Getting New and Different Keywords

This is going to be a slightly more advanced tutorial; hopefully you’ve seen the other tutorials before this one. We’re going to get a little more into your keywords and the different match types on your keywords and how to get better keywords and phrases so you can think out of the box. Thinking a little out of the box is what’s going to separate you from the other 150,000-plus advertisers that are currently doing stuff at Google right now. It’s being a little smarter or a little better than your competition is what you want to do.

What we are going to do is let’s just take any campaign here and first let’s just go over these match types here. I’m going to pretend I’m going to add a keyword here. So let’s say I’m going to do shoes. If I type this in – this is called a broad match – and that means anything that a person types in having to do with “shoes�? is going to be shown. It could be “red shoes,�? “shoes in New York,�? “horse shoes,�? almost anything. But if I want to try to narrow it a little bit, let’s take “red shoes�?, now this means that the phrase is going to have to be in that search query. So somebody is going to type in – it could be “red shoes in Amsterdam�?. As long as “red shoes�? is in there you could have any other query that you want but it’s going to have to be “red shoes�?. No, the person doesn’t have to type the quotes around it.

Now this is called phrase match. Broad match is the first one, then “phrase match,�? and the next one that we are going to do – if I can do this right here – is called exact match. What that is is if you type in with a little bracket here, if you have this, that means that the person has to type in “red shoes�? in the search engine and that’s it. There can’t be anything else. And you can actually show a different ad for each one of these; however, you want to set it up but of course this one is highly targeted, the most highly targeted because it’s the most restrictive. This one the phrase just has to be anywhere and this one, pretty much anything goes.

So there are different strategies that you want to use for these keywords and there are a lot of examples in the videos that Google already gives you. But just for brevity here if you’re going to use this, you have to watch your targeting because people will type in things that have words that you wouldn’t think of. I showed you a couple other examples when you look at HintsLink. So if you’re going to use a broad match, it can work but you’ve got to have a lot of negative keywords to try to help your targeting. And if you’re going to use this type of match here – the exact match – it sometimes is a little frustrating because you’re going to get a lot less traffic and sometimes these phrases are very expensive. This is what you’re going to use if you get a little frustrated or you get beat up on the broad match sometime and your click-thru ratio is really bad. You can just go and take all your phrases and put them to this exact match.