After July 2021, Google treats any modified broad match keyword as identical to phrase match.
So if you have both match types in a campaign, these are duplicate keywords, which is something you want to avoid.
I would pause the modified broad version, and continue with phrase match instead.
What are examples of negative keywords
However, there may be terms you want to specifically list for in one ad group and not for another.
For example, in one ad group you may be promoting your “red running shoes” thus creating a negative keyword list for other clothing items; “jumpers” or “skirts” would be negative terms.
How do you use a broad match modifier
Broad match modifier (BMM) It works by adding a ‘+’ sign in front of words in a keyword phrase when the match type is selected as broad.
For the keyword to match, the words that have the ‘+’ sign in front of them should be present in the search query.
The order of the keywords doesn’t matter.
Should you use broad match keywords
It’s also a good idea to vary your keyword match types. Don’t use all broad match keywords, or your ad will display for too many people who aren’t interested.
Likewise, if you only use exact match, your ads might not show up often enough to get you good results.
Why is phrase match good
Phrase match gives you more control than broad match. With this keyword match type, your ads will show to users who include the exact phrases you’ve chosen as keywords in their searches.
If you include quotation marks around your keyword, Google will take that as an indication to utilize phrase matching.
Is broad match going away
In July 2021, broad match modifiers will no longer be available for use in campaigns.
Campaigns that still have broad match modifier keywords will continue to serve, just with the new behavior.
The changes seem to be a way of streamlining the keyword match types to have specific roles.
What is an example of a phrase match
Phrase Match – If you enter your keyword in quotation marks, as in “tennis shoes,” your ad would be eligible to appear when a user searches on the phrase tennis shoes, in this order, and possibly with other terms before or after the phrase.
Why is it important to use negative keywords
Negative keywords give you the opportunity to do just that, ensuring that your ads only reach the best potential audience.
Just like with the keywords you actually bid on, negative keywords can be assigned at the account, campaign, or ad group level and come in multiple flavors: broad, phrase, and exact.
Should I use broad match keywords
You don’t need to use any special symbols to set a keyword to broad match, although you do need to use symbols for other match types – more on that in a minute.
It’s a good idea to use broad match keywords when you want to reach the widest audience possible.
What is the best keyword match type
If you’re running a highly-targeted campaign that is focused on a small audience, Phrase Match is one of the best keyword match types to use.
You can create ad copy and specific offers tailored to this user group, which can help you create a more effective PPC campaign.
How do I choose negative keywords?
- Sign in to your Google Ads account
- From the page menu on the left, click Keywords
- To see search terms for all keywords, click Search terms at the top
- Check the boxes next to the search terms that you’d like to add as negative keywords, then click Add as negative keyword
What are structured snippets
Structured snippets are assets that highlight specific aspects of your products and services. Structured snippets show beneath your text ad in the form of a header (for example: “Destinations”) and list of values (for example: “Hawaii, Costa Rica, South Africa”).
This article gives an overview of structured snippets.
How do I get exact match?
- Select a blank cell next to the data, and then click Formula > Text > EXACT
- Then in the Popped out dialog, select the cells you want to find if exactly match into Text1 and Text2 text boxes
Should I use broad match or phrase match
If you want to reach a more specific audience than broad match would reach but don’t need the search term to match your keyword exactly, phrase match is an excellent in-between choice.
If you want to advertise a specific product and only reach users interested in that product, you may want to use phrase match.
How do long tail keywords work
Long-tail keywords are longer and more specific keyword phrases that visitors are more likely to use when they’re closer to a point-of-purchase or when they’re using voice search.
Most long-tail keywords have lower search volume than short or “head” keywords.
What is the difference between CPA and CPC
To calculate your CPC, take the total dollar amount you’ve spent on your ad campaign and divide it by the total number of ad clicks that were generated.
CPA is an advertising metric that measures the cost of generating a customer acquisition through your advertising campaign.
Is Cpa better than CPC
CPA is a step further from CPC because you only pay when someone takes your desired action.
If a person sees and clicks your ad, but doesn’t convert, you don’t pay.
Does order matter in phrase match
Phrase Match Your ad will only appear when a user queries your key phrase using your keywords in the exact order you enter them.
Or another way of saying, word order matters for phrase match, but you can have words before or after each phrase.
Close variants apply to phrase match type as well.
What are different types of keywords?
- Market segment keywords
- Customer-defining keywords
- Product-defining keywords
- Product keywords
- Competitor keywords
- Long-tail keywords
- Short-tail keywords
- Mid-tail keywords
How do I search for exact matches
Ten Tips for Smarter Google Searches Google might return results including the phrase, but it will also return results that include all those words—but not necessarily in that exact order.
When you want to search for an exact phrase, you should enclose the entire phrase in quotation marks.
Are more keywords better
You also need to consider the quality of the keywords with keyword advertising. Quality will always outweigh quantity.
You’re better off targeting 10 high-quality keywords in your ad than 50 low-quality keywords.
So, your “perfect” amount will fluctuate with each ad you run.
Is it better to have more or less keywords
The number of keywords that belong in an ad group is based upon how many keywords your ad copy describes.
It is better to have more specific ad copy than more general ad copy.
There is no magic number. With that huge number, you have a lot of space to add on keywords as many.
How CPA is calculated
CPA = Cost to the Advertiser / Number of Conversions. It can also be computed by dividing the cost to the advertiser by the product of the Number of impressions, Click-through-rate, and Conversion rate.
Citations
https://www.wordstream.com/blog/ws/2010/10/27/using-broad-match-modifier
https://sellersalley.com/blogs/news/3-amazon-keyword-match-types-and-the-reasons-to-use-them
https://support.google.com/google-ads/editor/answer/30553?hl=en
