2 – Use exact match for high volume keywords<\/h2>\n
When doing your keyword research identify those keywords that are highly relevant to your campaign and are most popular in terms of search volume. These keywords are candidates to be used as \u2018exact match\u2019 keywords.<\/p>\n
The exact match keyword type instructs adwords to show your ads for queries that are a close match to your specified keywords. By close match I mean that they are in the same order, misspellings, singular and plural forms, acronyms and abbreviations.<\/p>\n
For example if you set these keywords as exact match (by enclosing them in []), [competition analysis tools], adwords will only show them for queries that have the same words in the same order and meet the criteria explained above. It will show them for \u2018competition analysis tool\u2019 but not for \u2018best competition analysis tools\u2019.<\/p>\n
A few things to note about the use of exact match keywords:<\/p>\n
- \n
- Since they are highly relevant If selected correctly they will raise your CTR, lower your CPC and increase conversions.<\/li>\n
- Don\u2019t set as \u2018exact match\u2019 keywords that have a low search volume but use this type for your popular keywords.<\/li>\n
- The more words (long tail keywords) included in a keyword set the better, provided that they do have a decent search volume.<\/li>\n
- A good practice in cases where you have a lot of keywords that are a good fit for exact match is to keep them in a separate campaign running with their own budget but at the same time it is very important to add them as negative keywords in your other campaigns to avoid your campaigns competing each other.<\/li>\n<\/ul>\n
3 – Pause low performing keywords<\/h2>\n
This is a really easy one, when you view your keywords report in the status column you may see the message \u2018Low Search Volume\u2019. This means that for the particular period the number of searches for that keyword were very low so adwords temporarily made those keywords inactive.<\/p>\n
When and if there are more searches for them, adwords will re-activate them and put them back to the auction (the checks are made once per week).<\/p>\n
The problem is that if you have a lot of \u2018low search\u2019 keywords in your account this affects the overall performance of your campaigns, having a negative impact on the other keywords and your quality score.<\/p>\n
![\"Adwords](\"https:\/\/www.reliablesoft.net\/wp-content\/uploads\/2015\/11\/adwords-best-practices-google-guide.png\")
<\/p>\nGoogle also suggests in their adwords best practices guide<\/strong><\/a> to delete low search volume keywords, as this will make your account more streamlined and easier to manage.<\/p>\n
4 – Use Broad Match Identifier<\/h2>\n
The broad match identifier<\/strong><\/a> is one of the most powerful keyword match types, even more than exact match that can get your highly targeted traffic with less keyword management and trouble.<\/p>\n
By adding the + in front of a keyword, you \u2018tell\u2019 adwords that the particular word has to be included in the search query in any order. The more good news is that you can add the + to one or more words in your keyword set.<\/p>\n
For example, let\u2019s assume that you are selling diamond rings and you have an ad group for your blue rings, the only keywords that you need to add in that ad group are \u201c+blue +diamond +rings\u201d. By taking advantage of the modified broad match type, you immediately exclude searches that don\u2019t have all three keywords and your ads will only show up for highly related terms.<\/p>\n
![\"PPC](\"https:\/\/www.reliablesoft.net\/wp-content\/uploads\/2015\/11\/broad-match-modifier-2.jpg\")
<\/p>\nWhy you should use broad match identifier?<\/strong><\/p>\n
Less keywords to manage<\/p>\n
Increase CTR and higher ROI<\/p>\n
Less negative keywords<\/p>\n
5 – Remove keywords not related to your landing page<\/h2>\n