Google’s Advice on Paid Search
On Tuesday, @adwords tweeted a link to “Choosing the Right Keywords for PPC: Google Best Practices.”
— Google AdWords (@adwords) June 28, 2016
In the primer, Google advises:
Use Broad Match to Capture Long-tail Searches
Broad match is more forgiving, as syntactic keyword bids mean the words have to be exactly as they would appear in a search — spelled the same way as the bid and in the same order, if it’s more than one word. Broad matches can, for instance, be “semantic,” or based on what the user means to say: “flower arrangement,” “floral arrangement” and “arranging flowers” fall into the broad match definition. [Author’s note: Google says it also gives users options to include synonyms — “bouquet,” perhaps? — and matches that aren’t closely related. For closely related matches, see the subhead below.]
Google says this search option lets marketers come up in the results for brand-new searches. “Fifteen percent of queries each day on Google haven’t been searched before,” the post reads.
Syntactic Keyword Bids Allow Marketers to Bid on Successful Terms
Here, marketers know which keywords are successful only for them. However, marketers shouldn’t go too far into the weeds on this one, Google says. Try to use this option for only “high-value queries,” the post reads. Google wants all marketers to continue to use broad match, as well, in their campaigns.
“Look for the places in your account where there’s enough query volume to justify creating a separate syntactic match type keyword,” reads the post. “To do this, sort your search terms report based on click or conversion volume. Remember, getting specific with creatives will require you to put these keywords into a new ad group so you can tailor messaging.”
After all, Google will give marketers the following option even here, where marketers are bidding on exact words: “Close variations include misspellings, singular forms, plural forms, acronyms, stemmings (such as floor and flooring), abbreviations and accents. So there's no need to separately add close variations as keywords.”
However, this option doesn’t include synonyms.
Marketers can use “exact” keyword bids; “phrase,” where they can bid higher for “flower bouquet” than “bouquet of flowers,” because the former is a more valuable phrase (perhaps in terms of conversion); and “modified broad,” which acknowledges, for instance, that “flower bouquet” and “bouquet of flowers” perform the same for particular marketers.
Once marketers master this, they can add in “negative” keywords, Google concludes.
What do you think, marketers?
Please respond in the comments section below.