Can match types help focus and optimize your PPC campaign?

Pay-per click advertising (PPC) is an online advertising model which helps businesses direct traffic to their websites. The way in which a PPC campaign is structured allows the advertiser to identify the best keywords in order to optimise where and when the advert will appear. There are many ways of identifying the right keywords for your ad in order to gain the best exposure. There are many ways of optimising how your ad gets the correct exposure but today’s blog will explain the benefits of using match types to optimise the keywords and how this will drive focus to your campaign.

Match types are a tool used to either make your keyword more specific or broaden its opportunities within a search. The different match types available to use are:

  • Broad,
  • Broad match modifier,
  • Phrase
  • Exact match

(If you need a good breakdown of what each are used for then do head over to Google learning centre here)

These match types have all different uses and can really strengthen a campaign by driving your keywords in the right direction. Without knowing the purpose of each match type this could lead to your keywords appearing in a broad match that may leave your ad showing out of context with odd keywords variations and synonyms.  This will then drive unwanted traffic to the website spending unnecessary advertiser’s money.

So how exactly will using match types focus your PPC campaign? By using match types especially ‘phrase’ or ‘exact match’ it will allow the advertiser to have more control over when the advert will appear and in what search query. This is done by the advertiser deciding what keywords are most important to the business and which cannot be changed vs the keywords which have room for synonyms.

For example if the business advertising sells shoes but has a special offer on their red boots range. They could use the phrase match tool of ‘red boots’ this will then control the advert in appearing as ‘red boots’ not as yellow boots or blue boots. This allows for that keyword phrase to appear as, for example, heeled ‘red boots’ because the phrase is still in the search text.

This is used so  the advertiser can cut overall costs as well as the cost per acquisition (CPA) as the advert will not appear loosely in a search result ending up being misleading and irrelevant.

By using the two match types above you can then work out which keywords may or may not perform, this then leads you to another match type option. This option is broad match modifier, this allows the advertiser to use the keywords which are most effective for the advert and pair it with a word which allows it to have some variation. This is beneficial because it enhances the better performing keywords within the account and lets it appearance in wider search queries.

Following the example above, this company has decided that they want to expand their special offer to all red shoes they sell. Using the broad match modifier tool they can set the phrase match ‘red boots’ to ‘+red boots’.  This + symbol makes the red part of the phrase always appear and cannot be changed, whereas the boots part can be modified.

On the other hand of not being too specific the broad match type is available. This useful match type is added to generate more traffic to a website that can lead to the advert appearing in less relevant searches, this could lead to the advertiser’s budget being spent less efficiently. This is when the help of negative keywords is useful; this will then allow the advertiser to control where they do not want the advert to appear.

Using the example above; this business is a shoe boutique that is currently running their special offer on red shoes. As they are boutique shoe shop they do not sell trainers but by using the broad match type they keep appearing for red trainer searches. In this case by adding the negative keyword option of -trainers the boutique will no longer appear when people search for red trainers.

In conclusion match types can really focus your campaign and drive more quality traffic to your site. You will appear with more relevance to the customer’s search, which in turn will help to increase conversions and sales. These tools give the advertiser an insight into how much traffic will be generated depending on which keyword match type variation is used.  This insight will then allow the advertiser to allocate the monthly budget and divide it appropriately between the most successful keywords which drive conversions and create a high return of investment.

Jenny Farnfield
Jenny Farnfield graduated from Southampton Solent University with a 2:1 Degree in Advertising, and brings extensive commercial, digital and marketing acumen to the team at Digital Clarity. Jenny has been recognised by both UK Search Awards and the Ecommerce Awards. Jenny is also IDM certified, and utilises a rigorous, granular approach to digital marketing. With over 6 years’ experience, Jenny digs deep to find solutions and uses an immersive approach in her accounts, turning numbers and data into actionable solutions for her clients.