Keyword Research

How do you know what users are searching? 

The Net Impact uses competitive marketing research to determine the best keywords for your pay per click management through industry research, competitor analysis, and search trends of users interested in your product or service. When choosing keywords for a PPC campaign, understanding match types is critical. Our experienced PPC team uses a combination of match types to ensure the best results. Interested in learning more about match types? Below is a description of the main keyword match types that our team utilizes to make sure your account provides optimal performance.

 

Broad Match Keywords

Broad match keywords are keywords that will trigger your ad whenever the keyword or variations of it appear in a search query. Your ad will appear if other words are included in a query, the terms are not in the same sequence, or when plurals or synonyms of the keywords are queried. For example, if your keyword is "great books," your ad could appear for the following queries:

This type of match is great for receiving a large amount of impressions and insight into the keywords users are searching for that are related to your product or service. However, your ads can appear for terms that may be unrelated to what you are promoting, so this match type needs to monitored closely and used in conjunction with negative keywords.

Phrase Match Keywords

Phrase keyword match gives the advertisers a little more control over when ads will appear compared to broad match. This keyword match type will allow your ad to appear on any query that contains your keyword or phrase in the exact sequence you specify. This allows the advertiser to make sure the ad shows up when the keyword is queried as intended; however, the ad can show up when any other words are typed in the query as well. For example, if you have the keyword “new apartments,” your ad could appear for the following queries:

This match type allows you to still capture information on what users are searching for, while showing your ad for more relevant terms. Using negative keyword is also important when using phrase match keywords.

Exact Match Keywords

Exact keyword match gives the advertiser the most control over when an ad is served. This allows your ad to only show when the exact keyword or phrase is queried. These keywords tend to have the highest click-through rate and highest conversion rate. For example: if you have the keyword "homes," your ad would only appear for the query: homes, and not for the queries:

 

Negative Match Keywords

Negative keywords are used to prevent ads from being shown when they are included in a user’s search query. For example: if you run a bookstore that does not sell used books, “used” would be an important negative keyword to include. Your ad would not appear for queries:

One of the worst mistakes you can make on your PPC campaign is to spend time, money and resources on keywords that are not relevant to your business.

The PPC experts at The Net Impact will make sure your campaigns are optimized for keywords that drive qualified traffic that results in conversions. Contact us today to learn more about how we can help with your paid search efforts.