Understanding Keyword Match Types

keyword match types

In the world of pay-per-click advertising, a keyword can have different variations. For Google AdWords and Bing Ads, there are five variations, called “match types.” Each one has a specific use that can be leveraged by savvy PPC marketers to improve performance.

Broad Match

This is the default setting for new keywords in most platforms. As its name suggests, it also gives search engines the most latitude when matching your keyword(s) to a specific search query. Both the search query and the keyword can be multiple words. With broad match, your keyword can match a query with the words in any order. It can also match synonyms.

For example, if your keyword were “red shoes,” your ad could appear for multiple search queries, such as “buy red shoes,” “shoes that are red,” “ruby shoes,” and “ruby slippers” — ruby is a shade of red and slippers are a kind of shoe.

Broad match is sometimes too expansive, as in the example above. But it can be good, too. Google reports that as many as 20 percent of monthly searches are unique, meaning it’s the first time the searches have appeared. As an advertiser you don’t want to have to generate 20 percent more keywords each month and hope you guessed right. Broad match can help you catch those new queries. And if you’re interested in a little more control, consider the next match type: modified broad match.

Modified Broad Match

To modify your broad match keywords you simply add the “+” sign in front one or more words. So “red shoes” becomes “+red +shoes.” The benefit is that the modifier tells the search engine your ad should only be eligible if the word marked with a “+” is present.

So now our keyword “+red +shoes” would be eligible for searches like “buy red shoes” and “shoes that are red.” But it would not be eligible for searches like “ruby slippers” or “magenta shoes” or “red Nikes.”

Brad Geddes, a well-known AdWords practitioner, recently said that modified broad match was something that most PPC marketers seem to miss or not know about. But I nearly always recommend using this match type instead of broad match. The only exceptions would be where volume is the main objective. Then you would use many negative keywords, which I’ll address below.

Phrase Match

If the order of keywords in a search query is important for intent, then consider phrase match. For example, if you advertise on “California hotels,” you don’t want to show up for searches on “hotel California.” Phrase match also allows your ad to show when someone adds words before or after, like “best California hotels” or “California hotels near Disneyland.”

To use phrase match, put quotes around your keyword when uploading it into the interface. Note that while I used quotes for broad match above to ensure clarity for this article, use those in the ad interface only when you want to indicate a phrase match.

Exact Match

I’m a control freak about my keywords and campaigns. If you want to indicate to the search engine exactly which words must be present, the exact order they should be in, and that you don’t want to show if the searcher adds something before or after, then exact match is what you want. It is by far the most restrictive match type and will lead to the fewest impressions. However, since your keyword matches the search query exactly — and hopefully matches your ads and landing pages — you would expect to see better performance.

Here is what the four match types look like.

Of the four match types, “broad” is the most expansive and “exact” the least.Source: WebRanking.com.

In September 2014, AdWords introduced close keyword variations, which some have called “exact-ish” match. Here is the explanation from Google.

We’ll show your ads for close variations of your phrase and exact match keywords to maximize your potential to show your ads on relevant searches. Close variations include misspellings, singular and plural forms, acronyms, stems (such as floor and flooring), abbreviations, and accents. So there’s no need to separately add close variations as keywords.

So even if you are using phrase match and exact match, Google is still taking liberty as to when it shows your ads. This brings me to our last keyword type: negative keywords.

Negative Keywords

Negative keywords are phrase and exact match keywords in reverse. With negative keywords, you instruct the search engines what you don’t want to show up. For example, a shoe advertiser using “red shoes” as the keyword could add a negative keyword for “ruby” or “slippers” to keep from showing on “ruby slippers.” She might also want to include “loafers,” “sandals,” “flip flops,” or any other type of shoe that doesn’t match her inventory.

Similarly, a hotel advertiser using “California hotel” as the keyword may want to include negatives like “eagles,” “lyrics,” or “song.” Negative keywords give you additional control to ensure you aren’t spending money on clicks from queries that are irrelevant.

To be sure, keyword research is critical. But making sure you use the correct match types can have as major impact, too, on your final results.

 

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How to Reach Local Customers Using Facebook Awareness Ads

How to Reach Nearby Customers with Facebook Local Awareness Ads

To provide more ad options to local businesses, Facebook has recently introduced new ad formats, including carousel, video, store locator functionality for its Local Awareness ads.

What is a Local Awareness Ad?

Facebook Local Awareness ads were first introduced in October 2014 and allow businesses to reach people when they’re a few miles away or within walking distance of a business’s physical location. Ads are created just like any other ad on Facebook (choose a budget, photo, and engaging message) with the addition of choosing a mile radius you would like for the ad to show in. Local ads will only show to customers who are visiting your target radius and who have local services turned on. The ad will display your image, video, or carousel with a call-to-action to learn more, get directions, or call. It’s a cost-effective way for local businesses to  generate more awareness and bring new customers to their storefront.

 

Why Your Local Business Should be on Facebook?

Not only are Local Awareness ads hyper-local ads to target those physically near your business,  the social media giant recently introduced two new features aimed at local businesses back in Nov 2015 to help them better understand their foot traffic in the area and how they respond to these types of ads.

 

Page Insights 

Facebook’s Page Insights help businesses understand what groups of people are interacting with their business. This is a tool that is highly recommended not just for local businesses, but for every type of business wanting to learn more about their target audience and gain insight on new trends.

According to Facebook, retailers can view how many anonymous users are within 150 feet, 450 feet, and 1,500 feet of their stores. What’s more, retailers can see an aggregate of demographics, such as age and gender, for people nearby, including those who are residents or those visiting the area.

Facebook hopes that by understanding the local neighborhood, businesses will have a better idea of who they are targeting and whether or not their ad is reaching them. Advertisers will have the opportunity to see what percentage of people who view their ad, helping them better understand their ad reach.

 

Multi-Location 

Perhaps the best part of these Local Awareness ads is the second feature Facebook introduced – the ability to create Local Awareness ads for multiple store locations all at once. Facebook believes that this will simplify targeting, allowing businesses to select which store fronts they would like to include. Customers nearest to the storefront will be able to see that particular store’s address, along with a call-to-action button for directions and phone number.

With these two features, Facebook is allowing local businesses to better understand their foot traffic around their store(s) and allow them the ability to see how effective their ad campaigns to that foot traffic.

 

Local Awareness Ad Options

• You have quite a few options when designing a local awareness ad.
• Choose to use a single image, multiple images (in a carousel format), or video.
• Select the destination of the ad, whether it’s your Facebook page or a page on your website.
• Add a call-to-action button for customers to access maps/directions, send a message or call.
• Specify a target audience based on the where the user is physically present. This allows you to target not only the local residents but tourists as well.

 

Local Awareness Ad Data

While many local businesses owners and marketers will Facebook Insights incredibly useful, especially for their location-based Facebook ad campaigns, Gannet G/O Digital released a survey that found that 60% of users viewed the local business’s Facebook Page prior to visiting the physical location. Looking at Facebook reviews was also part of their process. A key takeaway for marketers is to make sure that their Facebook Page is fully optimized with information customers need to learn more about your business.

Another research study found that out of the 32% of customers visiting a store or making a purchase after viewing a location-based ad, 19% of those purchases were unplanned. This proves that local awareness ads are an ideal ad solution for marketers, especially retailers looking to attract customers during promotions, discount periods, or for finishing out quarterly or annual sales earnings.

Finally, Local Awareness ads are cost effective. No other type of marketing initiative gives you advanced targeting options in your area while allowing you to spend less money. This means local businesses can advertise more often and more effectively. We set up an ad in Oct 2015 for one of our clients, a pool service and retail company in the Dallas area. Over the course of 2 weeks, the ad campaign reached over 62,000 people at a CPM (cost per impression) of $0.01.

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What is Pay Per Call? How Can I use it?

Pay Per Call is lead generating marketing where advertisers pay publishers for qualified leads. The publishers host ads with unique phone numbers that track the performance of the ad and partnership. With an unlimited number of potential publishers, both advertisers and affiliate publishers can benefit from this type of performance marketing.

The purpose of Pay Per Call is for publishers to drive customer calls to advertisers. Customers who respond to Pay Per Call ads and call the unique numbers are of high value to advertisers, since they are genuinely interested, potential customers. Each advertiser will specify the minimum length of time that makes the call a qualified lead, and each qualified lead yields an agreed-upon payment amount to the publisher. Advertisers grow their leads, while publishers get paid for sharing relevant partner ads with their audience.

Call Tracking

Pay Per Call uses both unique and dynamic source tracking numbers. Unique tracking numbers are the phone numbers that are specially created for that specific business. It gives us the ability to show advertiser and publisher partners clear tracking reports of how an ad is performing. The generated calls from different unique numbers allows for better analytics and improvements to different campaigns. For online Pay Per Call ads, unique code is attached to websites to track calls from online sources, as well as to provide insight into data such as keyword search leading to the online point of connection.

Online and Offline Channels

Pay Per Call opens up many channels for advertisers. Depending on the service or product that the advertiser is promoting, I personally like to consider a variety of different online and offline options that would work best. This can include print advertising, paid mobile ads, radio commercials, paid search, and email campaigns, to name a few. The diversity of available channels means advertisers can test and compare the effectiveness of time of day, geographical location, and many other factors to see which sources their leads are responding to the most.

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Online Marketing For Your Business

 

Whether you are all on your own or you own a big internet business, you will need to find the best online marketing strategy for your business. There are various elements to putting together and effective marketing plan. If you can do it yourself, great, but if you think you need some help hire a company to do the work for you.

There are a lot of issues you need to keep track of in order to have your online business be profitable. Things like creating an effective marketing funnel and choosing the right product or service to sell.

But the one biggest thing you have to do to have a successful online business is to use multiple sources of traffic generation to drive traffic to your website. This traffic will be your customers. No business, online or off, can survive if they don’t have plenty of customers.

One of the first things you need to learn is that when it comes to traffic online you will need quantity and quality. For these purposes, quality means finding people who love the product or service that you are selling and who are actually willing to spend money on it.

If you can get enough qualified people to your website it is like shooting fish in a barrel. Putting your offer in front of those people who are looking for your offer is about as easy as it gets.

But how do you get the traffic to your site? With hundreds of various options to use to get traffic which one do you choose to do? For most people starting with some free online traffic generating methods is the best way to go.

Simple things like search engine optimization and article marketing are great ways to get started. They are easy to learn, don’t take a lot of time to do and they are free.

As your business progresses it’s pretty common to add other forms of traffic generation, some paid and some free. At this point you may also decide that your time is better served elsewhere so you might want to hire a company or individual to do it for you.

It’s generally a good idea to have between 3 to 5 different methods that you use to generate traffic. The whole don’t put all your eggs in one basket thing. The only problem with this method, especially if you have several sites online that you are promoting, is that keeping tabs on all your promotions can get pretty overwhelming.

That is why hiring a company to take care of the day to day activities associated with it can make your life much easier. True, you will have to pay them and that will cut into your profit margin, but your time is worth something too and the overall cost shouldn’t be that much.

So, to sum up: your biggest job online is to get quality traffic to your website so you can make sales. Doing much of the work yourself when you first start to save money then hiring a company to handle your online marketing strategy once you are profitable is an excellent game plan to follow.

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How to Get Traffic to Your Landing Pages

How To Get Traffic To Your Squeeze Pages

Getting traffic to your squeeze pages is important to building your subscriber list as well as generating sales. Recently the squeeze page has become perhaps the one most important aspect of internet marketing. It is important to entice the user to enter their email address and join your mailing list.

There are several other things you can do to increase traffic. Below are the most commonly used and how to use them to be most effective in directing traffic to your squeeze page’s.

Email Marketing

The simplest way to do email marketing is to just write up a promotional email for your product’s and send it to everyone on your mailing list. But if you don’t have a very big list and mostly everyone on it has already purchased your product’s this is not very effective.

Ad Swapping

Ad swapping is another way to build your traffic. Ad swaps can greatly increase you list size in just a short time. Many internet marketing experts recommend ad swaps as a proven method to make your mailing list grow. There are dozens of ad swap sites and after some review it was found that Safe-Swaps.com is one of the most effective out there. Click here to join Safe Swaps

Safelist Advertising

A safelist is a mailing list where all members can mail to each other. These emails are not spam because every member has opted in and confirmed their email address. A safelist can be used to advertise websites, business opportunities and so forth. Safelists are one of the  most effective forms of low cost email advertising.

Warrior Forum

This is the place where all the internet marketers go to share and sell their products, most of which are tools to help you increase your email lists and productivity to increase your profits on your website. There are dozens of special offers at discounted prices designed to drive traffic to your squeeze pages and opt-ins. This is a great resource to fine-tune your

PLR (Private Label Rights): Private label rights is an idea used in Internet Marketing and comes from private labeling. It’s a license where the author’s sell most or all of the intellectual property rights to their work. The license is defined by the author of the work and has no legal definition.

One of the most effective ways to increase opt-ins on your squeeze page is to offer the user something for free if they join your list. There are readily available articles and/or software that can be offered by you as an enticement. This is all usable information and software with actual value. There are many places to find PLR items to use as your enticements. Download PLR Products is an excellent source for PLR content to provide to your contacts/customers. JoinDownloadPLRProducts.com

If you have a website that is not producing as you want it to you need to employ some or all of the above methods to drive traffic to you site. There is nothing more important than a constant traffic flow to increase contacts and sales. You need to do something to increase you internet presence and the way to do it is with squeeze traffic. With the right combination of marketing tools you can greatly increase your traffic and income.

EliteGroupRevolution.com is a great solution to making money on the internet. It resolves many long-standing problems with other marketing packages and makes things even easier by using PayPal as you online payment instrument.

Many other such packages that guarantee online income don’t address all the factors and fall short of fulfilling their promises. Elite Group Revolution

was created by an online marketing professional who has spent years fine tuning this package to optimize all the variables to insure maximum income for your money.

This package covers everything and it is all done for you. If you want to become a successful internet marketer this is what you need to do it.

You get 20 opt-in pages optimized to improve the percentage of visitors who become sales leads and customers.

You get 40 sales pages promoting products where you earn 100% of the commission or you can set up pages with your own products. The best may be a combination of both. Theses commissions are paid directly to you through your PayPal account.

You get 20 follow-up letters for each campaign! This maximizes your profits with a proven back-end funnel that will triple your income and value per lead.

You get a tracking system the shows you the number of clicks and sales for your pages.

You get training videos to show you how to enter the needed information for your auto responder, how to schedules emails and how to track links. Theses videos are all 100% newbie friendly.

You get advanced Affiliate and list building the increase both recurring and instant cash.