PPC experts may not agree on the best strategies as well as the exact techniques which they prefer to use in order to get the best results. However digital marketers and PPC fundis all agree on one thing: choosing the correct keywords is required if you want your campaigns to be successful.
One of the reasons why search is such an efficient marketing channel is because of the level of granularity with which it is possible for you to target your audience members. However, you will only be successful in this endeavour if you fully understand the notion of intent. This is the same reason you should never make use of broad match keywords when you are putting together PPC advertising campaigns.
What are broad match keywords?
Whenever you include keywords to AdWords or Bing Ads, you establish a match type for each and every single keyword. Both platforms have four different match types. These are the following:
- Exact, as well as
- Broad match modifier.
So, for example, if you bid on the broad match term, “shoes,” Google will match your ad to anyone who is searching for anything related to shoes.
You need to keep at the top of your mind that with broad match, you’re going to get matched with search terms which the algorithms think are even sort of related to shoes. You’ll pay for those clicks, which will drive up your costs. In many cases, this can be quite significant.