I believe Exact Match results in more relevant clicks and builds a stronger quality score over time (especially when adds are linked to appropriate and relevant landing pages).

I believe Exact Match results in more relevant clicks and builds a stronger quality score over time (especially when adds are linked to appropriate and relevant landing pages).2 min read

I have a prospective client who had concerns about irrelevant clicks and quality score and their decision to use Exact Match keywords. They said: ” I believe exact match results in more relevant clicks and builds a stronger quality score over time (especially when adds are linked to appropriate and relevant landing pages).

We DO NOT want to set up broad or phrase match which results in a set percentage of unwanted/irrelevant clicks and then be constantly monitoring searches adding negative keywords.”

I replied:

I understand your concerns about using the Exact Match keywords; and your concerns are very valid. As you may already know: using Exact Match would mean that you already have a very precise idea of how every single user of Google search engine is going to find your business; which, frankly is impossible for anyone to know, as search terms are constantly evolving and how people speak varies from one user to the other.
Allow me to recommend a ‘broad match modifier’. Broad match modifier allows you to specify words that you want the user to use and they have to use for any of your ads to show up. The great thing about Broad Match Modifier is, with all the control you have in picking the words that the user MUST enter for your ads to show, there is a beautiful flexibility. The flexibility is that they can enter their search term using your chosen keywords in any order and can even include stemmings , prepositions,Interrogative adverbs/pronounce, articles, Auxiliary verbs,conjunction/ connective words before, in-between and after your specified keywords.

With Broad Match Modifier, you do not have to think of conjunctives/connective words; and by telling AdWords the most important keywords that the Google search user must enter for your ads to show up, you also allow them the flexibility to phrase their search query how they want to. This also allows you to gather further search terms in the search term report menu that you can add to your campaign in the future. Using a Broad Match modifier leads to creating a very insightful campaign which will allow you to optimise your campaign greatly; and with additional tactics, you can improve your quality score drastically. Exact Match isn’t the only way to gain a great quality score and nor does it guarantee a great quality score.

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