Keyword Match Types, Keyword Targeting and Selection (Keyword Planner), Display Planner

Keyword Targeting and Selection are fundamental to successful campaigns on Google Ads. Choosing the right keywords allows advertisers to connect with audiences actively searching for related products or services. Google Ads offers tools like the Keyword Planner and Display Planner to refine this process, while different keyword match types help tailor the reach and relevance of your ads.

Keyword Match Types:

In Google Ads, keyword match types dictate how closely a user’s search query must align with your chosen keywords to trigger your ad. There are four primary match types:

1. Broad Match:

Broad match is the default match type. It triggers ads for searches that include any words in the keyword phrase in any order, including synonyms or related terms.

• Example: If your keyword is “running shoes,” ads could show for queries like “buy sneakers” or “shoes for jogging.”
• Pros: Maximizes reach by capturing a wide audience.
• Cons: May lead to irrelevant traffic, increasing costs without conversions.

2. Broad Match Modifier (BMM):

By adding a “+” symbol before keywords, BMM allows ads to show only for searches containing those specific words (or close variations) in any order. Google recently moved away from BMM, integrating it into phrase match functionality.

• Example: For “+running +shoes,” ads would appear for “shoes for running” but not for “buy sneakers.”
• Pros: Offers flexibility and relevance, limiting irrelevant impressions.
• Cons: It still may attract some less relevant searches compared to phrase or exact matches.

3. Phrase Match:

Ads appear for queries that contain the exact phrase or close variations of it, in the same order but with potential words before or after.

• Example: For “running shoes,” ads would show for “best running shoes” or “buy running shoes online.”
• Pros: Balances reach with relevance, useful for targeting specific search intent.
• Cons: Limits impressions more than broad match but improves relevancy.

4. Exact Match:

Ads show only for searches that exactly match the keyword or close variations, without additional words.

• Example: “Running shoes” would trigger ads only if users search precisely for “running shoes” or close variants like “running shoe.”
• Pros: Highly targeted, capturing users with clear intent, improving conversion potential.
• Cons: Restricts reach, so it may yield fewer impressions.

Keyword Targeting and Selection with Keyword Planner:

Keyword targeting ensures that ads appear in front of the right audience by selecting terms that reflect user intent. Google’s Keyword Planner is a powerful tool for this process, offering insights into keyword popularity, search volumes, and competition levels.

1. Accessing Keyword Planner:

Within Google Ads, Keyword Planner can be accessed by navigating to the “Tools & Settings” menu. It helps identify keywords based on your product, landing page, or general industry terms.

2. Using Keyword Planner:

   • Keyword Suggestions: Start by entering a few seed keywords, and the tool will generate related keywords and phrases.
   • Search Volume: Keyword Planner provides monthly search volume data, showing how popular a keyword is over time.
   • Competition Level: The tool indicates the level of competition (high, medium, low) for each keyword, which can help gauge how many advertisers are bidding for similar terms.
   • Cost Estimates: Keyword Planner provides estimated CPC (Cost Per Click) ranges for each keyword, helping set realistic budgets.

3. Selecting Keywords:

   • Prioritize high search volume, low to medium competition keywords when possible, as they provide a balance of demand and affordability.
   • For niche or highly targeted campaigns, long-tail keywords (phrases with 3-5 words) can be effective for reaching users with specific intent, often at lower costs.

4. Refining with Negative Keywords:

Negative keywords are terms for which you don’t want your ads to show, helping refine your audience and control ad spend by excluding irrelevant traffic.

Display Planner for Display Campaigns:

Display Planner helps advertisers refine targeting for display campaigns, which appear as visual ads across Google’s Display Network (GDN). This tool is particularly useful for reaching a broader audience beyond Google Search while maintaining relevance.

1. Accessing Display Planner:

Like Keyword Planner, Display Planner is available under “Tools & Settings.” Advertisers can enter landing page URLs, keywords, or product categories to get targeting suggestions.

2. Using Display Planner for Targeting:

   • Audience Insights: Display Planner provides information about your audience’s demographics, interests, and geographic locations.
   • Placement Targeting: The tool recommends specific websites, apps, and YouTube channels where your ads could appear, allowing for precise targeting.
   • Topics and Interests: Display Planner can also generate topic and interest categories, enabling ads to reach users based on browsing behavior and interests.

3. Budget and Reach Estimates:

Display Planner shows reach and cost estimates for different targeting combinations, helping advertisers understand potential ad exposure and budget requirements.

4. Ad Format Compatibility:

Recommendations are given based on compatible formats (image, video, or text) and ad sizes, ensuring ads appear correctly across all placements.