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If you find yourself hitting Google to find information about Adwords match types best practices then you should be calling a consultant as you may find you are spending money on clicks that are not adding value to your business.
Google Adwords Advice About Match Types and Best Practices
The importance of a planned and executed Google Adwords campaign is something that needs to be understood before you got to Google and start paying for clicks. You need a strategy for dealing with match types and getting it wrong can be very costly, the same ad copy with the same landing pages can achieve so much more when you understand the importance of the matching structure and negative keywords.
There are four types of Adwords match types, firstly Broad Match which is often the default type we find being used when we take over an existing campaign, then there are Modified Broad Match which are like Broad Match on steroids. Then there is Exact Match and Phrase Match which all serve a slightly different purpose.
What Are Broad Match Adwords Used For?
This is the most common type of Adwords match type we find when we take over the management of a Google Adwords campaign. This is because it is the default type when starting to set up your keywords.
To provide an example of broad match types, you sell computers for this example using broad match you enter the keywords “dell computer” this means that you are asking Google to show your advert to anyone searching for keywords these words and it could show your ads to people searching “dell computer spares” which might be something you want, but the chances are you are more likely to get a conversion for a computer if the person searching is not looking for spares. The very fact that they entered spares in a Google search means they are looking for spares for an existing computer with their focus on fixing this and probably not buying another.
Using broad match you will get the largest impression volume and this helps with data if you know how to use it as it will provide a large amount of search term data which can identify what keywords you need to be targeting. This will also show you how many irrelevant searches you are get matched with. It is vital to remember that a click on your advert costs you money and if you do get a conversion from this it is a total waste of money.
Then comes the bigger problem, Google is very clever and these clicks to things that do not add value are also probably going to affect the quality score which will then mean you are going to be paying more for the keywords you actually do want to achieve overall.
What Are Modified Broad Match Adwords Used For?
If you understand from the above text about broad match then using modified broad match give you more control over the search terms. Using the example of “dell computer” as a broad match type as long as someone uses “dell” and “computer” in any order within a Google search it will trigger an advert.
A modified broad match is then controlling this with a “+” symbol in front of each keyword, so it looks like “+dell +computer” and doing this will attract an array of searches but you will still be showing for irrelevant search terms.
What Are Exact Match Adwords Used For?
This is the most accurate way to achieve exactly what keyword you want. Using the example earlier “Dell computer” as a broad match, if we took this and entered it as [Dell computer] this means that people searching for “Dell Computer” is Google will get the advert and if someone searches for “Dell computer spares” they will not. The problem arises here now as if some searches “computer Dell” your advert will also not show which means you have to work harder to identify the keywords you are looking to achieve and the variations used by people searching. This is targeted so should produce conversions as a result if the landing page works well for the visitor providing the right information and at the right price.
What Are Phrase Match Adwords Used For?
Phrase match provides you with the ability to target exactly what you want in terms of keywords with other words included. If you wanted to achieve “Dell computer discounts” as Phrase Match, it can appear in something like “Black Friday Dell computer discounts”. To use phrase match you enter the keywords like this: “Dell computer”.
Which AdWords campaign type is right for me?
Which AdWords campaign type is right for me?
Keywords to the Wise – Google Best Practices
Use Broad Match in AdWords to Capture Local Searches – Google Best Practices
Use Broad Match in AdWords to Capture Local Searches - Google Best Practices
AdWords tutorial from Google - Step 1: What you need to know about online marketing
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English Google Webmaster Central office-hours hangout Streamed live on 9th March 2018
English Google Webmaster Central office-hours hangout
Aaron Alter Hi John, could you give some insight on the relevance of semantic HTML5. For example, if you have a site that uses H1 tags for all the elements in the navigation. Will this send confusing signals to Google about the main topic of the page or does the crawler understand that this is part of the
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With the growing trend of trampoline parks appearing locally to everyone, the Trampoline keywords hit our radar for monitoring and from SemRush we can see:-
Keyword Difficulty Index
trampoline park near me
trampoline park london
trampoline park birmingham
trampoline park manchester
We notice that Rush in Birmingham has already got 6600 unique search queries a month and they are relatively new so we took a look at the website to understand if they are maximising the online efforts to achieve this growth using SEO to push and promote.
The website on-page SEO looks good with the meta data:-
<title>Trampoline Park – Birmingham Trampolining – Rush UK</title>
<meta name=”description” content=”Discover Birmingham’s latest trampoline park. Ideal for children parties and trampoline activities. Visit our website and make a booking today!“/>
The page has H1 heading:-
<h1>Welcome To Rush Birmingham</h1>
So this is pretty good but missing the word Trampoline or Trampoline Park.
The H2 Headings, 4 in total:-
<h2>Ready to rush?</h2>
This doesnt have any mention of Trampoline which if possible would be advisable.
And then the H3 Headings:-
<h3>After School Meal Deal</h3>
<h3>Weekly Autism and SEN Session</h3>
<h3>The Main Court</h3>
<h3>Extreme Dodgeball Courts</h3>
<h3>Schools, University and Youth Groups</h3>
<h3>Corporate Team Building</h3>
<h3>Rush Birmingham 360 Tour</h3>
Again if no H2 reference to Trampoline it would be advisable to have a H3 reference.
Note: There is a 360 tour which is outdated and not embedded on the website which would be better to keep the visitors on the site:-
We would recommend a refresh of this for 2018 and this is service we provide for Google Maps. This will help with conversions, and if your business hasnt got a tour you should consider having one.
Trampoline Park Near Me
So with this new activity growing across the UK and looking at the website Rush with a quick on-page SEO check of the core basics.
The web hosting is on a shared platform which we would recommend this site being on a unique IP. The site is slow and this will be a contributing factor:-
The domain name has been registered until 17/01/2026 which is good as Google knows this is a serious business in this for the long game.
Using our own in-house software our checks showed for Rush:-
Google United Kingdom (Birmingham, UK)
trampoline park near me
Which means this is working for them well already.
So from an SEO consultants point of view – what should Rush do next?
They need to identify the keywords not performing and make a plan to achieve these keywords and also maintain the current ranking keywords in the top 3 positions of Google.
Monitor the current traffic to the site and look for areas of improvement. For example, a page with a high bounce rate needs the content checking.
Check the visitors can find the information they need quickly with as little amount of clicks as possible.
Look at Google Home voice search also. Check and fix any snippet data required to help Google voice search work well.
We have ran a complete audit on the website and the results show that Rush are doing a lot right for Google:-
If you want a report for your website please get in touch with us. Also, how did you end up on our webpage reading this? – The power of the Internet has lead you to our website and we can make your business website take full advantage of the Internet and Google Search.
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