WHICH MATCH TYPE IS BEST?

 Now that you know the three match types, how should you use them within your  Ad words account?

     First, you should know you can use all three match types for the same keyword within the same  Adwords  account. You could have the same keyword exact, phrase, and broad matched within the same ad  group.
      Second, when  determining which match types to use, there are two major considerations: budget and reach.
       If you are starting with a small budget and only want to increase your budget as you find profitable keywords, you will want to start with mostly exact match keywords. Once you find keywords that are meeting your business goals, then you can add the phrase matched and eventually broad matched versions of those keywords.
         If you are starting with a large budget and are willing to throw everything at the wall to see what converts, you will want to start with all three match types.
         If you have multiple  match types, you want to make sure that you have exact match bid the highest, phrase match a little lower, and finally broad match at the lowest bid.
         The reason why you want to set bids will become very apparent in. when we discuss quality score. Essentially, if all three keywords can be triggered in a search result, Google will show the one with the highest
   ad rank. Ad rank is a number derived from multiplying your quality score by your maximum CPC(cost per click).By exact match than the phrase or broad matched keyword.
  

DISCERNING KEYWORD MATCH TYPES

   AD words gives an advertiser a significant  amount of control in determining when an ad will be shown. We will continue to discuss many of these additional options in later. However, if you do not match your keywords appropriately, these additional controls will only have marginal increase in producing high quality traffic.
        There are three different match types that adwords use to determine  if your ad should be displayed based upon the user's search query: broad, phrase, and exact match

BROAD MATCH
                   A word is considered broad matched when you enter a keyword into an ad group with no formatting around the word
                             Broad matched keywords can trigger your ad to show if the searcher uses a query that is related to your keywords. Broad matched keywords match to misspellings, plurals, and even similar words.
     For example, if you had the broad matched keyword "coffee cups," you could match to "coffee cup" (singular), "cofee cup" (misspelling), or "coffee mug" (similar word).
           In addition, the order of the words does not matter. To continue our example, if you used the broad match "coffee cups," you could match to "cups coffee"or "mug coffee."
         Lastly, you can be matched if the search query contains similar words to your keyword with additional parameters. For example, if your keyword was " coffee cups," you could match to "coffee red mug", "blue mugs coffee," or "coffee cup holder."
           If you only sold coffee mugs, being matched to a keyword such as " coffee cup holder" is probably not a good match.

PHRASE MATCH:
             
               A keyword is considered  phrase matched when you enter the word in an ad group within quotation marks as seen
            In order for you phrase matched keyword to display your ad, the search query must contain your keyword in the same order you typed it into your ad group.
for example, if your keyword was "coffee cups," your keyword would match to phrases such as:
        Coffee cups
           Blue coffee cups
           coffee cups blue
         red coffee cups for traveling

In each of the above instances, there could be words before, after, or before and after your keyword phrase. It could also be the keyword phrase itself. However, you had the keyword "coffee cups," the following searches would not trigger your ad:
     Coffee cup(singular)
      cofee cups(misspelling)
    cups coffee(different word order)
  your ad would not trigger if someone entered a word between your keywords. In the "coffee cups" example, if someone searched for "coffee blue cups," your ad would not show as the search query did not contain your phrase exactly

EXACT MATCH
          exact match is the most specific matching options that adwords offers. First, you must enter the keywords into your ad group within brackets, as shown
 
 Exact match works just how it sounds: a user must type into the search box a query that is identical to a keywords do not match to misspellings, smilar keywords, plurals, or singular forms of the words.
 If you have the exact match keyword "[coffee cups]", your ad would not be shown if someone types in "coffee cup" (singular), "cofee cups" (misspelling), "blue cups" (additional word), "coffee mugs" (similar word), or nay other possible variation.
       The biggest advantage of exact match is that you know exactly what someone is typing into the search box. You can examine your ad copy, landing page, and keyword to ensure that a perfectly formed synergistic chain has been established that will maximize your conversion rate.

        

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An introduction to adwords

USING LONG TAIL KEYWORDS

 The long tail is a term first coined by Chris Anderson in an article in Wired Magazine to describe how niche markets can sell a large number of infrequently sold items that together create more total sales than the top-selling product lists.
      For example , before the days of the internet, bookstores had to keep physical inventory in their stores. There is a finite number of books in each category were most prominently featured. A book had to constantly sell to continue to maintain space on the shelves; otherwise, it was regulated to the discount bin to make space for a book that was selling. while some of these books might have sold a few copies each month, it was not worth the shelf space of these to try and keep them in stock.
     Then came Amazon.com, which had no physical storage limit for its products. Suddenly, a book that only sold one copy a month, or only  a hundred copies a year, could still be profitable for amazon. when you combine the millions of books that only sell a few copies, total sales can be equal to or even exceed the top best selling books.
           You can repeat the same logic for any niche-based business, such as Netflix. Netflix carries thousands of copies of the most rented titles.  However, the Power of Netflix comes from their ability to carry even a few copies of each low-demand title. It is a powerful value proposition to the Netflix customer that even these niche movies can be rented. The total rentals of the top hundred movies.
     This same logic can be applied to keywords. single word keyword searches make up roughly 20 percent of the search volume in the United States. However, search queries that are five or more words in length make up nearly 20 percent of the search volume as well
            There are two main ways that marketers use the phrase "long tail Keyword" when discussing keywords:

 There are two main ways that marketers use the phrase "Long Tail Keyword" when discussing Keywords:
 
The first refers to keyword searches that are three or more words in length. Essentially, someone typing in three or more words in length.
 Essentially , someone typing in three or more words in  a search box is being specific in defining the information they are wishing to discover

The second refers to low search volume. Instead of focusing on how many words are in the search query, these marketers consider long tail keywords to have low search volume. In this instance, even a one-word keyword with low search volume would be a long tail word

 Each year, the number of words used in search queries grows.As the general search population starts to search with more words, the popularity of two and three keyword phrases will grow as well.

    Therefore, when considering the long tail,keywords, I favor applying it toward search volume. The principle of the long tail is to aggregate infrequent data points. In searches  this would be keywords with low search volume

Creating Keyword Lists

  Most words in the English language can be categorized as a noun, adverb , adjective, preposition, Pronoun, or verb.The same can be said for products.Most products can be described by Product types, product attributes, adjectives, and so on. By Breaking down your Products or services into their base elements and then recombining these words, you can easily create huge keywords lists

  The minimum number of ad groups should be seven, one for each product type. You could easily have a few hundred ad groups from this information.
   For example , at the most  granular level, each keyword generated this could instead be an ad group. To fill in the keywords within the ad group, you could use plurals, misspellings, and  similar words such as "t-shirt," and "tee shirt."

       Creating keyword lists to generate thousands of keywords is useful. However, if done improperly, you could quickly end up with more keywords than you know how to organize, let alone manage. you can use the exact same techniques of creating lists to first diagram your ad groups, and then you can create lists within each ad group to generate the final keywords used within your account.
       
Using Long Tail Keywords
            The Long Tail is a tern first coined by Chris Anderson in an article in an wired magazine to describe how niche markets can sell a Large number of infrequently sold items that together create more total sales than the top- selling product lists
     For example, before the days of the Internet , bookstores had to keep physical inventory in their stores. There is a finite number of books  that can be housed and displayed upon shelves within a stored. There is a finite number of books that can be housed and displayed upon shelves within store. The top- selling books in each category were most prominently featured. A book had to constantly sell to continue to maintain space on the shelves; otherwise, it was regulated to  the discount bin to make space for a book that was selling. While some of these books might have sold a few copies each month it was not worth the self space to try and keep them in stock.
   Then came amazon.com, which had no physical storage limit for its products, suddenly, a book that only sold one copy a month, or only a hundred copies a year, could still be profitable for amazon. when you combine the millions of books that only sell a few copies, those total sales can be equal to or even exceed the top best selling books.  
        You can repeat the same logic for any niche-based business, such as Netflix. Netflix carries thousands of copies of the most rented titles. However, the power of Netflix comes from their ability to carry even a few copies of each low-demand title. It is a powerful value proposition to the Netflix customer that even these niche movies can equal to the total rentals of the top hundred movies.
       This same logic can be applied to keywords. single word keyword searches make up roughly 20 percent of the search volume in the United States. However, Search queries that are five or more words in length make up nearly 20 percent of the Search Volume as well

How many keywords should you have in your Account

  You have probably heard someone mention an Ad words account that has over a million keywords. Yet, by most estimations the English language only contains roughly one-quarter of a million words. How can an Ad words account have more than four times the number of words in the entire English language?
  The answer is simple : by creating keywords lists.
      Before creating keyword lists and generating millions of keywords, it is important to first consider what you are going to do with those keywords.

   Most companies do not need millions of keywords. There is not a magic number for how many keywords you should have in your account.The answer to " how many keywords should I have in my Account?" come back to relevancy.

   You should only have relevant keywords in your account. If  the keywords you create help a searcher find the answer to their Question, then these are good keywords. If your keywords start to become ambiguous and could have multiple meanings, you need to make a financial decision about whether it is worth it to your company to advertise on a word with marginal (or worse, negative) results.

 For example, if you were to search for "TV", what would you expect to find?

TV reviews
TV guide
TV repair
TV celebrities
Plasma TVs
     These highly unrelated terms could all be shown for  a keyword such as "TV". the keyword is not specific enough to have any definitive user intent. Here are some issues to consider:

EXAMINING YOUR KEYWORDS  If you cannot determine the user intent of a keyword, it is probably not specific enough for your account.This is a  rule of thumb, and there are definitely exceptions. IT is useful to first test out the more specific keywords, and then once you have an idea of cost per conversion and conversion rates on the more specific keywords, try out some of the more general keywords to see if they are profitable for your advertising dollars.

DETERMINING THE RIGHT NUMBER OF KEYWORDS    The next consideration in determining how many keywords you should use comes back to management time. If you have a 100,000 database reports are highly time consuming for organizing that much data and determining your profit on each keyword so that you can decide how much you would like to bid for each word. You may need a bid management system to handle that many words.

UNDERSTANDING GOOGLE AD WORDS ACCOUNT LIMITS  The  last consideration is google ad words account limits. A standard Google Ad words  account can only have 50,000 active  keywords. If you need more than 50,000 keywords, you have two options.

option 1: Larger spenders Google has an enhanced account that can hold up to 50 active campaigns and much  larger keyword list. You will have to have your Ad words rep enable this for you. If you do not spend well into five figures a month with Google , you will most likely not be able to have this feature turned on.

option 2: Linking Accounts  Google can link accounts together on the back end so they share some data and only serve one ad per search result. If you need multiple  accounts, then talk to an Ad words rep.

     If you are wondering why Google has caps on keywords, you can examine it  from their perspective. Every keyword  entered into their system has to be stored in multiple databases. Every local database is examined for keyword matches every time sometime someone conducts a search on Google . Google is trying to filter through millions of keywords to serve ads to a searcher in less than one second. The less total database space being used to house keywords, the easier it is to sort through the keywords to quickly serve results to the searcher.
        Therefore while you will learn techniques for creating millions of keywords, it is best to initially keep your list to fewer than 50,000 keywords unless you are spending ten of thousands of dollars each month with Google.

Do You know Your Keywords

   Who searches for the word "bleach"?
        IF you thought the most common searcher was a 20 to 50 years old female then you have  joined a large group of people who do not watch Japanese anime.
      The most common searcher for the word "bleach" is a male under 24 years of age show has completely changed the dynamic of that word.
      There are words whose meanings have changed, and there are other words that describe multiple items.
 A search for the word "ceramic" could be for  a $0.99 figurine or a  $ 10,000 factory part.
        A search for "buy pipe" could mean a nice meerschaum tobacco-smoking pipe or a replacement for the busted pipe in your basement.
      Sometimes relatively few  people searching on a particular keyword will actually fit  your ideal customer profile, and you may want to just avoid using that keyword  altogether. For instance, if you sold Clorox and realized that the majority of people  searching for the word "bleach" do not meet your website goals, you may wish to not advertise on that specific keyword. There are other times when the word is essential to your advertising campaign.
        There are ways to write ad copy so you can showcase whether you are selling Clorox bleach or bleach DVDs. This will help the searcher understand what products you offer. however, the first step is that you have to know it's a commonly confused word.

The best way to start understanding your words is to look at the natural search results. If you see sites or ads for seemingly unrelated industries, you should investigate further.
    Another place to find these differences is in your keyword reporting, which we will discuss in later posts. If you see words that seem highly targeted yet do not convert, it is worth your time to take a quick look and see if that word has multiple meanings.
    Another fantastic tool is Microsoft Ad center Labs. One of the various tools available attempts to predict the demographic characteristics of a keyword
        understanding when your keywords might be confused with other products or services can help you to be more specific with the words and themes you choose keep you from spending money on keywords that do not lead to sales.

Understanding Keywords

     Keywords are thoughts put into words. We search to find the answer to a question. Always remember that when you choose a keyword, you are telling a consumer that you can help them find the answer to their question.
      When doing keyword research,you should always keep the searcher in mind.  It's their thoughts put into words that you want as keywords so your ad can be shown on a search results page.
        Before we delve into the four main types of keywords, let us take a closer look at the scenario from to see how any scenario can utilize these types of words.
          Our searcher is sitting in his chicago suburban house in january watching tv on a saturday afternoon. suddenly, his spouse calls up from the basement that there is water everywhere. Upon investigation, our searcher determines that a pipe froze causing the pipe to break and flood their basement. This happens every year in chicago, what are the possible keywords?

First, Keywords or thoughts are often segmented into key areas:
Explicit
Problems
Symptoms
Product names or part numbers
We will examine each individually

Types of keywords

Explict keywords are the easiest to research. These keywords often have the highest search volume of all the keyword types.  They directly describe the product or service, and very little creativity is necessary to research these keywords. Some examples are:
 Dermotologist
computer memory

Finding keyword ideas

When conducting keyword research, you should first consider your themes instead of actual keywords.
    A theme is a collection of closely related  keywords. In Adwords accounts, thee are also known as ad groups.By first concentrating on your themes , you will build a high level list of how your products or services coordinate with the keyword types.
   Often the navigation on a website is already broken down into themes, and much of your initial work is already conducted. However, these are only the direct keywords, and you will still need to do research on the other types of keywords for those direct keywords.

If your website does not have a good navigational structure, then as we walk through the following keyword research ideas, instead of thinking in individual keywords, first take a look at the high level themes and once those are established, come back to each theme and fill in the keywords.

For example , if you were a plumber, here's a list of some of the more popular themes:
plumber
broken pipes
fix shower
kitchen remodeling
bathroom remodeling
overflowing toilet
Emergency plumbing
weekend plumbing
flooded basement

And the list goes on. you should be able to come up with more than 50 different themes for a plumber. with some work, you might even come up with a few hundres themes. while you know your business well, your potential customers- the searchers do not; your business is actually quite complex when you start researching every problem you can fix.