You'll be giving Google specific instructions on how closely a keyword needs to match a person's search term in order to trigger your ad. In this video you can explore what broad match targeting is and how to use it.
- [Instructor] By default, every keyword is a Broad Match. This means that your ads will show for search queries that match your keyword or whenever search queries contain words that are closely related, like synonyms or common misspellings. Broad Match will even match with longer phrases that contain any of your keywords. So when you start out, Broad Match captures the most people, but it also can bring in a lot of irrelevant searches. Let's look at some examples. A keyword of women's hats will match with the following search terms: women's hats, drawings of women's hats, women's caps, which is a variation of hats, hats for girls, even sewing a woman's hat, but it will not match for, say, purple hats. It must contain the word women, or the word hats, or any variance thereof. You can see how this is very broad. If you're trying to sell women's hats, you wouldn't necessarily want to be matching your ad for search queries on drawings of women's hats, per se. The next type of Broad Match is Broad Match Modifier, and this is signified within your ad group by using a plus sign directly in front of the keyword that you're interested in controlling. You'll see here that if I were to add this keyword to Google, say plus women's and plus hats, then I'm going to tell Google that directly following the plus sign, that word must appear in the user's search query exactly as its targeted or as a very close variant. Ads can be triggered to display for modified Broad Match keywords if the user's query is a typical misspelling, an abbreviation, an acronym, but not a synonym. Now, it's also important to note that when you're using Broad Match Modifiers, the keywords can still be in any order. Now, this might still yield you irrelevant clicks, but it's getting you closer to what you want to do. Let's look at some examples. If I add into Google plus women's plus hats as my keyword, I'm going to match with the following: hats for women and drawings of women's hats. But I will not match with women's caps, because caps is a synonym of hats and synonyms are not allowed with Broad Match Modifier. I also won't match for hats for girls, but I will match for sewing a woman's hat, but I will not match for purple hats. This is the Broad Match Modifier. Whenever you use the Broad Match, I encourage that that ad group also contains a lot of negative keywords to balance out any search terms that you don't want included.
- Defining your customers and your marketing goals
- Setting up a Google Ads account
- Researching keywords
- Targeting with keywords
- Creating a campaign
- Adjusting your bid
- Creating an advertisement
- Writing a text ad
- Running reports
- Connecting Google Analytics
- Optimizing a campaign
- Using ad extensions
Skill Level Beginner
Before getting started2m 18s
1. Pay-Per-Click Advertising
2. Before Getting Started
3. Getting Started with AdWords
4. Researching Your Keywords
5. Creating Your First Campaign
6. Creating Your First Advertisement
7. Monitoring Your Advertisements
8. Advanced Advertising Tracking
9. Key Optimization Strategies
Key optimization tips5m 14s
10. Going Beyond the Basics
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