Improve Profitability Using Key Keywords!

4 Types Of Keywords That Can Improve Your AdWords Campaign Profitability

If you run an AdWords campaign for golfing gear, you don’t want your ad showing up when people search for ‘party dress.’ If this were how ads operated, no one would ever make a sale! Thankfully, ads can be properly classified so they appear before appropriate consumers; in order to do this, specific terms and keywords are identified and grouped together. For example, if someone searches Google for “urgent care center” they want ads and links to urgent care centers, and so advertisers use keywords to make sure that search results match demand.


Google wants interested consumers to click your ad because in order for them to remain the most popular search engine in the US, they must provide relevant links users are actively seeking. Google AdWords continues to add to their growing list of features that can heighten your ad power. While coming up with good, relevant keywords is a crucial first step, you can further modify where and when your ads show up by utilizing different types of AdWords keyword matching techniques. Here we provide answers regarding what broad, enhanced broad, phrase, exact and negative keywords are—plus what they can do for the success of your AdWords campaign.

1. Broad Keywords

Not so shockingly, a broad keyword is the broadest match type; it allows your ad to show up when similar words or phrases are searched for. For example if you select ‘home improvement’ as one of your broad keywords, your ad will show up for a number of like-phrases too, such as, house improvement, home construction, and home improvement too. Since these keywords are not specific, they will trigger the highest number of search results that display your ad. This is why careful monitoring is important; in some cases a broad search term can hurt your overall ad campaign. Keywords must be edited if your ad continually displays in an irrelevant location. Of course, at the start of any campaign you remain unsure about the exact terms your target audience is seeking, this is when broad keywords can be very valuable. Broad keywords eventually grant answers about customer searching habits so that you can more specifically target appropriate consumers.

2. Enhanced Broad Keywords

While broad keywords are extremely broad, enhanced broad keywords produce more specific search results, while still allowing room for spelling errors, abbreviations, plurals, and stemmings. An example of an enhanced broad match would be: +home +improvement. By adding a ‘+’ in front of a chosen keyword your ad may also show up? for: home improvement companies, or home improvement?contractors. The keyword ‘home’ is a broad word, while the word ‘+improvements’ is enhanced broad. You can track the words/phrases consumers use to find and subsequently click on your ad, this is why advertisers use enhanced broad keywords when they have a solid understanding of their customer search habits but still need to gather data on more specifics.

3. Phrase Match Keywords

As you get to know your target audience better, phrase match keywords can be added to your campaign to improve relevance and quality of your overall marketing reach. Phrase match keywords provide more specificity than enhanced broad keywords because your exact phrase must be present in a user’s search for your ad to appear. Any excess words must be before or after your intact keyword phrase, if another word is typed in the middle of your trigger-phrase you will not be present on a search result. For example, the phrase, Home improvement, might show up when, home improvement companies in my area, or local home improvement?is searched for. The data resulting from phrase match keywords can grant you further insight to your customer’s searching habits—what exact words are they searching before they find you?

4. Exact Match Keywords

Exact match is the most specific keyword type. In order for a search to trigger your ad it needs to match your keyword exactly. For instance, the exact match keyword, Red Shoes is only going to show up when someone searches for, Red Shoes; it will not show up if someone searches, Red Tennis Shoes. These keywords tend to be known as long tailed because they usually include very specific information. For example: home improvement near 12345, is a detailed exact match keyword. Exact match keywords are typically used after a lot of data has been accumulated about your target audience, granting you detailed knowledge about which keywords generate the most profit.

4. Negative Keywords

Negative is arguably the most important keyword type as it allows you to tell the search engine what you don’t want your ads to show up under. Think of someone you don’t want to waste resources advertising to, for example, a lawyer does not want to advertise to someone seeking ‘free law help.’ AdWords negative keyword feature allows you to tell the search engine not to display your ad when someone searches the word ‘free.’ At the start of any campaign, most negative words have yet to surface, but as your ad campaign progresses you will be able to identify which keywords negatively impact your overall campaign. Negative broad matches can include any match type, although they do not accommodate spelling errors and synonyms like broad keywords can.

Choosing relevant keyword variations is just one piece of the larger puzzle. Knowing how to create amazing copy for your ads and developing a strong landing page that converts are also important factors.