Online advertising has become an essential part of marketing strategies for businesses of all sizes. However, creating successful online advertising campaigns is not just about choosing the right keywords and bidding strategy.
Using the correct match type is equally important. Match types determine how closely a user's search query needs to match the advertiser's chosen keywords for an ad to be displayed. In this blog, we will explore advanced techniques for using match types to create effective online advertising campaigns.
Negative keywords are keywords that you specify to exclude from your online advertising campaign. They tell the search engine not to show your ads to users who search for those specific terms. Negative keywords are essential for any online advertising campaign because they help to filter out irrelevant traffic, reducing your campaign costs and improving your ROI.
It is important to use negative keywords in online advertising campaigns because they help you reach your target audience more effectively. By excluding irrelevant keywords, you can ensure that your ads are shown only to users who are likely to be interested in your product or service. This helps to increase the relevance of your ads, leading to higher click-through rates, and ultimately, better conversion rates.
Examples of negative keywords include words that are not relevant to your business, such as "free" or "cheap" if you offer a high-end product or service. You may also want to exclude terms related to specific industries or niches that are not relevant to your business.
To identify negative keywords, you can start by reviewing your search terms report in your advertising platform. This report shows you the actual search queries that triggered your ads, allowing you to identify irrelevant keywords to exclude. You can also use keyword research tools to identify negative keywords that are commonly associated with your primary keywords.
To add negative keywords to your campaign, you can simply create a negative keyword list and add the relevant terms to it. You can then apply this list to your campaigns or ad groups to exclude the specified keywords. It is important to regularly review and update your negative keyword list to ensure that it remains relevant and effective.
Best practices for using negative keywords include:
Using different match types together can lead to optimal results in your online advertising campaigns. When used in combination, match types can help you achieve a balance between reaching a wider audience and targeting specific user searches. For example, using modified broad match and phrase match together can help you reach a broader audience while still maintaining some level of keyword specificity.
Modified broad match allows for variations of the keyword, while phrase match requires the search query to include the keyword in the same order as specified. By using both match types together, you can ensure that your ads are shown to users who are searching for both variations of your keyword and specific search phrases that include your keyword.
The advantages of using match types in combination include:
Best practices for using match types in combination include:
Keyword research is also important in match type selection. By performing keyword research, you can identify the keywords that are most relevant to your business and use them to create effective match types. You can use tools such as Google Keyword Planner or SEMrush to perform keyword research and identify keywords with high search volumes and low competition.
To use keyword research to inform match type selection, you should focus on creating a list of relevant and high-performing keywords. You can then use this list to create a combination of match types that balance relevance and reach.
Keyword research improves campaign performance by helping you identify the most relevant and effective keywords to target. By using these keywords in your match types, you can increase the relevance of your ads, leading to higher click-through rates and better conversion rates.
Ad copy and landing page optimization play a crucial role in the success of online advertising campaigns, especially when it comes to match-type performance. Optimizing ad copy and landing pages for specific match types can help you create a more targeted and relevant user experience, leading to higher click-through rates and better conversion rates.
To optimize ad copy for specific match types, you should focus on using the exact or phrase match keyword in your headlines and ad copy. This helps to ensure that your ads are relevant to the user's search query and can increase the likelihood of them clicking on your ad. You can also use ad extensions, such as site links or callouts, to provide more information and increase the relevance of your ads.
To optimize landing pages for specific match types, you should focus on creating landing pages that are relevant to the user's search query and the keyword they used to find your ad. This can include using the keyword in the headline, copy, and meta tags, as well as providing relevant content and a clear call to action.
Here are some examples of ad copy and landing page optimization for different match types:
Best practices for ad copy and landing page optimization include:
Using advanced techniques for match types can greatly improve the performance of your online advertising campaigns. By utilizing negative keywords, using match types in combination, conducting keyword research, and optimizing ad copy and landing pages, you can create a more targeted and relevant user experience, leading to higher click-through and conversion rates.
At Soone Agency, we understand the importance of match types in online advertising and offer a keyword match type tool to help you optimize your campaigns. Our tool provides valuable insights and data to help you make informed decisions about your match types and improve the overall performance of your campaigns.