Google Ads (formerly Google Adwords) can be a tough place to navigate. How to use it, especially if you have been using Facebook Ads is very different. The audience is different as well. You have to keep in mind what you're doing when you're looking at Google vs Facebook. Facebook is an audience of Interest where is Google is an audience supposed search. You must get in the mindset of what people are searching for rather than what they're interested in to be successful on a Google Ads campaign.
That being said, you must have appropriate keywords to drive traffic to the page of your choosing. You must understand what they are searching for and what keywords you want to include in that search. He words are critical to being successful on Google ads and the wrong combination can send turbo traffic or non interested traffic to your site wasting time and money.
There there are three different types of keyword refinement in Google ads.
1. Broad Match
2. Exact Match
3. Phrase Match
Each of these have the important rules in Google Keyword searching, but each one has a very different use. Let's dive below to dig into these a little bit more.
This is just as it sounds, a broad match. This means that you enter the keyword into the keyword planner and any search query that has that word, or phrase in it, could be a potential one to show. This could be useful for generic search terms (i.e Pest Control) but not great for someone looking for your business (Dead Bug Guys LLC). Broad match is a great way to get folks looking for a service to find your business in a very general sense. To do a broad match, you literally just type the word into the keyword box and use it.
Again, this is just as it sounds. Exact match is perfect for targeting people searching for your exact business name. When doing keywords, to enable exact match you must use brackets [ ] around the word. This means that your ad will only show to those who have searched using the exact term in the brackets (it won't show for the words that are rearranged or misspelled either!). Very good at laser pin pointing a user out, but not good to get a broad exposure from your ads. So, if you're in pest control and want to really stand out to someone who is searching for your business name you could use [Dead Bug Guys] as a keyword- this will ensure that your ad will definitely be seen (if you have paid enough) to folks searching for that term exactly. This is also a valuable tool to use when targeting by location. I know that when I am looking for services I always Google the Service I am looking for as well as the location. You can take advantage of that with exact match and use [pest control city state] - then, your ad will be shown to those looking for such a service.
**PRO TIP: I would use an exact match with a city and state location for each of your main services offered.
This is more control than broad, but less than exact match, which can be good or bad. When you enter a phrase match, you are telling google the search must include the phrase, but you are ok to have words before or after. You use a phrase match by using quotes around the work. So, "Dead Bug Guys".
This will show for a search for Dead Bug Guys, but also if they typed in 'Dead Bug Guys near me' or Dead Bug Guys Phone Number.
In this option, the phrase must be included but other words can be present, unlike exact match which must have only the exact words in it.
** PRO TIP: I'd also include a phrase match keywords for your ad with each of the services you offer as most people search for services, not exact names.
BONUS: Modified Broad Match
This is a fun option to use at times. This uses the Broad Match search, but lets you place a + in front of words that you really want included.
So, for the pest control option, if you used a keyword of pest control, but want to make sure you are targeting folks looking for ant extermination, you could use +ant pest control. This means you will be shown to folks who are searching for pest control, but their search MUST include the word ant.
It is a nice way to dial in a more targeted search but not as specific like in exact match.
Above are the different keyword options we discussed in the keyword planning tool in Google Ads. This is just a rough overview, but I hope that it got your brain spinning a little and starting to think of what types of searches could result in the best outcome for your business!
If you're interested in learning more, I would highly recommend Perry Marshall's Book on the topic- you can get it here:
Eric is a Physical Therapist who owns his own clinic in Chandler AZ. He is the author of Breathe Better, a father to 3 awesome kids, and a husband to Ashley who is also a physical therapist.