{"id":92,"date":"2014-03-27T14:57:01","date_gmt":"2014-03-27T20:57:01","guid":{"rendered":"https:\/\/www.ometrics.com\/resources\/?p=92"},"modified":"2019-06-06T02:03:25","modified_gmt":"2019-06-06T08:03:25","slug":"google-adwords-exact-phrase-broad-match-what-is-best-for-lead-generation","status":"publish","type":"post","link":"https:\/\/www.ometrics.com\/blog\/google-adwords-exact-phrase-broad-match-what-is-best-for-lead-generation\/","title":{"rendered":"Which Exact, Phrase, Broad Match Is Best For Lead Generation"},"content":{"rendered":"

\"Google<\/a>Google Adwords allows you to present your ad with keywords that are searched exactly, broadly or by phrase. However, some of the match options do not work well for lead generation.<\/p>\n


\nHere are Google\u2019s examples of different match types:<\/p>\n

Exact<\/a>\u00a0using […]<\/strong><\/p>\n\n\n\n\n\n
Exact match keywords:<\/ins><\/strong><\/td>\nAds may show on searches for:<\/ins><\/strong><\/td>\nAds won’t show on searches for:<\/ins><\/strong><\/td>\n<\/tr>\n
[tennis shoes]<\/td>\ntennis shoes<\/td>\nred tennis shoes<\/td>\n<\/tr>\n
<\/td>\n<\/td>\nbuy tennis shoes<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

Broad<\/a><\/strong><\/p>\n\n\n\n\n
Broad match keyword:<\/b><\/td>\nAds may show on searches for:<\/b><\/td>\n<\/tr>\n
low-carb diet plan<\/td>\ncarb-free foods
\nlow-carb diets
\nlow-calorie recipes
\nMediterranean diet plans
\nlow-carbohydrate dietary program<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

Broad match modifier<\/a>\u00a0using +…<\/strong><\/p>\n\n\n\n\n
Broad match with a modifier:<\/ins><\/b><\/td>\nAds may show on searches for:<\/b><\/td>\n<\/tr>\n
blue +suede +shoes<\/td>\n\u201cblue suede shoes\u201d
\n\u201csuede blue shoes\u201d
\n\u201csuede shoes blue\u201d<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

Phrase<\/a>\u00a0using “…”<\/strong><\/p>\n\n\n\n\n
Phrase match keyword:<\/b><\/td>\nAds may show on searches for:<\/b><\/td>\nAds won’t show on searches for:<\/b><\/td>\n<\/tr>\n
“tennis shoes”<\/td>\nred leather tennis shoes
\nbuy tennis shoes on sale
\nred tennis shoes<\/td>\n		shoes for tennis
\ntennis sneakers laces<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

 <\/p>\n

The key to a high click-through rate (CTR) that will have low cost per acquisition (CPA) is to know what keyword phrases your target is going to search for, but not to have the phrases be too broad. \u201cExact\u201d works the best, but you are missing other term configurations, and you may be missing terms you do not know about. Below is the best approach to set up a campaign.<\/p>\n

Exact<\/strong> \u2013 Set terms you know will work well, and bid high.<\/p>\n

Broad<\/strong> \u2013 Test terms to figure out which ones convert \u2013 and discover new terms. Bid low, because the quality of the majority of these terms will often not be very good.<\/p>\n

Broad Match with Modifier<\/strong> \u2013 Works well with phrases and captures all search possibilities. People often enter searches in a way that they would not speak or write. Broad matches with modifiers capture these searches. Bid medium to high.<\/p>\n

Phrase<\/strong> \u2013 Phrase is a very wide net. I rarely use it for lead generation, but it does work for branding campaigns and\/ or when the terms are very specific and not used in any other industry or use case.<\/p>\n

[adrotate banner=”2″]<\/p>\n","protected":false},"excerpt":{"rendered":"

Google Adwords allows you to present your ad with keywords that are searched exactly, broadly or by phrase. However, some of the match options do not work well for lead generation.<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[16],"tags":[682423,16,20,19],"class_list":["post-92","post","type-post","status-publish","format-standard","hentry","category-lead-generation","tag-blog","tag-lead-generation","tag-ppc","tag-search-engine-marketing"],"yoast_head":"\nWhich Exact, Phrase, Broad Match Is Best For Lead Generation<\/title>\n<meta name=\"description\" content=\"Google Adwords allows you to present your ad with keywords that are searched exactly, broadly or by phrase. 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