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Pick the Right Keyword Type for Cost-Effective PPC Campaigns
| Guest post by: Deborah Young |
Article Overview: Broad, Phrase or Exact? Knowing the difference between these keyword match types can mean the difference between a money making PPC campaign and a money pit.
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Pick the Right Keyword Type for Cost-Effective PPC Campaigns
baseball card values
"baseball card values"
[baseball card values]
Do you know the difference between these three variations on the same keyword search phrase? You should. That is, if you want to conduct a cost-effective pay per click campaign.
Broad Match Type (baseball card values)
When creating a Google AdWords campaign, this is the default keyword match type and the one that will probably give you the most impressions. That's not necessarily a good thing. Using this match type means that your ad will appear whenever a user searches for any word in the phrase, in any order. In this example that means your ad will appear if someone searches for "baseball card values" or "baseball hall of fame" or "stock values" or "card shark," to name a few.
I doubt that you'd be targeting all four of these example phrases with the same ad, so you need a way to minimize the irrelevant searches. Enter Negative Keywords. By putting a minus sign in front of a keyword, you tell Google that you don't want your ad to appear when that word or phrase is used in a search. In this case, you'd probably want to add "-stock values" and "-card shark" to your negative keyword list.
Phrase Match Type ("baseball card values")
Now we're getting a little more control over the situation. By putting your keyword search phrase in quotation marks, Google will only display your ad when a user types in that phrase and in the same order.
So, for example, your ad would appear for "baseball card values over time" or "i want to know my baseball card values" or "are your baseball card values declining."
Exact Match Type ([baseball card values])
This is where the rubber meets the road and you have the most control over who will see your ads. Brackets around your keyword search phrase tell Google that you only want your ad to appear when that exact phrase is entered.
For instance, your ad would appear for "baseball card values" but would not appear for "rising baseball card values" or "baseball card values declining" or "baseball bats" or even "baseball." It will only appear for the exact phrase "baseball card values."
Now that you know how to control your keyword search results you're one step closer to creating a high performing AND cost effective PPC campaign.
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Article Tags: baseball card values, baseball hall of fame, brackets, card shark, google, google adwords, hall of fame, impressions, keyword list, keyword search, match, minus sign, pay per click, pay per click campaign, phrases, quotation marks, rubber meets the road, search phrase, stock values, variations
Referred by: http://jaykubassek.com
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About the Author: Deborah Young RSS for Deborah's articles - Visit Deborah's website If you're an entrepreneur or a local business owner, Deborah can help define and implement the online marketing solution that will make you more visible on the Internet and help increase your client base and profit margins. She single-handedly established the initial Web presence for a $50 million business and uses all the tools in the online marketing arsenal. Finding solutions is second nature to Deborah but - getting back to that whole "trust" thing - don't take her word for it, take it from someone she's worked with: "Deborah is the type of person you look to when you have an impossible project, impossible timeline, and so many variables you don't know where to start counting. She is the person you bring in and know it will all get done and people will walk away satisfied. How often does that happen even in the best of circumstances?" Click here to visit Deborah's website   Ten Common Internet Marketing Mistakes Part 1 Useful Internet Marketing Tools On The Cheap YouTube Insight Entrepreneurs Persist To The End Hard Times Give Birth to Healthy Entrepreneurs Creating the Right Conditions for Entrepreneurial Success |
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Re: Keyword Selection
- Hi All,
Very interesting topic of discussion!
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