Philip Taylor’s Post

💁♂️ Understand Keyword Matching Options- Google offers several ways to match keywords. Similarly the way we use punctuations while inputting our keywords. ⌚ Keywords indicate different types of matches- 1. Broad Match 2. Broad Match Modifier 3. Phrase Match 4. Exact Match 1. Broad Match- It is the default setting for all keywords in Google ads. You don't need to use any sign of punctuation to specify that a keyword is a brand match type keyword. Synonyms, singular and plural variations of kwd can trigger your ads. 2. Broad Match Modifier- BMM is similar to BM but a little more targeted. It is specified by + sign before each kwd. Your ads will only show for searches using these words or close variations of them, like- Misspellings or Plurals. [ BMM- Targeted - + sign - close variations like MP ] 3. Phrase Match (PM) - PM is specific and Highly Targeted. Use quotation marks " " to indicate that keywords should be phrase matched (PM). In this match, ads will only appear when someone types the phrases that matches the entire keyword phrase. 4. Exact Match (EM) - It helps in getting a higher CTR. Reason is because, your ads will only appear when searches are specifically relevant to the keyword phrase. In this EM type kwd, the search must be identical to your keyword phrase, or a close variations with synonyms, or with the words in a different order. Use square brackets to [ ] for your exact match keyword. ♻️kwd- keyword, CTR- Click Through Rate #ppc #keywords #keywordmatchtype #exactmatch #broadmatch #phrasematch #broadmatchmodifier #digitalmarketing #seo #digitalmarkter #ads #ads #advertisement #digitalneel07 #googleads

🔍 Why Search Intent Should Drive Your Keyword Strategy Search intent is more than just a buzzword—it’s the foundation of a successful keyword strategy. Understanding why someone is searching and what they aim to accomplish can lead to more meaningful traffic and better conversion rates. Instead of chasing high-volume keywords, aligning your content with the intent behind the search can help meet user expectations and increase relevance. Here’s how to break it down: Informational Intent: Users are looking for knowledge or answers. Optimize for blog posts, guides, and “how-to” content. These users are early in their journey but can be nurtured toward conversion. Navigational Intent: These users know exactly where they want to go. Your goal here is brand visibility—make it easy for them to find you if they’re searching for your company or service specifically. Transactional Intent: These searchers are ready to buy. Make sure your product pages and offers are optimized for these high-intent keywords with clear CTAs. Commercial Investigation: Here, users are comparing their options before a purchase. This is where reviews, comparison posts, and product features shine, helping potential customers make a decision. Pro Tip: Categorize your keywords by intent and adapt your messaging to meet users where they are in their journey. This approach not only improves click-through rates but also enhances conversion rates. What’s been your experience with search intent? Let’s discuss! #GoogleAds #SearchIntent #KeywordStrategy #PPCOptimization

What is Exact Match Keyword in Google Ads? • Adding square brackets around a keyword makes a keyword exact match • Exact match means the users search term must contain the keyword exactly as stated within the square brackets • The keyword: roof repair is shown as exact match below: • [roof repair] Exact Match Example: If you had the exact match keyword: [roof repairs] Google could match it to the following user search terms: • roof repairs • roof repair Additional: • As you may have noticed [exact match] isn't just exact. It also includes 'close variants' • Google made this change back in 2015 so that people who extensively use exact match, don't miss out on relevant traffic • Remember this when using exact match as it no longer means the users search term needs to exactly match your keyword • However, the close variant matching isn't as open as it is with phrase match keywords • Exact match remains the most restrictive and accurate match type Exact Match Advantages: • Higher quality traffic than standard broad match and phrase match • keeps traffic highly relevant Exact Match Disadvantage: • It can limit your traffic and reduce the volume of relevant searches Tags: #googleppcads, #googlesearchads, #googleads, #digitalmarketing, #advertising, #marketing, #sem, #googledisplayads, #googlebannerads, #googleshoppingads, #videoads #googleadvertising, #localgoogleadsservice #googleadvertisingcost #advertiseongoogle #googleadskeywordplanner #googleadsspecialist #googleadsexpert #googleadsagency #googlelocalserviceads #googleadcampaignmanager #googleadshelp #googleadsforsmallbusiness #paidgoogleads #googleadwordscampaign #googlemybusinessads #googlelocalleads #localadservices #Exactmatchkeyword #cleaningbusiness #paidadsservice

What is Keyword Search Intent? #Search_intent or user intent is the type of #keyword that a user types into a search engine to achieve their specific goal or search. That is, a user uses search engine to get information or buy something. Based on the search intent, there are basically 4 types of keyword intent. They are informational, commercial, navigational and transactional. About Informational intent Keywords! #Informational_intent keywords are search terms that users enter into search engines when they are looking for information. These keywords indicate that the searcher wants to learn more about that topic. We usually use this type of keyword in website blog. Through this we get specific traffic/visitors and from here we can bring users to the landing page. Also informational keyword should be used on all pages to get #topical_authority content. About Commercial Intent! #Commercial_intent keywords are the search terms that users enter into search engines when they are researching a product or service and considering the possibility of buying it. Such keywords indicate that the searcher is on the way to making a purchase decision. Using this type of intent can increase conversion rate, help with traffic targeting and increase revenue. About Navigational Intent Keyword! #Navigational_intent keywords are the search terms that users use to find a specific website or page. This indicates that the searcher already knows the website they want to visit and is directly using the search engine to go to that website or page. So if you want to get benefits from such searchable keywords, then you must focus on your #brand awareness. Through this you will get potential & permanent traffic or customers. About Transactional Intent Keyword! #Transactional_intent keywords are search terms that users use in search engines to purchase a product or service. Such #keywords indicate that the searcher is ready to buy and wants to complete an action now, such as making a purchase or booking a service. Buy now, purchase, booking for, free delivery This type of keyword with #targeted_keyword, we can easily understood its intent. So if you want to sell your product or service, this type of call to action should be used in your content and of course in the title.

#Keywordmatchtype-Google Ads In Google Ads, keyword match types determine how closely related a search query must be to your keyword in order to trigger your ad. There are four main keyword match types: 1. Broad Match (denoted by no symbols): Searches that include any word in your keyword, in any order, will trigger your ad. Example: Keyword: buy shoes online Search query: "online shoe shopping" (broad match) 2. Phrase Match (denoted by " " ): Searches that include your keyword phrase, in the exact order, will trigger your ad. Example: Keyword: "buy shoes online" Search query: "Where to buy shoes online" (phrase match) 3. Exact Match ( denoted by [ ] ): Only searches that exactly match your keyword will trigger your ad. Example: Keyword: [buy shoes online] Search query: "buy shoes online" (exact match) There are two types of negative matches: 1. Negative Exact Match: Excludes searches that exactly match the negative keyword. Example: Negative keyword: [free shoes] Search query: "free shoes" (ad won't show) 1. Negative Phrase Match: Excludes searches that include the negative keyword phrase, in the exact order. Example: Negative keyword: "free shoes online" Search query: "where to get free shoes online" (ad won't show) Vaishnavi Anney Subhash Mangalam

Keywordless Search Ads Are Coming

What is Broad Match Keyword in Google Ads? Broad Match: • The default setting for all keywords • No special characters added to the keyword • Broad match means Google will match your keyword to any search term that they deem as relevant (even if it isn't) Broad Match Example: If you had the below broad match keyword in your campaign: Roof repairs Google could match it to the following user search terms: How to fix your roof roof service company Fix my roof Why this may not be good for your campaigns: • You can get clicks from irrelevant searches • This causes your campaigns to waste budget • It can also lower your 'quality scores' because you can't guarantee relevancy to the users search term However, Google Want's You to Try Broad Match: • Google announced that due to recent improvements in their Al, broad match should be considered with automated bidding strategies (which we'll go on to) • However, this statement should be treated with skepticism • Phrase match and exact match allow for more accurate keyword to search term matching What Should You Do? • Over time, Google has made keyword match types more open, meaning your keywords can match to more search terms • Because of the way smart bidding works, Google see broad match as a way of getting more data to optimize performance • Because Google will be relying on automation long term, you should test broad match keywords What Should You Do? (Continued) • The advantage of broad match is that it provides a higher volume of traffic to your website because there are no restrictions on search terms matching to your keywords • However as mentioned, this can negatively impact traffic quality • As a result, you need to control traffic quality through negative keywords (which block your ads from showing for specified terms Tags: #googleppcads, #googlesearchads, #googleads, #digitalmarketing, #advertising, #marketing, #sem, #googledisplayads, #googlebannerads, #googleshoppingads, #videoads #googleadvertising, #localgoogleadsservice #googleadvertisingcost #advertiseongoogle #googleadskeywordplanner #googleadsspecialist #googleadsexpert #googleadsagency #googlelocalserviceads #googleadcampaignmanager #googleadshelp #googleadsforsmallbusiness #paidgoogleads #googleadwordscampaign #googlemybusinessads #googlelocalleads #localadservices #digitalmarketing #paidadsservice #cleaningbusiness #broadmatchkeyword

How to use Search Term report like a seasoned expert🤓 Search Term report is the go-to place for most advertisers as it shows what actual queries were matched against your keywords. Here's how I do it: 1️⃣ Non-converting spenders Keywords that spend more than your CPA and never convert. Use the filter: Cost > $100 (or whatever your CPA is) Conversions < 0.01 2️⃣ Hidden budget wasters Keywords that get a few clicks with a low spend and a low CTR (2-3x below average) Use Filter: CTR <1% (ad group avg. 3%) Clicks > 0 Cost <20€ Conversions <0.01 3️⃣ High rollers Find search terms that have a CPA above your ad group average. I usually go 2x my avg. CPA, and then lower it as I filter out other keywords.   Filter: CPA > $150  Conversions > 0 4️⃣ Possible conversion drivers Search queries that convert, but the ad does not resonate with that term, meaning they have low CTR. Filter: CTR <7% Conversions > 0 Impressions >100 (optional if you get too many keywords) 5️⃣ No click keywords These keywords are hurting your avg. CTR, which affects your ad rank.  Filter: Clicks =0 6️⃣ High relevance but non-converting Look for keywords with above-average CTR. I usually go for 2-3x above average. Filter: CTR > 15% Conversions < 0.01 7️⃣ High CPCs You will have keywords with high CPCs. I look at 2-4 times the average ad group CPC. I need to understand if it makes sense to spend that much on particular search terms. Filter: CPC > 15% Conversions < 0.01 8️⃣ General negative keywords Google says that 15% of daily searches are new. This means that you might get search terms that are not relevant to your business that you haven’t thought about before. Filter: Search term = {your term} How do you work with Search term report? ------ ⭐️ Like what you see? Subscribe to my free weekly newsletter. https://lnkd.in/dvXbQkP5

If you're in PPC & Google Ads specifically, this is a really heavy article. Even from doing PPC for years, this took me 3 reads of this article to really comprehend how keyword prioritization works in today's landscape. Thanks to Ginny Marvin for putting this together. Super helpful for understanding how to prioritize your campaigns, and structure given the intermingling of Google Search and Google PMax campaigns. I can't believe I read this on a Friday afternoon.... this part was interesting to me and now makes more sense.. Some of prioritizing is not just the keyword, but... "Relevance is determined by looking at: The meaning of the search term. The meaning of all the keywords in the ad group. The landing pages within the ad group." https://lnkd.in/gaJCZ_DU #ppc #googleads

🔍 Highly Recommended Read: Does Google Search take priority over pMax? What about Exact Match vs. Broad Match KWs? A juicy article from Ginny Marvin will help you understand the prioritization dynamics taking place in each and every new auction. 👉 https://shorturl.at/uYrWO #GoogleAds #SearchMarketing #pMax #SEM #PerformanceMax #PPC #PaidSearch