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 exact match targeting is and how to use it.
- [Instructor] With exact match targeting you'll add your keywords with a bracket symbol to apply the modification. In this case we would put brackets around the term women's hats and this means the search cannot contain any other terms. It has to be almost exactly what's in the brackets, nothing before it and nothing after it. That's it, that's the entire search query, now (laughs) with one little caveat of course. It's still going to display for very close variations. Google will give you the word woman as well as the word women's and they're even going to support some word order changes in certain circumstances with an exact match. So even though we call it exact match, it's really exact match with close variations. Let me show you some examples. So let's say we add the keyword women's hats in brackets. We're going to match for women's hats and woman's hats. But it'll also match when a user adds in any function words such as the words into, a, the, and, for, but and so on. Hat women's will work, because order doesn't match, and it'll also match for women hat as well as hat for women, because pluralization is considered a close variant and adding in those function words is also considered close variant. That's about it. I won't match for girls' hats, I won't match sewing a woman's hats and I won't match for women's baseball hats. This really gives us the ultimate level of control. Remember we can have lots of keywords in our ad groups, so we could be bidding on one price for one keyword and another price for a different keyword. We can send people searching for girls' hat to one landing page and people searching for women's hats to another. This is when exact match can come in very handy. But when you're just starting out with Google Ads, I encourage you to start by using exact match. It allows you to create incredibly granular and focused ad groups without spending erroneously on search terms that run away when you don't have negative match applied. This is a great place to start and then you can expand and build from here.
- 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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