A Google Search Campaign (or Text Ad Campaign) will help you reach your desired consumer base as they actively search for your services. Created in Google Ads, Search Campaigns are a great way to drive sales, leads and traffic to your website. Your Search Campaign is filled with specific details tailored to your marketing end goal. Whether you are looking to reach an audience searching for a service provider, or want to give your product more exposure, having the right keywords that can be triggered by your customer’s search terms can make all the difference when it comes to generating activity for your campaign.
Keyword Match Types
The benefit of a search campaign is that if you can anticipate what people want to know about your service, you can get them to click your ad as soon as they see it. Although having the right keywords attached to your ad play a very important role in how you show up in Google search results, a keyword does not always have to be exactly what a customer typed in while searching. This is where search terms come into play. The exact phrase or word the consumer typed in will fall into your search terms category, giving you more knowledge on what is being looked for.
Aligning your search terms with keywords in your ad can be done in 3 different ways.
Broad match: Queries must relate to your chosen keyword (highest reach, lowest relevance). Broad match is the default match type for Google Ads.
Phrase match: Queries must include your keyword’s meaning (medium reach, medium relevance). Phrase match keywords are helpful for brand and competitor campaigns because you can ensure that queries refer to your brand name or a competitor’s.
Exact match: Queries must match your keyword’s meaning (lowest reach, highest relevance). Exact match keywords are helpful if industry regulations dictate you can only advertise on specific terms.
Why Review Search Terms?
Reviewing search terms will keep your ad campaign fresh and moving forward. When reviewing your search terms inside your campaign, you can easily see what your customer base is searching for. For example; an HVAC repair company may notice a good amount of their targeted audience is searching for “Trane a/c repair”. This certain search term is aimed at a specific brand of air conditioner. With this information, the company can create a new ad group inside their campaign specifically targeting Trane air conditioner repair, and the brand can be excluded in another ad group using a negative keyword. Becoming more honed in and specifying terms that are being searched will provide better results when it comes to your search ranking. Neglecting ongoing search term updates and changes may cause your ad to become stale. Lower ranking on Google search and less traffic to your site are possibilities that can also occur.
Another important reason to review search terms is your marketing budget. Staying locked in on what keywords and phrases your customers are using can save you a lot of money. Wasting money on the wrong ad with the wrong details will get old fast. You will need to know which search terms deserve your attention and money, and what ones are the wrong fit for your business.
Overall, as technology continues to go through ongoing changes, building a successful Google Ads Search Campaign involves a lot of attention and consistency. Staying on top of what your targeted customers are searching for by an ongoing review of your search terms is at the heart of it. Adjusting keywords and ad groups when needed to coincide with what your consumer base needs will provide you with the most profitable outcome. Results Guaranteed Marketing is at the top of the list when it comes to the amount of attention and detail it takes to build out a custom campaign that fits your business needs perfectly.