Every ad platform has a management system that should make creating, changing, or updating ads easy and quick to do. It’s not always the case but Google Ads is understandably setting the bar high.
Whenever you want to create an ad, you can’t just do it right away. Every ad needs to be in its ad group, and the ad group is a part of a campaign. Such hierarchy allows advertisers to manage the whole ad account efficiently.
The scope of settings and options differ from platform to platform.
Here’s what you can set up and where in Google Ads:
Campaign level – campaign objective, campaign type, ad networks, audiences, budget and bidding, languages, ad extensions
Ad group level – keywords (or other targeting options)
Ad level – ad headlines, descriptions, URL, extensions
The best practice is to have a campaign structure plan and stick with it. For example, some PPC experts stick to one keyword per ad group and make it clear in their naming conventions. So, if you sell coffee machines internationally, you can have a campaign called Search - [espresso maker] - US with an ad group called [espresso maker] targeting that keyword in exact-match in the United States.
I jumped ahead with the exact match, so that’s what we’ll focus on next.
Keyword match types for search ads
Search ads show up when the user’s search query matches with keywords that advertisers bid on. The order of the ads displayed depends on who wins the auction, who comes second, etc.
You do keyword targeting by picking a keyword and its match type.
Here’s the match type list and how it works:
Dividing the workload like this whatsapp number list allows both the vendor and the affiliate to focus on their strengths. The improvements are similar on desktop and mobile. Most of the focus in 2021 was on mobile results.
Broad match – matches anything it deems relevant regardless of word order or typos
Broad match modifier (BMM) – works like broad match, but the +keyword needs to be included in the search query
Phrase match – exact match, but there can be anything before or after the keyword
Exact match – self-explanatory, can match singular/plural forms and very close variants and synonyms
For example, if we take the keyword “espresso machine,” here’s how the keyword match types might make it work (you can never know with 100% certainty):
Needless to say that the match type is as important as the keyword itself. Only the combination of a good target keyword and suitable match type will bring you relevant traffic.
Broad matches are almost never suitable unless you’re a business like Amazon that can bid on millions of search queries. Exact matches give you the most control over what you’re bidding on, but they also limit your exposure and require you to think about targeting all sorts of relevant exact-match keyword variations like [espresso machine] and [espresso coffee machine].