A brilliant way to get your brand noticed and drive traffic to your website is with Google Ads. Google Ads is an extremely popular form of digital marketing. This type of PPC advertising strategy allows you to pay for a spot on search engine results pages. It’s especially useful for brands that might not have the time to achieve a good search engine listing organically.
Google Ads work on a system that allows brands to bid on specific keywords in order for their clickable ads to appear in Google’s search results pages. So, when a user types in a search query containing keywords relevant to your campaign, Google will display your ad on the first page of the SERPs.
The only down-side to Google Ad campaigns is that can be very easy to have your ads appear in broad search results. Having your ads regularly appear on the SERPs may seem like a good idea at first. But irrelevant clicks can quickly increase your ad spend. The best way to prevent this type of unnecessary cost is to avoid broad match keyword targeting.
What Are Broad Match Keywords?
Broad match keywords trigger your Google ads whenever someone searches for that keyword, variations of that word, a phrase containing that word or other related searches.
For example, a broad match keyword like “marketing” can cause your ad to appear if someone searches for variations and related searches like “digital marketing” and “digital marketing course.”
Google uses this keyword match type to determine which search terms your ad can match with. It’s referred to as “broad” because it allows your ad to match with a variety of possible keyword searches that are related to your chosen keyword.
All You Need To Know About Broad Match Keywords
- The Good Stuff
Broad match is a like default setting for Google Ads. This means a lot of people use it for most of their advertising campaigns. While it’s a good idea to avoid broad match, there isn’t anything inherently wrong with it. Broad match keywords can help to expand you campaign’s reach and attract a wider target market.
- The Bad Stuff
Because of Google’s interpretation of broad match keywords your ads can be displayed in searches that aren’t all that relevant to your brand.
Sometimes, a person looking for a book about digital marketing textbook would be happy to check out your rand of bestselling fiction novels. But on most occasions, if someone is searching for something specific that you don’t have, you’ve wasted money on a pointless click.
A few irrelevant clicks won’t immediately destroy your ad spend budget. And maybe the aspiring digital marketer will be back later to splurge on a few bestsellers. But on a bigger scale, pointless clicks could have a really negative impact on your Google Ads campaign and your ad spend.
The Solution To Broad Match
Although broad match keywords is the Google Ads default, this doesn’t mean it’s the best option for every advertising campaign. To get the results you want from your Google Ads campaign here are a few tips for choosing the keywords that won’t result in a million irrelevant clicks.
- Choosing The Right Keywords
While keywords that cost more are associated with an extremely competitive industry, they are worth more in the long term. Using high quality keywords that are specific to your niche will ensure that your ads attract real leads. This will reduce casual ad-clicks from people who aren’t really interested in your brand.
- Try Using Long Tail Keywords
Long tail keywords are a great way to reduce the number of pointless clicks on your advert. Due to their specific nature, they are very effective in targeting niche audiences with specific requirements. Their lower search rate makes them the ideal SEO companion for your Google Ads.
- Negative Keywords
It might seem odd, but negative keywords can have a very positive effect on your pay-per-click campaign. Negative keywords work positively by preventing your ads from appearing in irrelevant searches. For example, if you add “specials” as a negative keyword Google Ads won’t display your ad for any searches containing the term “specials”.
- Focus On Quality
When you create digital advertising campaign, you should be focused on the quality of clicks, not the quantity. Doing so will prime your entire campaign and strategy to get clicks from users who are genuinely interested in what your brand is offering.