Tracking Consumer Touchpoints: Use the Right Keywords

Stacy Wells

As your understanding of AdWords grows you will skillfully use the right keywords.

Learning how to use the right keywords is a process. According to Main Street ROI, a company that specializes in internet marketing strategies, the first step is to adjust the Google AdWord default settings.

Use the right keywords match type

By default, Google sets your match type to broad match, but this setting could be wasting your money. When broad match is selected, your ad may be promoting your product to people that have no interest in buying.

What is broad match? And what match type should you use instead?

What is broad match?

Broad match is the default setting used by Google. If you don’t designate a different match type, your ad will appear to many more people, and often not to your target audience. Not good!

You will be paying to show your ads to anyone that uses even somewhat similar terms in their search.

For example, say you had

Philadelphia Dentist

selected as your keyword. If you do not change the match type, your ad will show to Google users that search for the best dentist in Philadelphia. It will also show for those that search for Philadelphia job opportunities for dentists, or Philadelphia dental schools.

The people using these latter search terms are likely not looking for a dentist in the Philadelphia area. Moreover, you will be wasting your budget if you paid to show them your ads.

How to use exact match

Designate exact match by putting square brackets around your selected keywords. When you use these brackets, your ad will only be shown to those that use the exact same search terms as your keyword.

Using the same example, when you use

[Philadelphia Dentist]

as your selected keyword, only those Google users that type in the exact same thing will see your ads. This match type can ensure that you are paying to show your ads to the right audience.

How to use phrase match

Define phrase match by putting quote marks around your selected keywords. The quote marks designate that only the exact same or very similar words and phrases can trigger your ad.

If your keyword is

“Philadelphia Dentist”

users might see the ad when they search for Philadelphia dentist, or best dentist Philadelphia, or Philadelphia pediatric dentist.

When you first start your Google AdWords campaign, stick to exact match and phrase match only. This will save you money as your ads will only appear to your target audience.

As you become more advanced in your understanding of AdWords, you can expand to a modified broad match. Also, try including negative keywords which can help you widen the audience that sees your ad while still limiting viewers to those actually interested in your products or services.

Measure your digital marketing ROI with call tracking. If you expect consumers to call from your AdWords, use a tracking number.