If you’ve been running a broad match Google Adwords PPC campaign for your Magento eCommerce store, you might want to go for exact matches on all your AdWords and use more long tail phrases.
Within your Google Adwords UI; If you click on the “campaigns” tab (top menu), then the “keywords” tab in the content – you can see all the broad matches that people came in on.
Single words are very difficult to convert – when I say convert I mean A SALE / A CONVERSION. The problem is that they are very broad. If you think to yourself how do you search? I know I don’t use single words as the results that come back aren’t specific / relevant enough.
e.g. If I was after a Apple product, I don’t think I would just type in Apple. As this is a specialist product, and I obviously already know the brand, either;
In both these cases I would either know exactly what I’m looking for
e.g. “Apple MacBook Pro 13 Inch” or “Apple MacBook” or “Buy Apple MacBook” – people do use the word buy quite a lot when searching for products.
… or I would be a little broader e.g. “Apple Computers” or “Apple Notebooks”.
Ideally you use all of these (and more)!
You’ll find that going for longer keywords will be cheaper, and using exact matching will convert more as the advert is more relevant – as it is exactly what the visitor has searched for. Google makes broad matching the default because it makes them more money.
More about matching options here – http://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=6100
To make keywords exact matches, just encapsulate them in square brackets i.e.
Apple MacBook Pro 13 Inch
[Apple MacBook Pro 13 Inch]
To add and update campaigns via the online tool is a nightmare – it can be very time consuming. e.g. you can copy and paste groups of keywords or entire campaigns, you can also do find and replace. Download the offline tool here:
It’s free! It is also easier to change all of your keywords to exact matches with the tool – you can do it in less then a second. Just select them all (Edit > Select all) now with the “Match type” drop down, select “Exact” – Done!
Don’t think that by creating all these key phrases your spend will go up, exact matches will have less traffic, but the traffic should be better – more relevant.
Google AdWords is all about relevance. Relevance, relevance, relevance ….
Google want’s people to find what they are looking for, it wants AdWord campaigns to work financially for business’. So it rates your campaigns. The more relevant your advert is to the landing page, the more it rates you – you will gain a better position, your key phrases will become cheaper, you will make more money.
So in a nutshell –
Don’t forget you can always pause campaigns or reduce the daily spend. Just keep an eye on things.