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While I may sit on the SEO side of my office’s desk cluster, I strongly believe that PPC and SEO efforts can work off of each other to help achieve each effort’s goals. Plus, studies have shown that PPC ads do not cannibalize organic listings. In fact, the PPC and SEO teams are encouraged to collaborate with clients to ensure that overall, that business owner’s company is “winning” at the web—and team work makes the dream work, amirite?
Last week, Lexie discussed the benefit of using PPC data for SEO keyword research (especially in a (not provided) online marketing world), but I wanted to share more about setting up your keywords in your PPC campaigns—especially match types. While it may seem like a bunch of confusing symbols, match types are extremely beneficial in setting up the best targeted PPC ad that will generate a high click-through rate of well-qualified leads.
Broad Match Keywords
Keyword, no punctuation
Your ad will show for basically any synonyms or related searches that Google decides are relevant to your keyword. If your broad match keyword is “window,” it could display in search results for “Microsoft Windows” or “window installation.”
Our PPC managers don’t use this match type often because it will probably generate unqualified clicks and gives us less control over the search terms that our ads are displayed for.
Modified Broad Match Keywords
Your ad will show for any search query that that contains each term with a “+” (or close variations) in any order. For example, if you modified broad match keywords included “+remodeling +Silver Spring,” your ad might be displayed for searches of “Silver Spring remodeling company” or “remodeling company in Silver Spring.”
At Blue Corona, we use these frequently for our clients that have a local focus. We’d say more about that but we wouldn’t want to give away the entire secret recipe for a low cost-per-lead and ever increasing qualified leads for our clients!
Phrase Match Keywords
Your ad will show when that phrase (or close a variation of it) is a part of the search query. It can have other words before or after it, but not between the quotes. For example, if ““furnace replacement”” is the phrase match keyword, the ad could show up for searches like “schedule furnace replacement” or “furnace replacement company.”
At Blue Corona, we use this match type quite frequently because they provide more control over which search queries your ads show up for.
Exact Match Keywords
Your ad will show when the search query exactly matches (or is a close variation of) your keyword. If you exact match “[plumbers]” in your PPC ad’s keyword settings, your ad would only display for searches of “plumber” or “plumbers.”
It’s best to use exact match keywords for very broad keyword searches—if your keyword or phrase within the brackets is very specific, it will literally only display when that exactly keyword or phrase is searched.
Negative Match Keywords
Your ad will not show for searches that include that word. Let’s go back to that windows example from the broad match. If you are a window installation company, you don’t want to be bidding and paying for users who are searching for Microsoft’s Windows software. You can add “-Microsoft –Software” and more to ensure that your ads will not display for users with that intent (since they are most likely unqualified leads).
Negative keywords are mostly used when reviewing what keywords your ad was displayed for and what users searched for before clicking your ad. If you find unqualified clicks are getting to your PPC ads, negative match keywords help you fix that.
Pay-Per-Click Campaigns & Services from Blue Corona
Whether you’re looking for a short term PPC campaign or seeking a long term PPC manager, our online ad management process is hard to beat. When a business comes to us for PPC management, we handle it all—from keyword discovery to bid management and copy creation to ad split testing. We will help you reach your click through goals and ideal cost-per-lead and report the results to you monthly. Contact us today!
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About The Author: Hannah is the Organic Team Lead at Blue Corona. If she's not busy daydreaming about the training session for her team, you can find her improving client conversion rates and planning her next trip.
View more blogs by Hannah Nelson