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March 14, 2011

Adwords Keyword List : Creating An Effective List – A SPN Exclusive Article

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Pay per click is no doubt a very effective Internet marketing technique, if properly deployed. It is particularly effective if the right Adwords keyword list is generated and utilized.

I have only indicated Google Adwords here but the same principle applies to other pay per click services such as Microsoft advertising and Yahoo search marketing.

Keyword Matching Options

There are basically four keyword matching options under which keywords or keyword phrases are classified.

These basically are:

Broad Match
Phrase Match
Exact Match
Negative Match

Since these four keyword matching options determine which searches can trigger your ads to appear, they help you predetermine or control which search users see your ads. By applying the appropriate matching options to your keywords, you can also best meet your return on investment (ROI) goals.

I will use “green tea” as an example keyword in this post to illustrate the use of the various match options.

Broad Match

This is the default option. It allows your ad to show on similar phrases and relevant variations. Under this classification, the keywords are normally shown without any punctuation i.e. green tea. With this option, you’ll enjoy more ad impressions, clicks, and conversions but may end up with a lower return on investment (ROI).

If your ad group contained the keyword/keyword phrase ‘green tea’, your ad would be triggered to appear when a user’s search term contained either or both words (‘green’ and ‘tea’) in any order, and possibly along with other terms. Your ads could also show for singular/plural forms, synonyms, and other relevant variations of the keyword ‘green tea’.

Your ads may, for example, show on searches for:

green
tea
buy green tea
decaffeinated green tea
oolong tea
black tea
rooibus tea
free green tea

It can be seen that the targeting is wide and may be off mark and not meet the user’s and indeed the advertiser’s intention.

To mitigate the unnecessary advertising costs that may ordinarily accrue when this match option is adopted, you can use it in conjunction with ‘negative match’ which is explained below.

You have to be careful when setting up your pay per click campaigns because many newbie Internet marketers out of ignorance, start out accumulating a huge pay per click bill by just inserting their keywords without any punctuation which is the default and represents “broad match” even though their intention is for more narrow searches.

Phrase Match

Using this match type, your ad will show for searches that match the exact phrase. In other words, your ad would be eligible to appear when a user searches on the phrase you have specified, with the words in that order. It can also appear for searches that contain other terms as long as it includes the exact phrase you’ve specified. It is more targeted than broad match, but less targeted than exact match.

Under this classification, the keywords are normally shown in quotes i.e. “green tea”. With this option, you’ll generally enjoy more ad impressions, clicks, and conversions than under the “Exact Match” option but generally less than under the “Broad Match” option. You may end up with a lower return on investment (ROI) than under the “Exact Match” option but generally with a higher ROI than using the “Broad Match” option.

Your ads may show on searches for :

decaffeinated green tea
buy green tea
green tea no calories
where to buy green tea
green tea to lose weight

but will not show for searches for :

green decaffeinated tea
tea with green color
decaffeinated tea
oolong tea
rooibus tea

Exact Match

This match type triggers your ad to show for searches that match the exact phrase exclusively.

Under this classification, the keywords are normally shown in brackets i.e. [green tea]. With this option, you’ll generally enjoy less ad impressions, clicks, and conversions than using both the ‘Broad Match’ and ‘Phrase Match’ types but may end up with a higher return on investment (ROI) than for both ‘Broad Match’ and ‘Phrase Match’ types. If you have carefully constituted a comprehensive keyword list, the traffic you are likely to receive may be more targeted to your product or service.

Your ads will be triggered for the search term :

green tea

But not for keywords such as :

decaffeinated green tea
rooibus green tea
oolong tea
buy green tea

Negative Match

This is usually used in conjunction with ‘Broad Match’ keywords. It is used to specify keywords you do not want the customers search query to be triggered for when they search for your ad. This is usually specified with a negative sign before the keyword you do not want your ad to be triggered for.

For example, if your keyword list contains the following :

green tea
-rooibos
-oolong
-caffeinated
-free

Then your ad can be triggered for

green tea
buy green tea
tea
decaffeinated green tea

but will not be triggered for

oolong tea
rooibus tea
caffeinated green tea
free green tea

In conclusion, irrespective of the matching option you use, it’s important to only use keywords that accurately describe your product or service.


Dele Ojewumi is an Internet Marketer, Chartered Accountant and Economist. He is the webmaster of http://www.homebiz-supermarket.com. Visit his blog http://www.homebiz-supermarket.com/profitable-business-ideas/ where you can get profitable business ideas to help you generate multiple streams of internet income.

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