Website design By BotEap.comWhen you’re taking your first steps into the world of Google AdWords, it’s very easy to take your keyword list and dive right in. However, Google allows you much more control over your keywords and when your ads appear.

Website design By BotEap.comGoogle allows you to use 4 different types of keywords: Broad, Phrase, Exact, and Negative. It is essential that you use a combination of all of these types of keywords to ensure that you get the best results and maximize your ROI.

Website design By BotEap.comThroughout the example, we are going to focus on the website that sells golf equipment.

Website design By BotEap.comBroad Match Keywords

Website design By BotEap.comBroad match are the standard keywords used in Google AdWords, if you simply add your keywords to your ad group they will be added as broad match. Broad match keywords don’t have any symbols around them, they just show up as the keyword.

Website design By BotEap.comIf you have the broad keyword Golf, your ad will show whenever the words Golf are searched for, for example, Golf balls, Used golf clubs, and Golf tournaments. Essentially, if your keyword is searched for, your Google ad will be shown.

Website design By BotEap.comIf you used the keyword Golf Tournament, your ad would show whenever there was a search that included Golf and Tournament in any order on any other keyword. This is not always a good idea, as in some niches many keywords are used for completely different products or even different niches.

Website design By BotEap.comPhrase Match Keywords

Website design By BotEap.comThis is where Google phrase match keywords come into play. Phrase match keywords are made up of two or more keywords and are common search terms for your products or services. To set up phrase match keywords in Google AdWords, you need to surround your chosen phrase with “like this” quotes.

Website design By BotEap.comUsing the phrase match keyword “Golf tournaments” would cause your ad to appear when the keyword was searched for along with any other search terms that included your phrase in addition to any other keywords, for example Amateur golf tournaments and Golf tournament prizes. However, if there was a search that included the words Golf and Tournaments separated by other keywords, your ad would not show.

Website design By BotEap.comPhrase match keywords allow you to target your ads more precisely to ensure that the visitors you receive are searching for the exact product you’re selling. Phrase match keywords also cost less to bid compared to broad match keywords, since the keywords are more focused, there is less competition for top spots.

Website design By BotEap.comExact match keywords

Website design By BotEap.comExact match keywords work similarly to phrase match keywords, but will only show your ad if the exact keywords are searched for. If there are additional keywords before or after your keywords, your ad won’t show.

Website design By BotEap.comTo create exact match keywords, add square brackets around your keyword [like this]. Exact match keywords again can lower your costs even more since there are even fewer people competing for your chosen keywords.

Website design By BotEap.comNegative Match Keywords

Website design By BotEap.comThese are perhaps one of the most overlooked parts of setting up your keywords in Google AdWords. Negative keywords are words that, when searched for, cause your ad not to show, regardless of what else was included in the search.

Website design By BotEap.comIn many niches there are keywords that apply to alternative products that you don’t offer or even to alternative industries. Negative keywords allow you to filter out completely irrelevant clicks on your ads. Continuing with the Golf theme, an example of an unrelated product is the automobile, the Volkswagen Golf. Yes, this may share some of the keywords, but it is not related to your business. To filter these searches, we could add negative keywords for -vw, -volkswagen, -car, etc.

Website design By BotEap.comYou can also use negative keywords to filter certain searches in your own niche, for example, you may not sell second-hand golf equipment, so if that’s the case, add a negative keyword for -second-hand. or -used.

Website design By BotEap.comAdvice

Website design By BotEap.comWhen setting up your keywords in Google AdWords, I would recommend that you:

1. Stay away from single word keywords as they are not targeted enough.
2. Create as many keyword matching phrases as you think of or research. As you find visitors using slightly different keywords, add them to your list.
3. Create an exact match keyword for each phrase match and run them together. Using exact match along with phrase match will lower your costs and exact match is a perfect match for what was searched for.
4. Create as many negative keywords as you can find, best to use a keyword research tool and start with individual keywords to find the other niches that use the keywords.

Website design By BotEap.comIf you follow these tips and set your keywords correctly from the start, you’ll spend less time trying to change your Google AdWords because you’re getting a lot of visitors who aren’t really interested in your products or services.

Website design By BotEap.comI wish you all the best of success.