Posts Tagged ‘Exact Match Keywords’
Modified Broad Match now Available in All AdWords Accounts
Google officially announced the global launch of their much awaited modified broad match modifier via their AdWords blog. They had been undergoing a test rollout both in the UK and Canada since May but July 14th marked it’s global rollout. According to Google:
The broad match modifier is a new AdWords targeting feature that lets you create keywords which have greater reach than phrase match and more control than broad match. Adding modified broad match keywords to your campaign can help you get more clicks and conversions at an attractive ROI, especially if you mainly use exact and phrase match keywords today.
How Modified Broad Match Works
If you had two keywords under normal broad match, say:
mobile phones
You would typically attract clicks from searches related to ‘mobiles phones’ that may also include variations such as synonyms and misspellings. So ‘mobile phones’ under broad match may attract keywords:
- cell phones,
- cellular phone deals
- vodafone mobile contracts
- mobile phone plans
- iphone hacks
- free mobile phones
- mobile phone contracts
- 3g mobile phones
- pink mobile phones
The trouble with broad match is that it typically can get out of control by attracting irrelevant search traffic. The only way to taper irrelevancy is to constantly build and improve an extensive list of negative keywords.
Under broad modified, you can actually ‘fix’ a single keyword as constant in a key phrase you bid for. This constant *must* be present in all searches your broad modified keyword attracts. Let me illustrate. Say you bid for the broad modified key phrase (To implement the modifier, just include a plus symbol (+) directly in front of one or more words** in a broad match keyword.):
mobile +phones
This would attract searches with the keyphrase ‘phones’ present or close variations such as misspellings, singular/plural forms, abbreviations and acronyms, and stemmings (like “drive” and “driving”) BUT not synonyms as normal broad match would return. So the above key phrase would attract searches for:
- mobile phone (singular/plural)
- mobile pohne (misspelling)
- cell phone
- cell phones
- cell phnoes (misspelling)
notice ‘phone’ is the constant.
This modified key phrase:
+mobile +phones
Would attract searches for:
- moblie phones (misspelling)
- mobiles phone (singular/plural)
- mob phones (abbreviations)
- mobile phones
- mobile phone
Again the constants here are keywords ‘mobile’ & ‘phones’ – so its offers a much wider reach than phrase match and more control than normal broad match.
It is a very interesting add-on to AdWords and is bound to improve conversion rates if implemented properly.
We have already implemented it on all our clients’ AdWords accounts and are seeing positive results already.
Watch this space….
Track Exact Match AdWords Keywords in Google Analytics and More…
Over the next couple of weeks, Google will be rolling out a new AdWord reporting section in its analytics package – Google Analytics. It’s intention is to give advertisers more insight into user actions after their AdWords ads have been clicked. In order to fully access the new AdWords reports, your AdWords and Google Analytics accounts must be linked with destination URL auto-tagging enabled in AdWords.
The new reporting feature I’m most looking forward to using is direct access to exact match keywords in Google analytics. Google currently does not share exact match keyword date on Google Analytics (requires a hack to access exact match keywords).
There are also single click common reporting queries in the overview section that automatically generates reports (see image below):
These reports are meant to answer questions marketing experts and site owners ask about:
- Site Usage
- Goal Tracking and Conversions
- AdWords Clicks
- eCommerce activity and
- Revenue metric ROI i.e. revenue per click
All this data would be available in a drill down mode familiar to AdWords users:
Campaign > AdGroups > Keywords
The new analytics reports would also be able to show data by AdWords dimensions at the campaign, adgroup or keyword level like: Match Type, Ad Content (your text ad title), Ad Distribution Network, matched search query, Placement domain, Placement URL, Ad Format, Targeting Type, Display URL, Destination URL and more (see image below):
These new insights on AdWords campaigns in Google Analytics reinforces the need for AdWords experts to have a deep understanding of Google Analytics to manage their campaigns effectively.
