RSS LinkedIn Google Plus

Call us: 0800 014 9884

A (broad) match made in heaven: Google lends another helping hand to marketers


Always keen to work with online advertisers to improve its search engine, Google has announced yet another modification to AdWords. The new broad match modifier is a targeting feature which provides a happy medium between broad match and phrase match, allowing keywords a far greater reach than was previously possible.

Google’s AdWords offers four keyword matching options, the set of criteria that determines which search terms bring up ads. Negative match allows clients to highlight words that they don’t want to associate with their ad, the somewhat self-explanatory Exact match only makes ads eligible for display when the keyword exactly matches the search term and Phrase match displays an ad when the keyword appears in a phrase. Broad match, the default setting, matches an ad to a search term if the keyword appears in any order, with other terms, as a synonym or in a singular/plural form.

The new broad match modification goes a step further, displaying ads only when the keyword appears in a Google search exactly or as a ‘close variant’. These still include singular and plural variations but the feature has been modified to now include abbreviations, acronyms, stemming and misspelled search terms while synonyms and related searches no longer qualify for ad eligibility.

The modified broad feature can also be used on any amount of keywords depending on how general or targeted the client wants their ad. The more it is implemented, the more specifically matched a keyword has to be. The new feature then earns its place as a broader than phrase search, more targeted than broad search and completely customisable between these two boundaries as per the advertiser’s needs.

Google’s new feature not only offers marketers a new level of control over keywords but ultimately provides more relevant ads for their users, which the search giant promises will significantly increase the success of online marketing campaigns. “Adding modified broad match keywords to your campaign can help you get more clicks and conversions at an attractive ROI,” said Dan Friedman, one of the Inside AdWords blog team. “During initial tests, advertisers who mainly used phrase and exact match found that adding modified broad match keywords increased campaign clicks and conversions, while providing more precise control than with broad match.”

Written by Carli Harris

Yahoo urges Firefox users to switch from Google Wednesday 25th of March, 2015by Dan Moores Firefox users who have manually set Google as their default search engine are now confronted with the following message: "Yahoo is the preferred search engine for Firefox. Switch now."

More on this story »
james_riches_swap

March UK search market: Google halts Bing’s recent rise Wednesday 8th of April, 2015by James Riches Google’s UK search market share rose for the first time in five months during March. Elsewhere, Google announced some key developments and lots of us searched for Jeremy Clarkson news.

More on this story »

Bing implements one small change and one big change Tuesday 14th of April, 2015by Dan Moores Over the past week, Bing has implemented two changes. One appears to be directly influenced by Google, while the other demonstrates independent thinking and creativity.

More on this story »
theEword - 5 hours ago

Learn about how to do digital marketing from an award winning agency in Manchester. http://t.co/da1LjhjFMM http://t.co/eXfFQcQl3f

Reply Retweet Favourite
theEword - 13 hours ago

#Digitalmarketing tip: Make it easy for your customers to find you online > http://t.co/05HNS6CrbW http://t.co/FNBAxmx4xS

Reply Retweet Favourite
theEword - 1 day ago

Want a better understanding of #digitalmarketing? Join us for our training in #Manchester. http://t.co/Cp2RBt0wFh http://t.co/Rff1HyDl39

Reply Retweet Favourite
theEword - 1 day ago

#Digitalmarketing tip: Engage your audience throughout their journey #contentmarketing > http://t.co/xBkxXf9nIh http://t.co/8e1YHKmme9

Reply Retweet Favourite
theEword - 2 days ago

Learn how to run a successful #digitalmarketing campaign from an award winning agency. http://t.co/dMxXLswEcg http://t.co/DWCVwrgz8N

Reply Retweet Favourite

Light a Fire with Hems de Winter Thursday 19th of March, 2015by Andy Williams Hems de Winter, CEO of de Winter PR, joined Light a Fire for an in-depth chat at BoConcept’s showroom on Great Ancoats Street, discussing his life and career.

More on this story »

Five tips: how to write clear web copy Thursday 2nd of April, 2015by Dan Moores A lot of web copy is unclear and needlessly complicated. It can actually damage your sales because it helps no-one. Here are five ways to make your web copy clear and engaging.

More on this story »

Google joins theEword to demystify digital marketing Monday 27th of April, 2015by Andy Williams Google joined us to help dispel some common marketing myths at our Discovering & Demystifying Digital event held in Manchester's Northern Quarter. Find out more.

More on this story »

Who loves theEword

Who loves theEword Who loves theEword