“Phrase Match” is a more controlled option than broad match. If an advertiser has the phrase match keyword “can crusher” the ads are eligible to appear if someone types can crusher in that order and possibly or with terms before or after the keyword phrase. For example electric can crusher, or make your own can crusher . Phrase match is more targeted than broad match but still allows for the AdWords system to add terms they deem related.
Google’s idea behind “phrase match” is to allow advertisers to create a small keyword list and allow the AdWords system to determine what other related terms the ads should show on. This keyward targeting option is more controlled than Broad Match, but it can still be controlled further with [Exact Match].
While Phrase match is more controlled than Broad match it will still often allow for advertisers ads to appear on search results that they would not like to appear on. The below screen shot is a perfect example. This advertiser does not have instructions on how to make a can crusher but his ads are showing to people looking to make a can crusher and they are also clicking his ads.
What can this advertiser do to further control the keywords? They can either add -negative keywords for words such as -build to prevent the ads from showing on this particular search query or go with [exact match] keywords.
Why Prevent Adverts Appearing?
It may seem strange, especially to new AdWords advertisers, that you’d want to stop adverts from appearing. However, you pay for every click. If the clicks have a low conversion rate, then you’ll find it hard to make a profit. Relevant keywords will have a higher conversion rate. Google will also penalise you for choosing poor keywords – you’ll pay more per click than an advertiser who has the right keywords. This is because Google is trying to optimise search results for search users, not advertisers.
 Article by: +Kim Clinkunbroomer Clinks Web Service a Google AdWords Partner Company Subscribe: RSS Feeds | Follow me on Twitter |
