Pay-Per-Click (PPC) advertising is an important component of digital marketing. This strategy involves placing advertisements on search engine results pages (SERPs) and paying for each click the advertisement receives. In order for these campaigns to be successful, businesses must select and use the appropriate keywords and match types.
Despite the rise of automation and artificial intelligence in online advertising, PPC keyword match types are still crucial for businesses. PPC campaign management services are still an essential resource to brands of all sizes as they have the knowledge and experience necessary to help brands apply these strategies appropriately.
What are PPC Keyword Match Types?
PPC keyword match types are used to match keywords that advertisers choose with the terms commonly utilized by search engine users. There are four types of keyword matches that businesses typically use in their campaigns to ensure PPC optimization. While these are all effective strategies, it’s important to take the time to understand each technique so that you can apply the appropriate match type to your PPC deployment.
Broad Match
This match type allows advertisers to show their ads for searches that include variants of their desired keywords. This means that synonyms, misspellings, and related search terms can all be applied in the PPC campaign. A broader match offers a wider range and reaches advertisers on the SERP front.
Modified Broad Match
This match type is a variation of the broad match strategy. It is ideal for businesses that want to maintain some level of control over their campaign. While you might be looking for a way to expand your reach, it’s important to keep a certain level of constraint in order to be consistent with your campaign.
This match type dictates that the keyword must be included in the search query. While it does offer a broader match, it reigns in the expansive options that you see with a general broad match strategy. Although it is required that the specific keyword must be used in the search query, the additional word in the search can be used in any order.
Phrase Match
This match type involves showing ads for search queries that include the exact keyword phrase or a very close variant of this specific keyword. While other words can come before or after the specific phrase, it is required that the phrase be included in the search query. The order of the additional words isn’t significant, but the phrase must be present in the search.
Exact Match
With the exact match strategy, an advertiser’s PPC ad is only shown for searches that contain the precise keyword or phrase they have listed. This is a hyper specific tactic, but it can be quite effective and it also provides a higher level of control for the advertiser.
Why PPC Keyword Match Types are Significant
By effectively applying these PPC strategies, advertisers will find it easier than ever to directly connect with their desired audience. Having this level of control over who sees your ads allows you to target potential consumers that are most likely to interact with your content. This maximizes your exposure in the most beneficial ways to your specific brand.
Here we will break down all the key benefits your company can receive by implementing PPC keyword match types into your advertising strategy. When you have a better grasp on the potential benefits of utilizing keyword match types you’re more likely to get PPC optimization right – saving your team both time and money.
Greater Control Over Campaigns
PPC keyword match types provide targeted control over who sees a business’s ads. By utilizing match types, businesses can budget and target their campaigns more efficiently and effectively than ever before. By focusing on reaching customers that are more likely to convert you can be sure that your PPC and advertising budgets are being spent wisely. You can also eliminate irrelevant traffic from your website.
Better Ad Relevance
Keywords play an essential role in determining the relevance of PPC ads to the search intent of the users. Using the appropriate match type ensures that your ad is only shown in searches related to your keywords. Eliminating your ad’s appearances in irrelevant search results will reduce the amount of irrelevant traffic on your website. This is an absolutely essential aspect of PPC optimization and it’s what brands strive for when they deploy their campaigns.
When people see ads that relate to their specific search query, they’re driven to click, act, and convert. The relevance of an advertisement contributes to its rank and score on the actual search engine. This score determines where it will appear on SERPs. When you improve your ad relevance you can more easily rank higher and see better positioning on SERPs for users.
Improved ROI
PPC keyword match types help to prevent unnecessary ad spend on clicks that do not convert. Targeting ads to highly relevant users with the help of exact match types ensures that ads are only displayed to your intended audience. This lowers the instances of irrelevant clicks and increases ad relevance.
By distributing your ad spend in ways that make sense and focusing on strategies that are guaranteed to drive conversions, you can reduce excessive spending and make it easier to boost profits. Effectively cutting costs is the initial step for improving profitability. This is especially true if your brand has invested in outside PPC campaign management services in order to optimize its advertisements.
Greater Flexibility
With the help of PPC keyword match types businesses can become more flexible in creating ad campaigns that cater to their specific needs. By selecting the appropriate match types, businesses can tailor their ad campaigns to focus on particular search queries and better match user intent. Flexibility also means being able to adapt to future trends in the market and adjusting your campaigns accordingly.
Improved User Experience
Using PPC keyword match types you can easily improve the user experience for your intended audience. When you display relevant ads to users and searchers, your target demographic will feel more inclined to interact with content that resonates with them. You want your potential customers to feel spoken to and you want to come to them in a manner that feels authentic and relatable to them.
By being visible only to users who are interested in the products and services being marketed, advertisers can also ensure that their campaigns are valuable. Not only are you offering value to your own business but also to potential customers as well. This approach can increase click-through rates and help to establish a long-term connection between a business and its customers.
Applying PPC Match Types to Your Ad Strategies
While automation and AI have certainly made significant strides in the digital marketing space, there are still foundational aspects that need to be handled with a human touch. Keyword match types are still a crucial component of PPC advertising and they play a vital role in your potential success. Having a team of PPC professionals that understand the importance of keyword match types and are aware of the plethora of benefits that these ad strategies can offer is essential to your brand.
By using the appropriate match types and strategies, you can create interactive, targeted, and effective PPC campaigns. When your business can develop an ad campaign that is relevant to searchers you will see undeniable spikes in click-through rates while also driving conversions and sales. Better engagement and higher conversions are the keys to boosting ROI for your brand. Therefore, it’s endlessly important that your business pays attention to your PPC keyword match types when planning and executing campaigns, this way you can be sure you’re utilizing the right tools and techniques.
