3 BIGGEST Adwords Newbie Mistakes - Broad Match...
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Option 1: Broad Match
This specifies the keyword in an unadorned fashion within your list like so:
What this means is that should somebody search for the keywords:
Red blue widget
Widget who searches for these things blue?
Don’t need blue widget
Then, your advert would show for all of these. This is all very well when broad match (I’ll not talk about expanded match searching for fear of confusion!) shows your advert for terms relevant to you. But…
For every term relevant to your market there could be 10, 100 or 1000 others which are not (which is why when you utilise broad matching you should use negative keywords exhaustively).
The upshot of this is two-fold:
Your advert will have more untargeted impressions which will result in a lower Click Through Rate
You will receive more ‘tyre kicking’ clicks from visitors who are not in the least bit interested in your product/service thus increasing your costs.
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