The 3 different ways of using keywords in your Adwords campaign
You can improve the efficiency of your Adwords campaign by using the different ways of typing in keywords in the campaign – see the illustration.
The first way of typing in your keyword, which you probably already do is the standard way of setting up your campaign. You basically just typed in the keyword, but didn’t do anything apart from that. This is called broad match. In this case your ad will show, any time the keyword is in the search phrase of a user (in your chosen market).
The second version is typing in the keywords “like this”. This is called phrase match. In this case, it means that your ad would appear everytime the words “like this” is included in a users search in exactly that order.
The third and most powerful way of using this keywords tool from Google is [exact match]. This way your ad will ONLY show when those exact keywords are in the users search and NOTHING else – so it would not show in a search like “what is exact match?” but only in “exact match”. Get it?
The reason why this has tremendous value for you in optimizing your Adwords campaign, is the fact that these searches have different values to you as a marketeer. Without doubt conversion is bound to differ on these different ways of searching for your product/service. Even with the slightest difference in conversion it has value for you, to differentiate your bid on these different searches.
To illustrate the importance of this one example is the Adwords campaign for the danish online pet store Elskerdyr.dk. On a important word like hundeartikler, which means dog articles in Danish the broad match has NEVER given a single sale, while the exact match has given dramatic sales. This means that costs can be saved DRAMATICALLY on those 2 thirds of all “hundeartikler searches” as they are on broad match and very little valuable. In other words the company can both save costs at the same time as they increase their investment and position when people ONLY search for exactly hundeartikler.
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