Adwords is one of the best online advertising platform which is offered by the search engine giant Google. Adwords is being used by majority of the businesses and companies that are trying to market their products and services online. Adwords is easy to manage and the major advantage of this online advertising platform is that you just need to pay for the clicks on your ads, rather than paying for all the impressions. This makes Adwords a more reliable and affordable online advertising platform.
For those who use Adwords for their online businesses must be aware about the keywords and the types of keywords that are entered into the Adwords platform for advertising purposes. There are mainly 4 keyword match types in Adwords such as Broad Match, Phrase Match, Exact Match and Negative keyword type and all these are used for different purposes.
Of the 4 keyword match types in adwords most of the advertisers who are just into the trade, uses the broad match type on most occasions. The Broad Match type is provided as the first option while they enter the keywords and rarely do they try to change it into any of the other keyword match types. While using the broad match types, they do get clicks and conversion which they can see from the Adwords report. They do not find any issues or problems with using broad keyword as they are seeing clicks and conversions in their report.
But the real fact is that using the broad match type is really a serious issue which can waste the time and money that you spend on your Adwords campaign. Most of us may not be aware how the broad match keyword types are costing us our money and time and this is a major thing that needs to be looked into. There are two main issues that arises from using broad keyword match type in Adwords and you should avoid it to getter better ROI from your Adwords campaigns. Here are the two main issues of using broad match type keywords.
1) Irrelevant Ad Triggers and Low Quality Score
If your broad keyword match type in your Adwords campaign, your ads might be triggered for a lot of irrelevant search queries. This might lead into unwanted ad impression without any clicks on your advertisements. If you are short of clicks on your Ads, then your Click Through Rate (CTR) would eventually go down and the average CTR for that particular group will also go down. In Adwords if you have got a low CTR, your Ads will end up with having a poor Quality Score. If you have a poor Quality Score for your keywords, you will have to bid higher to prevent Adwords from disabling that keyword. This means that if you have a bad Quality Score, you will end up spending more on your keywords than in the usual case. You will have to pay more for the same ad position than someone having a good Quality score for the same keyword.
2) Irrelevant Clicks and No Conversion
The second case is that even if your Ads are being triggered for irrelevant search queries, at times some of your ads might get clicked. The real problem is that these clicks have come from irrelevant search queries and the visitor would never be getting any relevant information from the landing page and he eventually exits the page without being converted. This is a serious issue as you are spending money for clicks that do not have the potentiality for being converted into sales. If your keyword list is long, the chances of triggering irrelevant ads and getting irrelevant clicks would increase resulting in a utter waste of your advertising money.
These two cases are very much important as far as ROI is considered and you should always bend to other keyword match types rather than blindly going with the broad match type. Once you change your broad match type keywords, you can see a substantial improvement in your Adwords campaign with better Ad quality score, improved CTR and conversion rate.