Question: Since you are only paying for clicks, what’s the downside of broad search criteria? If the ad is well written, I would thing you would only get clicks from people with valid interest
Answer: There are some downsides. First, if you use a broadly written ad, many of your customers will not click on it, even if it might fit them. If you are selling ‘animal boarding in San Francisco,’ for example, and you advertise it only generally like ‘animal boarding,’ you may miss clicks from people searching for ‘cat boarding,’ ‘pet boarding,’ or ‘dog boarding.’
If you use broad match, Google will probably run you on those search terms, but your lower click through rate, over time, will raise your cost per click. If you use phrase or keyword match but do not create specific ads for ‘dog,’ ‘cat,’ or ‘pet,’ again you will have a lower Quality Score and thus higher cost per click.
Bottom line: Tighter keyword matching will reward you with a better Quality Score from the get-go, and over time a higher click through rate. So by matching better you will run more ads, more cheaply on Google AdWords!
Got a question? Click this link to email Jason or call 888-993-1122. Dr. Jason McDonald is founder and Senior SEO / Social Media Director of the JM Internet Group. He teaches the SEO training classes for the group, and therefore provides most of the SEO tips for this blog. His goal with this blog is to provide an easy 'one-stop shop' for the busy marketer looking for tips, tricks, and secrets on how to get to the top of Google and Bing for free using proven SEO tactics. When not dreaming up SEO tips, Dr. McDonald lives in the San Francisco Bay Area with his wife, two dogs, a cat, four iguanas and twelve children (just kidding). Really you read down to the bio on this guy? Enjoy the blog.
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