Google AdWords is a paid online advertising platform used to generate quality traffic and engage users with your ad. This popular digital marketing and paid marketing platform allows you to target your specific audience with text-based ads, graphic display ads, YouTube video ads and in-app mobile adds.
This form of digital marketing allows you to be seen across the web. “Why use Google AdWords” is a common keyword search, which suggests there are a lot of business owners out there who have heard about Google Ads yet are unsure of how it can work for them. You may have heard of this form of digital marketing too and this where completing a digital marketing course is certainly a good idea.
Why use Google Ads?
There are many reasons why Google Ads has fast become an effective tool for digital marketing and Google’s extremely successful pay-per-click (PPC) paid marketing can work for almost any type of business.
Google Ads also delivers measurable return on investment(ROI). Any form of marketing, whether traditional or digital marketing, requires time and money. Thousands of businesses worldwide have found that Google Ads is time and money well spent.
Keywords are king
When embarking on a paid marketing campaign using Google Ads always remember that keywords are king. This is by no means an overstatement. However, choosing the correct keywords isn’t the only decision that you’ll need to make.
Once you’ve chosen your keywords, you’ll also need to decide exactly how you want Google’s algorithms to interpret your keywords when they’re placing your digital marketing ads in user searches.
So, it’s important to understand what your keyword match types could be to make or break your digital marketing campaign.
Keywords match types described
You have the power to tell Google what you’d like to show up in your digital marketing campaign by specifying the match types of your keywords.
Google Ads currently have four keyword match types, which are:
- Broad – This is an excellent keyword match type to use if you are targeting a wide audience. But for most forms of digital marketing this isn’t the goal. Broad match keywords are the default in Google Ads, therefore will target the broadest possible audience when it comes to search queries.
- Modified broad – Using the modified broad match type is like the broad match type, however with this approach you have the opportunity to narrow your target audience to appear in the right search queries.
- Phrase–This keyword match type is again more specific. If someone uses a specific phrase at some point in their search if it is matched with your phrase, then it will show up in their search.
- Exact – For Google Ads this is the most specific type of targeting when it comes to keywords, where an exact match will show up in a particular search. Using exact match type keywords in your digital marketing is an excellent way to attract people who are using a certain keyword.
Understanding ‘negative’ match type keywords?
A digital marketing or paid marketing campaign really wants to avoid your ad not showing up on search engines. Negative keywords that may block your ad depends on the match type assigned to those keywords.
However, negative keywords give you much more control over your ad placements and they can be particularly valuable, as you understand your target audience much more than any automated algorithm ever could.
Negative keywords are able to play an important role in your digital marketing as they allow you to tell Google which keywords or phrases you don’t want your ad to display on.
The difference between ‘exact’ match and ‘partial’ match keywords
Both exact and partial keywords are often used in digital marketing campaigns and paid marketing. While one type is not better or worse than the other, it’s often a good idea to incorporate both to avoid huge AdWords costs.
Digital and paid marketing points to bear in mind when using Google Ads
- You don’t have to use the same keywords match type on every digital marketing campaign.
- Use different match type keywords for different campaigns.
- Try running several split test campaigns
- Remember you can always add negative keywords.
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