Google AdWords keyword match types reduce wasteful spending on misguided ad clicks for contractors!

November 30, 2016 - By Aaron Hockel

What are Google AdWords keyword match types?

Google Adwords keyword match types allow contractors to control how closely a search must match their keywords in order to trigger their ads. This is a powerful tool which will eliminate wasteful spending on bad clicks. How is this useful to contractors? Checkout this example Google search for "commercial painter job description". The two ads for commercial painting services are from painters who want the keyword "commercial painter" to trigger their ads. In this example let's make the reasonable assumption the searcher is not looking to buy commercial painting services. It would be an incredible waste of money to pay $15 for a click for this search. Conctractors need to use Google AdWords keyword match types to reduce this risk of wasteful spending on misguided clicks. For the purpose of explaining each type we will use the keyword "commercial painter" which has an average cost per click of $15 in on Google in the United States. Here is an explanation, search examples, and how to use each of the four Google Adwords keyword match types.

Broad Match

Explanation of broad match: This is the default keyword setting and the broadest of all the Google AdWords keyword match types. Broad match keywords will trigger ads on keywords that are misspelled, synonyms, related terms, and relevant variations. Example searches that would trigger ads for our keyword "Commercial Painter" include:

1. Commercial Roof Paint
2. Residential vs. Commercial Paints
3. Residential Deck Stain

When to use broad match: AltaVista does not advise its clients in the contracting industry to use a broad match type in Google AdWords. It does not make sense for a commercial painter to risk paying $15 for an ad click for the search "Residential Deck Stain". This is a very real possibility with a broad match keyword setting.

Broad Match Modifier

Explanation of broad match modifier: This setting requires search terms more closely match your keywords and narrows the range of search terms that will trigger your ad. It will include misspellings, synonyms, and related terms. The broad match modifier keyword setting drives more relevant clicks than the default broad match setting while increasing your cost per click and lowering overall traffic. Example searches that would trigger ads for our keyword "Commercial Paint" include:

1. Commercial Painting Contractor
2. Local Commercial Painter
3. Commercial Building Painter

When to use broad match modifier: AltaVista uses the broad match modifier keyword setting for all of its contracting clients. It is an excellent choice because it will immediately eliminate the wasteful clicks created by a broad match setting while still allowing for flexibility with misspellings, synonyms, and related terms.

Phrase Match

Explanation of phrase match: This setting requires that the search terms include your keywords accompanied by words before or after. It will include misspellings, synonyms and related terms. Example searches that would trigger ads for our keyword "Commercial Painter" include:

1. How to hire a commercial painter
2. What is a Commercial painter
3. Local commercial painter union

When to use phrase match: AltaVista does not use phrase match heavily in the contracting space. Consider the three example searches above. Only number 1 indicates buying intent. While phrase match requires the search terms are extremely close to your keywords, it leaves the rest incredibly broad. This can expose contractors to irrelevant clicks and wasteful spending.

Exact Match

Explanation of exact match: This is the most narrow of all the Google AdWords keyword match types and requires that search terms exactly match your keywords. It will not account for misspellings, plurals, synonyms, or related terms. A search for "commercial painters" will not trigger an ad if the exact match keyword is "commercial painter". The plural "s" will block the search from triggering your ad. Example searches that would trigger ads for our keyword "Commercial Painter" include:

1. commercial painter

When to use exact match: AltaVista advises contractors to use exact match for highly relevant search terms which are likely to convert to leads. Often times these are longer search strings that include both a service and property type. While exact match keywords seem great, it is not a best practice to use them exclusively as part of your Google AdWords strategy. These are often the most competitive search terms within an industry and will have the highest cost per clicks.

Need help configuring your Google AdWords keyword match types?

Using Google AdWords keyword match types eliminates wasteful spending on clicks from irrelevant search terms. If your contracting business is not using them, you can use Google's free keyword matching tutorial to set them up. If you need additional help, please contact AltaVista to set up a free consultation. We can be reached by phone at 1-800-313-2168 or by sending us an email.