New Keyword Targeting Feature – Google AdWords

Many of us know the different styles of targeting that you can implement with your Google AdWords campaign. The options that you have had so far is: broad, exact, phrase and negative. Let’s recap on what these are:

Broad match: Allows your ad to show on similar phrases and relevant variations.match type-green
Example: Red Shoes

Phrase match: Allows your ad to show for searches that match the exact phrase.
Example: “Red Shoes”

Exact match: Allows your ad to show for searches that match the exact phrase exclusively.
Example: [Red Shoes]

Negative match: Ensures your ad doesn’t show for any search that includes that term.
Example: -Red Shoes

Some of these options will allow more traffic to your ad as others will bring less traffic that is more narrowed down to the specific search.

So, what’s new? It’s called ‘broad match modifyer‘.
You can think of this new match type as being inbetween broad and phrase match. Broad can bring you very general internet traffic whereas phrase is a bit more strict. This is very helpful for you if you are used to using phrase and exact match types in your AdGroups, because this can ‘loosen’ up your ad exposure with less risk of the keywords being at a broad match level.

How does it work?
Simply put a (+) in front of one or more of the keywords. Example: Red +Shoes, +Red +Shoes
Be sure that there aren’t any spaces between the + and the keyword itself.

Each word that has the + in front of it has to be in the search query, or at least a close variation of it. The ‘variations’ include: abbreviations, acronyms, plural/singular forms, and stemmings (drive and driving). What isn’t included with the variations is words like ‘slow’ and ‘drag’. They simply aren’t close enough to be considered.

Above, I mentioned a use for this new match type if you are using primarily phrase and exact match in your campaigns, but what if you mainly use broad match types? If you change these keywords to the new match type, the only thing that you need to be aware of is that you will likely see a decline in your click and conversion count. If this is a concern to you, feel free to add broad match modifyer keywords to your AdGroups while keeping your broad match keywords active. Keep a close eye on your bids so that you can maintain your ROI goals while testing this out.

  • View is unique ~ very interesting! Thank you for sharing!

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  • Thanks for explaining this new feature for me. I've been a light user of Adwords for a while now, so I have a lot to learn!

    I always use the broad match but I can see an advantage with the broad match modifier. I look forward to try it.

    Thanks,

    Peer

  • So the same rules apply for keyword searching in the Google search and Google Adwords, the + sign means that the additional keyword needs to be there otherwise the ad won't show? Very neat, thanks.

  • good concept of broad, exact, phrase and negative phrases..

    now it give better results..

  • Star Green

    Thanks for this, John! Great review for those of us who are interested in learning more about PPC!

  • dean jackson

    Here’s a tip, especially for local businesses – it’s called day parting. As in, you schedule your ads only to appear during business hours of the day. If you follow customer trends in clicks and conversions by the hour of the day, you’ll notice the peak hours. You can bully out your competitors on bids by focusing on certain times of the day. Make sure you are constantly optimizing based on these trends. You don’t want to miss your customers, but if you’re on a tighter budget, just wait for ‘the right moment’ of the day and bust out the cannons to hit your prospects when they want you most. I have it all managed for me, so no sweat. Simon can set you up to get managed if you’re interested, just call him at 302-401-4478.

  • dean jackson

    Here’s a tip, especially for local businesses – it’s called day parting. As in, you schedule your ads only to appear during business hours of the day. If you follow customer trends in clicks and conversions by the hour of the day, you’ll notice the peak hours. You can bully out your competitors on bids by focusing on certain times of the day. Make sure you are constantly optimizing based on these trends. You don’t want to miss your customers, but if you’re on a tighter budget, just wait for ‘the right moment’ of the day and bust out the cannons to hit your prospects when they want you most. I have it all managed for me, so no sweat. Simon can set you up to get managed if you’re interested, just call him at 302-401-4478.