subject: Tips And Tricks On Having An Effective Adword Campaign [print this page] When an AdWord campaign is launched, ad groups must be created, with relevant keywords. These keywords need square brackets or talking marks around them. The square brackets are the lowest model in terms of I want to bid just on this word. If you bid, just as an example, on lower back pain with a square bracket, you'll only show up if someone searched lower back pain. So, with the phrase match which is the talking marks, it will show up for lower back pain which is the exact match, but also anything either side of those words.
As a part of website advice, the reason you want to do it separately is technically one would pick up traffic from the other one. Because you want to bid on the AdWords cost separately, you want to put them in differently. Google will charge you differently for both ads. So if you're more targeted, it will be cheaper. So an exact match should be a cheaper click, than the other because it's more relevant. So if you typed both of them in, you'll end up being able to buy some of your clicks cheaper.
The exact match, which is the square bracket, will be a cheaper click because it is more relevant to the person. You're saying, I only want to target this particular phrase. You're being more targeted so Google is going to reward you through their relevance aspect of the quality score.
With a phrase match you're being a little lazy and saying, I just want this and anything else you can give me. If you have broad match which is no brackets, you're being super lazy. Google is going to say, well, you're making us work, we're going to charge you more. You're making us work more.
Sometimes you may see your main competitor who also has AdWord campaign, seeming to appear everywhere you go. If you go into different directories and there is her ad and if you go into some related page and certification body and there she is again.
She would be able to do this probably by the content network. Basically what can happen is, these other websites about the industry, the way they make money they're going to run on their site. They say Google, I want to use your services to run the ads. So basically as an advertiser, if you tick content network, your ads will show up when more keywords are on the pages that people have the AdWords ads on.
So if someone has a website about lower back pain and their copy and their website talks about lower back pain and they have Google ads running on their site, as a way to make money and this is ticked with content network, this ad will show up on that page because that page talks about lower back pain.
It doesn't seem to convert as well. The AdWord campaign comes down to a testing thing. It's not going to convert as well because you're interrupting people. For more detailed information about this, you can see the SEO Method 2.0 review.
