noticed, the order of the words in the phrase must be the same, so “what services should an SEO offer” would not match.

This is useful for tighter targeting overall, perhaps based on location as shown above. Phrase match tends to be less expensive on a cost-per-click (CPC) basis, as compared to broad match. At the same time, it also delivers significantly reduced impressions but is more likely to be relevant to a larger percent of the results on which the ad will appear.

Exact Match

Exact Match, designated by using brackets such as [SEO Services], will only serve up your ad on SERPs for verbatim searches of that term. No other words can appear in the search, which is why it is called exact match.

This is the tightest targeting, most likely to be relevant, and least expensive bidding option. If you know for a fact that a keyword has a lot of volume, is relevant as an exact match, and has low competition (based on number of advertisers bidding for the term), you’ve found yourself a bargain.

The best way to find what terms to target with exact is to start with broad or phrase match and see what searches drive results. You may have a very relevant keyword that never drives conversions or quality visits to your site. On the other hand, you will sometimes be surprised to see what words drive the best results. Target those with exact match to get more clicks with higher potential for success.

Negative Match

Another match type you need to know about is Negative Match. This is how you specify all the words you DO NOT want to match for.

At a previous company, we sold a product that attached to a device called a Network TAP (Test Access Point). Unfortunately, the IT community rarely included the word “Network” when searching.

We started out on broad match and found that a huge portion of our spend was on irrelevant terms! There are kitchen taps, beer taps, tap dance shoes, the song “Taps”, the list goes on and on. So we used negative match types on our TAPs ad group to remove any search including the words kitchen, beer, dance, shoes, song, etc.

More on Match Types

This is just a brief introduction. There is much more to figure out when working with PPC advertising.You can use modified broad match, which allows for more wide variants and misspellings to match. You can now use modified exact or phrase match, which allows for close synonyms to match. And once you get all that down, it will be time to learn about bid stacking to optimize your spend across the various keywords and match types.

Even after managing PPC for nearly10 years, I still learn something new almost every week. Just be creative and willing to learn, and you’ll see the massive potential of PPC to drive results for your business or cause.

Read more about Google’s take on these Match Types at http://support.google.com/adwords/bin/answer.py?hl=en&answer=6100

Bid Management vs. Budget-Based SEM Platforms

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This week we bring to you another quality guest post, courtesy of my friend and colleague Gary Walker of Topside Media. I’ve already outlined my thoughts about Gary in a previous post, so I’ll leave it at that.

The following is actually an excerpt from a post he authored back in November. This hits on the high points of the original post. Thanks again to Gary for sharing his excellent work with Return On Now.

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In today’s post, I’m going to briefly compare and contrast two types of automated platforms: bid management platforms and budget based platforms. We’re going to stick to how they work and what they do (and don’t do), and [we will] avoid using company names [in the process].

What a bid management platform does

At the most basic level, a bid management platform helps automate bidding and some routine optimization and reporting tasks across multiple pay-per-click (PPC) advertising platforms. Think of these as tools that can help a person who already knows how search engine advertising works do it faster and save time on creating reports. While they can save time on routine tasks and reporting, however, bid management platforms do not perform the most complicated, but essential tasks: design robust campaigns and ad groups that align user intent with your company offering, write multiple versions of text ads, analyze and help fix conversion issues with your website, etc.

Further, some of these platforms will take a sizable bite out your budget, and require up to 5% of total spend every month just for using their online tool.

What a budget-based platform is all about

In contrast, on a budget-based platform, you tell the sales rep for the platform (or the many companies that use a private-label platform) how much money/budget you have to spend. This number is then plugged into your business category in their automated platform, and it combines traffic from multiple sources. At the end of the reporting period, you look back to see how many clicks, “web events”, phone calls, or other metrics you got in return for your money. From our point of view, a lot gets sacrificed so that this can be automated. Just one example of features lost: many of the custom geo-targeting features from Google AdWords.

Transparency, or lack of it

In bid management platforms, the cost to the search engine and the cost to the provider of the bid management tool is usually transparent.

In budget-based platforms, you are unlikely to know what percentage of your budget is spent on traffic and how much goes to commission or fees. Generally, though, the bite is a major one. Further, it may not be easy or even possible to determine how much traffic was search traffic, vs. how much was contextual or other types of traffic.

Some would argue that the results, i.e. how many calls or conversions and the associated cost, matter the most. To some extent, we agree with that point, as long as the numbers are the right ones, and they are in fact real. For example, it is also important to know how many clicks, calls, and emails come from the use of your company name as a keyword. Another key metric that is not easy to get is quality of incoming phone calls: how to filter out repeat calls, how many lasted more than one minute, etc.

(Note: if the two examples make it seem like we are splitting hairs, take a deeper look — results from your company name, duplicate calls, and short calls can each be 20% or more of the total.)

Use Automation Wisely

In reading this, you might assume that I am against automation. Far from it. I’m all for automation, so long as it [reduces] work or cost and does not compromise much quality of the process or results. For example, at TopSide, we recently automated two processes that, when done manually, take too much time and do not deliver added value to clients:

  1. Rather than manually testing the websites we advertise (to make sure pages load quickly), we now automatically “ping” these sites at more frequent intervals.
  2. We now have a reporting dashboard that automatically summarizes click, conversion, and other data from the search engines with data from our phone call tracking system.

Although these tools initially cost quite a bit to build, using them helps our clients, and it helps us too.

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If you would like to contact Gary directly to learn more about this topic or inquire about his services, contact Topside Media directly at 512-469-9935, or toll-free at 866-516-2301.

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Negative Keywords Improve PPC Advertising Efficiency

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Please enjoy this guest post by Gary Walker, my colleague over at TopSide Media. It recently appeared on the TopSide blog, and it really hit home since I’m the client who put him through all of this! Gary was great with this project, so take a look at his account of what we did and why.

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Recently we rebuilt and launched a PPC account for an Austin client that had over 3,000 negative keywords. In our 5+ years of search marketing, this was a record at TopSide. The research and collaboration with our client on negative keywords was very productive, and took about as many days as all the other components combined.

A quick definition of negative or excluded keywords is as follows: a filter that prevents ads from showing. They are used to exclude aspects in your business category that you don’t want to trigger an ad for your particular business. Negatives (or NKWs as we call them around the office) increase overall efficiency of online ads. Proper use of negative keywords increases the CTR clickthrough rate, and this an important indicator of efficiency and relevance. The search engine ad programs reward efficiency with a lower CPC cost per click. More relevant ads usually produce a higher conversion rate and lower cost per conversion also.

Although in many ways they are opposite, like “positive” keywords that are used to trigger PPC ads, negative keywords can be single words or phrases. In some PPC ad programs, such as Google AdWords, negative keywords have broad , phrase, and exact matching options. Once an account is built and launched, we use a report called a Search Query report to look for additional negative keywords and topics for additional refinement.

The example we referred to is a Business-to-Business advertiser. B-to-B companies, particularly those in technology, tend to need more advanced negative keywords and tactics. The reason: many enterprise technology products and services have consumer level counterparts. Some of these (a couple of examples would be anti-virus and data backup /storage) are even free. In addition to negative keywords, filtering text in the ads can help filter out individuals who are not good prospects for a specialized or more costly product or service.

In summary, to make the most of your search marketing budget, a significant number of refinements are necessary to the default settings in PPC ad programs. Some of these are done up front, and more need to be done as search and click data comes in.