Starting Your First Campaign (2019 Google Ads Part 1)
If you’re unfamiliar with what Google Ads are and how they can help your business, I encourage you to check out https://www.eagleyemedia.com/blog/what-are-google-ads for a comprehensive explanation.
Starting off your first campaign can seem like a daunting process. Let’s use the example of a dentistry business that is attempting to set up their online Google Ads campaigns. We have broken the process down into three simple categories: Keyword Research, Data Collection and Optimization.
Using a keyword research tool such as Google’s built in Keyword Planner, identify the potential keywords that someone searching for a dentist would use:
You can narrow down your search by selecting a location, such as a town or a city. This will show you the potential number of people you will reach with your search.
After you have identified some potential keywords, now it’s time to think about match types. A match type is the way Google uses to control which search can trigger your keywords. For simplicity, we’re going to keep it to 4 simple match types: Broad, Modified Broad, Phrase and Exact Match.
As the name suggests, the broad match type shows your ad to the broadest audience possible
Using broad keyword targeting, your ads are eligible to appear for searches that include any variation of those keywords, including misspellings, synonyms and in any order.
While this does get your website in front of the highest number of people, it also increases the chance that they are not actually interested in what you are offering.
Using Broad Match is best suited for additional keyword research and gathering your own data on negative keywords (to be discussed in a latter post
If you are bidding on “dentist near me,” broad match will trigger whenever someone searches something like “closest dentists,” “nearby dentist,” and even “orthodontist near me.”
Modified Broad Match
A modified broad match type uses the “+” modifier in front of a word to say that that keyword must be present in any search that triggers the ad, with all the other keywords that do not have that modifier being simple broad keywords
So using the modified broad match in the search “+dentist near me” ensures that searches like “orthodontist near me” do NOT trigger the ad to show.
The phrase match is very simple: your ad only appears for searches which contain your keyword in its entirety, however they also allow anything to be affixed and prefixed to it.
For example, the phrase match keyword “dentist near me” would get phrase matched to “best dentist near me” or “dentist near me new york,” but would NOT get matched to “closest dentist”
This is the simplest match type: It only triggers when someone searches for the exact keyword you are bidding on. Therefore if you are bidding on “dentist near me,” you will only match to that exact wording, with no room for variation.
After your keyword research is done, you are now ready to start your first campaign! Stay tuned for the next post to learn where to go from here.