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Google AdWords Broad Match Explained

Google AdWords Broad Match Explained

07/16/2009

Ellerton Whitney is one -Per-Click Marketing Consultant Pay.

Like most junior search marketers know Google's Broad Match is quite liberal in your keywords to search queries. In fact, indicate this is the intention of the game, but sometimes it gets pretty crazy. Recently I had to get a scenario where the search queries for the keywords were mapping not seem logical. It was so something like this:

Search query car dealers sell:
Keyword 1: Car for sale
Keyword 2:00: Car for sale

Both keyword 1 and keyword 2 were on a broad consensus. Logically, you would think should display the search query to A keyword, because it has more words in common (2 of 3 instead of 1 of 3). I know a few people in the chat, and we have in so-called "match length" – Basically, a scoring system that Google to decide which of your keywords will be used "win" on the SERP auction in force. We also learned, like looking into Google on the semantics of the keywords, and how the game plays in length. By example, one would think logic would be a keyword 100 points (hypothetical) for Car, and get +100 for sale. In return, would get two keyword only 100 points because there is only one word which actually agrees. Points for other Characteristics as well (see associated with bad MS Paint illustration below)

In reality, keyword 2 got elected on keyword first This is due the unique keywords as exactly the same things were seen. This has to do with how Google's system "re-writes" keywords. Google re-wrote the word "car" to "Auto" because the intention is so similar (they call them "related words"). Google checks this rewrites internally by the click-through rates writes the new, and if the CTR is bad, it checks finally a bad re-write. Other ways, Google has returned to spelling correction, and so-called "Expanding query." Seemed so each of the keywords as if they were the same. Sun keyword 2 was by factors other than the words themselves (Geo-targeting, bid, quality factor) selected. In this case, keyword 2 was chosen because it is a higher Ad Rank (and had ad rank, the quality factor times your bid).

Some Other details, such as paid search algorithms work, to me has been disclosed. Some of them were pretty "Duh," as the fact that an exact match will always trump set and broad match and other fairly common-sense nuggets. Exact match will always win, always, regardless of ad rank, quality factor, or place a bid. So if your exact words bid on a nickel, watch out! But a keyword in the campaign, more than any other geo-targeting more "points get is in the examination to choose which of your keywords. If someone sitting in Memphis, TN, and they do a search with a query, the card could may be greater on multiple keywords in your account (all ceteris paribus) the likelihood of the keyword in a campaign to Memphis geo-targeted keyword in a nationwide targeted campaign. I suppose all this was expressed in layman so that a search marketer like myself can understand the basics of the algorithm, but you get the core of things.

Google makes it very difficult to precisely control with Broad Match. The best way is for the "efficiency" Google creates slowdown sure with many ad groups and negative keywords to proper cross-supply. This can quickly become unwieldy, but so choose and select Your battles wisely, you!

About the Author

Ellerton Whitney is a car enthusiast and search engine marketerfrom Southern California.

Using the correct “match” type in Google AdWords PPC

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