Positive and Negative Keyword Matching on Google AdWords
Matching keywords on your Google AdWords account is very crucial for those who serve paid ads on Google. Without appropriate keyword matching someone can end up paying through their teeth for the clicks per ad and yet not get a positive response on their ads. Google provides the option of choosing positive and negative keywords matching on your AdWords account.
While opening the AdWords account one has to select a single-keyword phrase in the first ad group. Go back to the first ad group and select “edit keywords” option, which in turn will open up the Keyword and CPC (cost per click) edit dialogue. Here there are three different types of positive keyword match option available:
1) Broad Match: This is a very flexible match option, as Google automatically runs the ads on all variations of your keywords, even if they are not the precise keyword. This way Google can serve more ads and you might make more money. Despite that this is not a very wise option to select because although the number of clicks on your ads will be a lot, the kind of customers coming may not be your target audience.
2) Exact Match: Exact match is where the keywords are surrounded by square brackets and your ad will appear only when someone types that exact search query. For example if your keywords are [Elton John DVDs] and someone types “Elton John DVDs online”, your ad would not appear. Exact match tends to maximize conversion rates, but it leads to a substantial decrease in the number of clicks on your ad. Therefore, this too is not the best option to choose for positive keyword match.
3) Phrase Match: If your keywords are surrounded by quotation marks (e.g., “Elton John DVDs”), your ad will appear whenever someone enters a search query that contains the exact phrase, even if they place the order of words before or after it. So a search query of “Elton John DVDs online” or “hit Elton John DVDs” would still serve your ad. In most cases this is the correct option to choose.
Negative keyword matching is a very powerful Google AdWords feature and justifies the use of paid marketing. This enables you to avoid serving ads to anyone who has included a particular trigger word in their search query, irrespective of whether the rest of the query is a good match. For example, someone sells luxury handbags online and her keywords are “buy handbags online”. People may click on her ad a lot but if they are looking to but cheap or discounted handbags, they will complete the purchase even after clicking on the ad. This is bound to cost a lot of money to the person placing the ad. But if she sets a negative keyword matching list that includes terms like “cheap, discount, sale, free, factory, and warehouse” etc., the response to her ad will probably be much better.
Negative keyword matching should be set at the campaign summary level. Add your negative keyword matching by clicking on “edit campaign negative keywords”.
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