Understanding Pay Per Click Advertising: Broad Match v Exact Match
When it comes to digital marketing, if you need quick results, then there are few better options than pay-per-click advertising.
However, the world of PPC advertising can be perplexing and overwhelming for beginners. How should you set up your campaign? That is a pressing question for many webmasters. First it’s important to understand some of the basics, like Broad Match and Exact Match.
There are two types of matches when it comes to PPC, and depending on your needs, you can zone in on the one that works best for you. Otherwise, you can mix and match.
A broad match will reach many types of people, but not all of them will be relevant. The book Google AdWords- The Ultimate Beginner’s Guide explains:
Broad Match – This is the default match type and reaches the widest audience. As per broad match, the advertisement will appear whenever the user queries any word given in the key phrase. Example – If you have set a broad match on luxury watches, if a user searches for luxury homes or even latest watches, your advertisement will appear. Though it reaches the widest audience, sometimes, ads are displayed in irrelevant search results.
Unlike the broad match, with the exact match, your ad will only show up if a user types in the exact words that you specify or an incredibly close variation of that phrase. The downside of this approach is that you will not get as many hits. The upside is that these leads are pre-screened, and the people who are clicking on your exact match ad are much more likely to be interested in your product.
We believe pay-per-click advertising can be an effective part of a successful digital marketing strategy, but it needs to be well-managed for best results.
If you would like to learn more about pay-per-click digital marketing please contact us.
Categories: Digital, Inbound marketing