Use negative or phrase keyword matching wherever possible

Google AdWords offers various options that allow you to specify exactly when your charity's ads are shown, reducing the CPC, increasing the click-through rate and your return on investment.

Google offers four types of keyword matching, which each have a different result for the same keywords.

  1. Broad Matching. This is the default option. For the keywords 'carer advice', the ad will show when a user searches for 'carer' and 'advice', regardless of other search terms used, or the order that the words are entered.
  2. Phrase Matching. To get phrase matching you must put your keywords in quotes i.e. "carer advice". Your ad will only show when users search for the words in that order i.e. not if the user types in 'advice carer'. Unlike Exact Matching the ad WILL show when other keywords are entered.
  3. Exact Matching. To get exact matching you need to put square brackets around your keywords i.e. [carer advice]. This is more strict than phrase matching - your ad will only show when users search on the phrase 'carer advice'. Your ad will not show if the words are entered in a different order OR if other words are included. Phrase matching is usually a better option than exact matching as it is hard to predict what words a user will type in.
  4. Negative Matching. This lets you stop your ad from showing whenever a certain word is present in the search query. To get negative matching put a dash before any keyword that you do not want your ad to be shown for. For example, you might want to write '-employment -recruitment carer advice' if your organisation does not offer advice on getting employment as a carer.

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