Paid Search ads are the bread and butter of Google Ads. They allow advertisers to purchase placement in search and display ads that result in higher click-through rates. Paid Search ads have specific match types that are designed to drive conversions.
Hereâ€™s a list of all the match types available for paid search:br>
1) Searchâ€‹br>2) Search + Displaybr>3) Match Type Specific (this can be applied to any keyword or phrase)
4) Remarketingbr>b>5) Keyword Targeting/b>b>6) Search + Display + Remarketing/b>b>7) White label.
How do I know which match type to use?
Match types are the strategies that you can use in order to run your business.
There are three different match types:
1. Standard Match
2. Smart Match
3. Powerful Match
Each match type has a different function and uses a specific set of criteria to find your ideal clientele. As such, there is no “best” or “correct” match type for all businesses, as each company should decide which match type would be most beneficial based on its goals and needs.
How do I get more conversions with match types?
Match types are what we use to identify the perfect person for your business. This can be done in a variety of ways, but many people choose to use three match types: personality, interests, and values.
Personality matches let you know if a person is compatible with you personally. The more compatible they are, the better the chance of a connection being made between the two of you.
Interests match let’s you know if someone has similar interests as those of your company or product. For example, if you’re looking for new employees, it might be important to determine whether someone is interested in working with animals or children.
Values match lets you know if someone shares similar values as those who work for your company or product. You could also determine if someone is interested in buying a particular product which aligns with your values or not by using this type of match type.
What is negative matching and how does it work?
Negative matching is a process of targeting people who are not your ideal customer. Instead of trying to attract potential customers that are already interested in your product or service, you’re trying to get them to follow you on social media.
Remember, when you’re looking for followers, it’s important to have a clearly defined target market. If you’re targeting a certain age group, such as 21-25 years old, then negative matching would be the best match type for your social media ad campaign.
One way that people can find out more about what types of ads they should run is by using Facebook’s advertising toolkit. This will give you more information about how Facebook determines which ad matches which audience.
How do I know which keywords to exclude from my campaign?
If you’re new to the world of digital marketing, it can be overwhelming to know which keywords and match types to use or exclude.
For instance, if you’re running a campaign for a clothing store, it’s important that you avoid using terms like “clothes” or “shoes” in your ads. These will result in a higher cost-per-click (CPC) rate since these words are highly competitive. On the other hand, if your company sells medical supplies, you should try focusing on words like “surgery” and “anesthesiologist.” These words are less competitive and will result in a lower CPC rate.
So how do you know which keywords to use? The best way is by using keyword research tools. There are so many keyword research tools online; all you need is one that works well with your desired campaign objectives and budget. You’ll also want to see what’s been used around your target keywords over the past few months so that your campaigns don’t end up competing with other companies’ ads.
Last Updated on January 12, 2022
Aires Loutsaris is a content marketing specialist working with some of the world’s biggest VC funded startups and eCommerce companies. He has 15 years of experience in organic search optimisation and content writing with over 2500 students enrolled in his Udemy SEO course. An ex-head of two award-winning agencies, he has lectured at the University of the Arts, London College of Fashion on content marketing and has consulted for all three of the Universities he studied at: The Open University, The University of Hull and Kings College University of London. Feel free to connect with Aires on LinkedIn or Facebook.