Most Google AdWords users have tried to cast their net wide with broad match keywords – and most have found their ads displaying for irrelevant search queries, but that is changing, according to one expert.
Melissa Mackey of Search Engine Watch said in the early days of pay per click marketing, broad match was sometimes “just too broad”, as an ad would be displayed if a search contained any of the words in a key phrase – in any order.
Google then limited it to keywords and “related” terms – although these could still be wide of the mark, wreaking “havoc” on conversion rates.
In July, however, AdWords rolled out a broad match modifier.
Using this tool, advertisers place a plus symbol in front of selected terms. Ads will only display when these words – or close variants such as plural forms and misspellings – appear in a search.
So by modifying ‘aviation’ in the term ‘aviation lawyer’, an ad will appear for ‘laws’ but aviation would not be matched to terms like ‘flying’, Ms Mackey noted.
“If you haven’t already done so, give modified broad match a try. I think you’ll like it,” she said.
News brought to you by ClickThrough – experts in SEO, Pay Per Click Services, Multilingual Search Marketing and Website Conversion Enhancement services.