| When you take your first steps into the world of | | | | keywords but will only cause your Ad to appear if the |
| Google AdWords it is all too easy to grab your list of | | | | exact keywords are searched for. If there are any |
| keywords and dive straight in. However Google allows | | | | additional keywords either before or after your |
| you much more control over your keywords and | | | | keywords your Ad would not be displayed. |
| when your Ads will appear. | | | | To create exact match keywords you add square |
| Google allows you to use 4 different types of | | | | brackets around your keyword [like this]. Exact match |
| keywords these are Broad, Phrase, Exact and | | | | keywords again can reduce your costs even further |
| Negative. It is essential that you use a combination of | | | | as there are even fewer people competing for your |
| all these types of keywords to ensure that you get | | | | chosen keywords. |
| the best results and maximize your ROI. | | | | Negative Match Keywords |
| Throughout example we are going to focus on | | | | These are perhaps one of the most overlooked parts |
| website selling golf equipment. | | | | of setting up your keywords in google AdWords. |
| Broad Match Keywords | | | | Negative keywords are words that when searched |
| Broad match are the standard keywords used in | | | | for cause your Ad not to be displayed, irregardless of |
| Google AdWords, if you simply add your keywords to | | | | what else was included in the search. |
| your Ad Group they will be added as broad match. | | | | In lots of niches there are keywords that apply to |
| Broad match keywords do not have any symbols | | | | alternative products you don't supply or even |
| around them they are just displayed as the keyword. | | | | alternative industries. Negative keywords allow you to |
| If you have the broad keyword Golf, your Ad will be | | | | filter out completely non-relevant clicks on your Ads. |
| displayed every time the words Golf is searched for, | | | | Sticking with the Golf theme an example of a |
| for example Golf Balls, Secondhand Golf Clubs and | | | | unrelated product is the car, the Volkswagen Golf. Yes |
| Golf Tournaments. Essentially if your keyword is | | | | this may share some of the keywords, but it is not |
| searched for your Google Ad will be displayed. | | | | related to your business. To filter these searches out |
| If you used the keyword Golf Tournament your Ad | | | | we could add negative keywords for -vw, |
| would be displayed every time there was a search | | | | -volkswagen, -car etc. |
| that included Golf and Tournament in any order with | | | | You can also use negative keywords to filter out |
| any other keywords. This is not always a good idea | | | | certain searches in your own niche, for example you |
| as in some niches many keywords are used for | | | | may not sell secondhand golf equipment, so if that's |
| completely different products or even different niches. | | | | the case add a negative keyword for -secondhand or |
| Phrase Match Keywords | | | | -used. |
| This is where Google's phrase match keywords come | | | | Tips |
| into play. Phrase match keywords are made up from | | | | When setting up your keywords in Google AdWords I |
| two or more keywords and are common search | | | | would recommend that you: |
| terms for your products or services. To set up phrase | | | | |
| match keywords in Google AdWords you need to | | | | 1. Stay away from single word keywords, as they are |
| surround your chosen phrase with inverted commas | | | | not targeted enough. |
| "like this". | | | | 2. Create as many phrase match keywords as you |
| Using the phrase match keyword "Golf Tournaments" | | | | think of or research. As you find visitors using slightly |
| would make your Ad appear when the keyword was | | | | different keywords add them to your list. |
| searched for along with any other search term that | | | | 3. Create an exact match keyword for every phrase |
| included your phrase in addition to any other keywords | | | | match and run them together, using exact match along |
| for example Amateur Golf Tournaments and Golf | | | | with phrase match will reduce your costs and the |
| Tournament Prizes. However if there was a search | | | | exact match is a perfect match for what was |
| that included the words Golf and Tournaments | | | | searched. |
| separated by other keywords your Ad would not be | | | | 4. Create as many negative keywords as you can |
| displayed. | | | | find, it is best to use a keyword research tool and start |
| Phrase match keywords allow you to target your Ads | | | | with single keywords to find the other niches that use |
| more accurately to ensure that the visitors you | | | | the keywords. |
| receive are looking for the exact product you are | | | | If you follow these tips and get your keywords setup |
| selling. Phrase match keywords also cost less to bid | | | | correctly straight of the bat you will sped less time |
| on compared to broad match keywords, as the | | | | trying to change your Google AdWords because you |
| keywords are more focused there is less competition | | | | are getting lots of visitors who are not actually |
| for the best places. | | | | interested in your products or services. |
| Exact Match Keywords | | | | I wish you all the best of success. |
| Exact match keywords work similar to phrase match | | | | |