When you use the Google Adwords key tool to select the right keywords for your business, the default search setting of the keywords is broad search. But did you know that you would be probably spending a large part of your marketing dollars for non targeted keywords even without realizing it because of the broad search type settings of the keywords.
Let’s take an example of the search phrase: “shopping deal”
1. Broad search: Your text ad in adwords will show not only for keyword “shopping deal” but also for keywords like “shopping”, “deal” , “hot shopping deal”, “shopping weekend deal” . As you can observe the targeting of keywords is very liberal and the marketing budget can be exhausted very quickly.
2. Exact search: The ad will show only and only for the keyword [shopping deal]. Though this is the exact target keyword, but it is very restrictive in nature and one would need to add too many keywords of similar nature and if one does not, then its a missed opportunity.
3. Phrase search: However if you want to be slightly liberal and target all keyphrases which has the phrase “shopping deal” then its better to opt for phrase search. So the ad will show for key phrases like “hot shopping deal”, “shopping deal Chicago”, etc. Phrase search along with the appropriate negative keywords is pretty effective.
4. Negative keywords: One should include negative keywords like free, jobs, etc. Like if you are selecting keywords related to buying of some software, then you would want -free as a negative keyword. This will ensure that any users searching for the key phrase along with the word free in it are not shown the text ad.
If you have had some other experience with the adowords keyword tool, feel free to share here.
