PPC Campaign Strategy: Adwords Keyword Match Type Modifiers

PPC Campaign Strategy: Adwords Keyword Match Type Modifiers

by | Oct 13, 2023 | Analytics, PPC

Looking to optimize your PPC campaign strategy? When building a new Google Adwords campaign the first thing that you want to do is to get it running, but keep in mind that if it needs to be done right then it may cost. The campaign keyword strategy is a big piece of the initial setup that may seem confusing. Really though there is nothing to fear– this part only takes a little time and experience to get right.

Starting with Good Keyword Research

First thing, good research into what keywords your Adwords campaign will be using. Think of these as the words that potential clients may use to search for your business online. Then, find synonyms. misspellings, and alternative versions to add to the list, See the Google keyword planner for a free tool that can be used for keyword research.

Prioritize Keywords

Once you’ve compiled a comprehensive list of keywords, it’s essential to prioritize them. Not all keywords are created equal, and some will be more valuable and relevant to your business than others. 

To determine their significance, consider factors like search volume, competition, and relevance to your products or services. High search volume keywords can bring in more traffic, but they might also face intense competition. In contrast, low-competition keywords can be easier to rank for but might not generate as much traffic. Striking the right balance is key to a successful AdWords campaign.

Organize Keywords into Ad Groups

Furthermore, segment your keywords into ad groups based on their relevance to the different aspects of your business. This allows you to create highly targeted ads that are closely aligned with the specific keywords, improving the overall quality score of your ads and, in turn, reducing the cost per click (CPC). A well-structured campaign will also enhance the user experience, as potential clients are more likely to click on ads that directly address their search queries.

Keyword Research is Ongoing

Remember that keyword research is not a one-time task. Continuously monitor and refine your keyword list based on performance data. This iterative process will help you adapt to changing market conditions and customer behavior, ensuring that your AdWords campaign remains effective and cost-efficient.

Additionally, make use of negative keywords to filter out irrelevant traffic and optimize your budget. By consistently refining and expanding your keyword list, you can keep your AdWords campaign aligned with your business goals and responsive to shifts in the online landscape.

Types of Keyword Match Types

Keyword research is a concept that you may already be familiar with and while it’s not difficult to do, it’s an essential piece to any successful PPC or Organic strategy. Here’s where things get a little tricky inside Adwords, adjusting these keywords with keyword match type modifiers. Here’s a rundown of the various keyword match type possibilities with some advanced insight into the pros and cons of adjusting keywords with each one.

Broad Keyword Match Type

The Broad Match type can be difficult to reign in due to the variations that Google may throw at the term. Possibly leading to a low click-through rate (CTR) and leading to a poor quality score. That’s not to say that running a broad match type is wrong, just ensure that whoever is managing the PPC account is actively, reading daily, logging user search terms, and adding in negative keyword filters, or else the daily budget WILL be eaten by low conversion search phrases.

Additionally, an excellent way to optimize the broad match type is to refine and target using broad match with match type modifiers. Do this by adding a “+” to a term in addition to your phrase. With “+” and “-” modifiers in place- then that added term must be used to trigger the search. For example- see below:

Phrase Keyword Match Type

Using the phrase match keyword match type is an excellent way for the Adwords manager to further control the terms that trigger the search ad to show. However, when setting phrase match the account manager should be certain that essential search terms are not falling through the cracks due to over-targeting and leaving valid searches on the table.

Exact Keyword Match Type

When you are looking to target specific keywords and phrases with the highest amount of precision available, then the exact match type is how one would accomplish this. However, like the phrase type, the exact type can be tricky to maximize Ad exposure. It is not recommended to begin a new Adwords search campaign using the exact keyword match type. This type is best used after a few months of acquiring data on user search intent and refining it into a broader search strategy.

Which Keyword Match Type Modifier Should You Use For Your Adwords Campaign?

Each campaign is going to have a different PPC campaign strategy based on the business goals, and keywords. However, there is a common foundation that is recognizable in a successful Adwords campaign.

  • Start with thoughtful research into the keywords and intent of possible user searches.
  • Build a strong negative keywords list that will filter out unwanted search triggers
  • Monitor the search terms that are triggering the ads
  • Add, delete, and modify the match types with modifiers as you see what users are searching for.

Early on in a new Ad campaign, it is essential to have a manager reviewing the account and making adjustments to the keyword match types, adding modifiers as necessary, and adding negative keywords.

Additional Ways to Optimize Your PPC Strategy

When it comes to optimizing your PPC (Pay-Per-Click) strategy, it’s not just about keywords and match type modifiers. You can boost your campaign’s performance through various other techniques:

  • Ad Copy Optimization: Craft compelling, relevant ad copy to increase click-through rates and engagement.
  • Clear Call-to-Actions: Ensure buttons and CTA text are easy to understand and find for users.
  • A/B Testing: Test different ad variations to refine your messaging and discover what resonates best with your audience.
  • Ad Extensions: Enhance your ads with informative snippets like location details, callouts, and structured snippets to make them more appealing.
  • Ad Scheduling: Control when your ads appear to target peak customer activity times.
  • Landing Page Optimization: Ensure your landing pages are user-friendly and conversion-focused to turn clicks into valuable actions.
  • Data Analysis: Regularly review key metrics like click-through rates, conversion rates, and cost per conversion to make data-driven adjustments and improvements.

By incorporating these additional strategies into your PPC campaign, you can adapt to the dynamic digital landscape, stay competitive, and maximize your advertising investment.

Related FAQs

What are the potential drawbacks or challenges associated with using the Broad Match keyword match type?

Broad Match can be a powerful tool for reaching a wide audience, but it comes with its challenges. The primary issue is the unpredictability of the search variations it can trigger. This variability may lead to a low click-through rate (CTR), and if not managed correctly, it can impact your quality score.

To combat this, diligent monitoring is necessary. Daily review of user search terms is essential, allowing you to add negative keyword filters to eliminate irrelevant clicks. Without this proactive approach, your daily budget might be consumed by low-conversion search phrases.

How do you determine the appropriate balance between high search volume and competition when selecting keywords?

Striking the right balance between high search volume and competition is a delicate art. It depends on your specific business goals and budget. Here’s a rule of thumb: high search volume keywords can bring in substantial traffic, but they often face intense competition, which can drive up costs.

On the other hand, low-competition keywords may be easier to rank for but might not generate as much traffic. The key is to focus on keywords that align with your business objectives and budget. Regular monitoring and adjustment based on performance data will help you find that sweet spot.

What are the best practices for A/B testing in PPC campaigns?

A/B testing is a vital component of PPC ad optimization. To ensure your A/B tests are effective, consider these best practices:

  • Start with a clear hypothesis to identify what you want to test and why.
  • Test one variable at a time to isolate the specific element you want to evaluate, whether it’s ad copy, headlines, or landing page design.
  • Split your audience evenly to ensure that the A and B groups have similar characteristics to draw accurate conclusions.
  • Set a reasonable test duration to give your tests enough time to gather sufficient data without being too hasty.
  • Analyze the results by looking beyond click-through rates and considering how changes impact conversion rates, cost per conversion, and overall campaign performance.
  • Continuously iterate by implementing the learnings from A/B tests into your campaigns to improve over time.

How Can We Help with Your PPC Advertising?

If you’re an entrepreneur or an already established business looking to optimize, promote, and market on digital mediums, consider contacting ITVibes. We specialize in crafting tailored marketing strategies that can elevate your online brand and drive remarkable results.

Our team is dedicated to improving your ads’ performance, enhancing brand awareness, and connecting you with your target audience. With our expertise in PPC advertising, we can assist you in creating campaigns that resonate with your potential customers, ensuring that your message reaches the right people at the right time. Let us be your partner in achieving PPC success and unlocking the full potential of your online marketing endeavors.

Contact ITVibes today and get your PPC campaign strategy powered up!

ORIGINALLY PUBLISHED FEBRUARY 2018