Everything You Need To Know About Keyword Match Types Google’s keyword match types ensure that the money you spend on your Google Ad campaigns is well spent, ensuring you don’t waste money drawing in unqualified traffic that is not likely to do business with you. Read on to learn more about the different keyword match types for PPC ads, the type of traffic they generate, and how to use them. Keyword Match Types There are four different keyword match types for Google Ads: broad match, phrase match, exact match, and negative match. The image below shows the syntax for using each type, what queries your ad will appear in for each, and the search terms that would surface your ads. Below we’ll go in-depth into each type, and provide context for how each one shows up in search results. 1. Broad Match A broad keyword match is when your ads show in search results for queries related to the meaning of your keywords but don’t necessarily contain the exact terms. It’s the default type for Google Ads and works best with smart bidding. The syntax is to write out your keyword. If your keyword is iPhone case, your ad could show up in queries for apple phone case and best iPhone case for kids, and phone case. A broad keyword match helps you reach a wide audience, but your visitors are unrefined as the terms they search for are related to your keyword. However, to ensure traffic is...

How to Use Custom Affinity Audiences: From Creation to Stellar ROI Reaching the right customers with your Google Ads campaigns is critical to increase conversions. While it’s possible that scattershot advertisements could catch the interest of Internet users, it’s far more likely that this general ad approach will result in a disconnect between dollars spent and sales made. To help ensure your ads are reaching the people in the right place, it’s worth leveraging a function in the Google Display Network (GDN) known as affinity audiences. Using these audiences helps pinpoint customer segments that may be more likely to purchase your products, in turn driving more effective and efficient ad spend. But what exactly is an affinity audience? How do they work, how can you create your own — and what can you expect once you dial in the ideal customer segment? Let's find out. What are Affinity Audiences? Affinity audiences are used by the Google Display Network to deliver your ads to relevant locations online. Given that Google’s network reaches more than 90 percent of Internet users worldwide, it’s well worth the time and effort to understand and apply these audiences at scale. But what is an affinity audience? Let’s break the term down into its component parts. Audience is easy — it’s the group of people that will see your ad. Affinity, meanwhile, is defined as “a feeling of closeness and understanding that someone has for...

What are Google Discovery Ads? Examples + a Campaign Tutorial With every campaign comes specific goals advertisers want to achieve. For some, it's brand awareness. For others, it's increased website traffic. But what if your goal is to reach audiences who are already prime to take action? With Google Discover ads, you can reach them – up to 3 billion of them to be exact. Let's dive into what Google Discovery ads are, how they work, and how to set one up today. Using customer intent signals, Google uses machine learning to determine when users are most likely to engage with a brand. According to Google, brands should use it to: Scale their conversions. Reach new customers. Reconnect with previous customers. Another thing that sets Google Discovery ads apart from other campaigns is the limited campaign settings. Advertisers cannot adjust: Ad rotation Frequency capping Delivery method Device targeting Placement targeting Contextual targeting Manual bid strategies This campaign type offers automated campaign settings for bidding and targeting so that advertisers can focus on optimizing campaign performance. Discovery Ads vs. Display Ads The key difference in these ads is who they're reaching and where. Discovery ads reach those exhibiting high-intent behavior, as determined by Google's algorithms. For instance, they're great for ecommerce businesses looking to acquire new consumers and introduce their audiences to products and/or services. Display ads, on the other hand, are not always meant...

Google Ads vs. AdSense: We Break Down the Differences When it comes to generating traffic and brand awareness, digital advertising is the way to go. It's surpassing traditional advertising, and Google is a huge reason why. As one of the biggest digital advertising platforms, Google is responsible for 37.2% of total U.S. digital ad spending alone. But how can you take advantage of the advertising opportunities on Google? By knowing how each of its programs — Google Ads and Google AdSense — work and evaluating which is right for you (or both). In this article, we'll cover: Google Ads (Search and Display) Google AdSense The Differences Between Them What Is Google Ads? Google Ads — formerly known as Google AdWords — allows advertisers to make bids for ad placements to drive traffic to their websites. These placements can be in Google's Search Engine Results Pages (SERPs) or the Google Display Network (the network of sites, apps, and more that show Google display ads). Search The search ads that appear in the SERPs are a great option if you know there's a demand for your product and your audience is using search engines to satisfy it. Display The Google Display Network ads — also known as banner or display ads — are more visual,...

The Comprehensive Guide to Impression Shares Online advertising is booming. But, when you're launching digital campaigns, you want to be sure you're maximizing your efforts — and your profits — by boosting your ad's impression share. Your impression share tells you how well your ad is performing compared to its total potential audience, and boosting it can help increase engagement as well as profit.  If you're only engaging a small portion of your target audience, then analyzing your impression share is usually a good place to start. Increasing this value will help you propel ads to the top of the Search Engine Results Page (SERP) — and ultimately generate more engagement for your campaigns. In this post, we'll explain what impression share is as well as the different types that your marketing team can track during your online ad campaigns. Each time your ad is displayed on a webpage, that's counted as an impression. Ads have the potential for more impressions for different reasons, especially when they're keyword-savvy, attractive, and relevant. When you track impression share, you have a clear representation of how well your ad is performing and how you can improve it over time — particularly through keywords. While there are plenty of metrics that can track how well your ads are doing, impression share helps you identify the shortcomings of your ad so you can fix it and make it more engaging to your audience. Read on to learn about the different types of impression share that...

The Straightforward Guide to the Google Display Network Millions of dollars are poured into the Google Display Network (GDN) every day. But why? Google offers endless options for marketers to promote their products, so how is this network different? Frankly -- because it works. When industry competitors' congest search engines, the GDN can be a great alternative. With it, there’s less competition for inflated keyword bids, so you're more likely to reach users actively searching for your products and services. Though the audience intent is not as strong, you get a much lower cost-per-click and many more impressions. Here, we're going to explore why you should use Google Display Network (GDN), how GDN differs from search ads, and how you can target your GDN ads to reach the right people in the right places. Why Use the Google Display Network? The value for GDN boils right down to reach and affordability. Prospecting, brand awareness, and remarketing can come with a hefty price tag when pursued for traditional search ads. GDN, by comparison, bypasses a lot of costly competition from other networks. There are also endless options for customizing your audience targeting. Ultimately, you don’t need a fat wallet to set up a campaign through Google Display -- you just need to choose the right targeting factors for your marketing goal. With Google's search ads, you're essentially throwing out a wide net, which can be largely hit-or-miss, both with whom you're targeting and with how...

How to Determine a Bidding Strategy for Different Types of Ads When I first learned how to ride a bike, I remember being scared. It was a daunting process because I'd never done it before and was terrified of falling. I actually remember feeling similarly when I first started getting into paid advertising campaigns at the marketing agency I worked at. The first time doing anything can be an intimidating process. But as a marketer, it's important to understand how to set up your paid advertising campaigns so you get the most out of your budget. To do this, you can use several types of bidding strategies for different types of ads. Below, let's review the bidding strategies that will drive results when you use Facebook ads and PPC/Google Ads. Facebook Ads Bidding Strategy When you're just getting started with Facebook Ads, it's not easy to figure out what strategy to use. Luckily, Facebook has a guide that explains the different bidding strategies you can use. Let's dive into those strategies and figure out how to determine which one is right for you. 1. Lowest Cost (Auto Bid) With this strategy, you won't have a lot of manual work to do. In fact, Facebook is the one who sets up the bid automatically. If you want to spend your full budget, this is a good choice for you. It's a hands-off strategy and you can get more bang for your buck while spending your budget. So, how do...