The Right Keywords &
Keyword Matching 

Keywords are the words which when searched for will trigger the appearance of your ad next to the search results. It is imperative to the success of your campaign to choose the right keywords.

Popular keywords have a higher “cost per click”, so you pay more each time your ad is selected and because you used general, common keywords the conversion from click to sale is low.

"Broad keywords will generate
many impressions with few results"

Finding specific keyphrases that will be more appropriate to your business can be time consuming, but it's worth it as research. Keyphrases can be much cheaper but it helps to get more highly targeted people to your site and hence helps you get more sales. It’s also worth using spelling variations and plural versions of the keyphrases as not every user will search in the same way.

You can further refine your ads by utilising Keyword Matching Options - broad, exact, phrase and negative.

Broad matches are the default setting on Google Adwords. With broad matching your ad shows when users search on the keywords ‘Teeth’ and ‘Whitening’, regardless of other search terms used or of the order in which they are entered.

Exact matching requires you to place square brackets around your keywords, like the following: [Teeth Whitening]. Now the ad will show when users search only on the phrase ‘Teeth Whitening’ and will not show if other words are included or the words are entered in a different order.

Exact Phrase matching is similar to exact matching in the sense that the keywords must all be present and in the right order however your ad will still show even if other words are present in the search. Use keywords in quotes when you want to use Exact Phrase Matching “Teeth Whitening”.Negative matching is the remaining option available. With this option you can block your ad from being shown if a certain word is present in a user search. If your keyphrase is ‘Teeth Whitening’ but you want private patients and not people looking for Home Kits, you can mark “Home Kits” as a negative keyword. There when a client searches for ‘Teeth Whitening’ you as will show, but if the search is ‘Teeth Whitening Home kits’ your ad will not appear.

 

Using the Keyword Matching Options gives you more control over who sees your ads so you won't pay for clicks that are unlikely to produce well-targeted results. So always try and use these options, doing so could result in lower Cost Per Click, a Higher Click Through Rate and most importantly higher ROI!