Google ads Keywords: How to Select the Right Keyword Match Type

 Google ads Keywords

Google Ads varies depending on the number of keywords to be set and search volume. It is important to understand the mechanism of Google Ads keywords, such as keyword search volume, budget, and target audience, and to place appropriate advertisements.

This article covers information such as how to set and select keywords for Google Ads, and changes in customer demographics for each budget. Please refer to it.

1. The Value of Keyword Selection in Google Ads
2. Keyword categories in Google Ads.
3. How to Create Keywords for Google Ads
4. How to choose keywords in Google Ads.
5. Tools to assist You Choose Keywords for Google Ads
6. How to select match types for keywords in Google Ads.
7. Regarding negative keywords in Google Ads
8. It is vital to pick proper keywords for Google Ads.

1.The Value of Keyword Selection in Google Ads

In the world of Google Ads, the key to achieving the best results is careful keyword selection. Google Ads, often known as "search-linked ads," tend to display advertisements depending on the terms entered by users.

For example, if a user searches for the keyword "men's shampoo," advertising that are closely related to the supplied phrase will appear on the screen.

As a result, advertisers find themselves at a crossroads, forced to carefully choose keywords that complement their promotional content. A clear example of this need is posting an advertisement for men's shampoo under the keyword "women's shampoo," which is likely to restrict sales.

The essence of the situation is the necessity to distribute adverts only to customers whose search queries are closely related to the products being considered for sale. Accuracy in keyword selection equals relevance with the target demographic.

Deviate from this precision, and there is a perceptible risk of consumer dissatisfaction when they encounter adverts that do not match their expectations. The resulting mantra, "It doesn't align with what they seek," has a twofold negative impact: it reduces user engagement while also diminishing the cost-effectiveness of advertising expenditures for both users and corporations.

How to properly set keywords that match your product will affect the results of listing advertisements.

2.Keyword categories in Google Ads.

Understanding the differences of keyword kinds is critical when managing Google Ads campaigns. The chosen term has a significant impact on the customers, conversion rates, and advertising costs.

Let's look at the various keyword classes in Google Ads.

Big keyword

The "popular keyword" ranks first among the keyword classes. This category includes keywords with high search volumes. Although the definition of a popular keyword is unclear, keywords that receive more than 10,000 searches per month are generally regarded as such. The important feature of these keywords is their potential to spread adverts to a wide range of users.

Consider the keyword "men's shampoo" as an example of the universal category.

While advertising with common keywords can effectively raise product and service awareness due to widespread user searches, a disadvantage arises. Intense competition for advertisement slots creates a situation in which bids flood in, increasing the cost per click. This disadvantage requires careful consideration among the temptation of increased visibility.

Small keyword

In the area of Google Ads, "small words" are keywords with low monthly search traffic. Small words are often defined as keywords that receive fewer than 1,000 monthly inquiries. This category includes product names with minimal awareness and complex compound keywords like "Men's Shampoo Hypoallergenic Organic."

Small terms have a lower search frequency, limiting the reach of adverts to a smaller audience. However, a notable compensatory component emerges: the propensity for a less competitive landscape. This increased likelihood of seeing fewer opponents increases the likelihood of one's advertisement obtaining a top position, displayed at the top.

Nomination keywords

These are "Named Keywords," which are specific phrases that link to distinct entities, such as company or product names like "Pantene" or "Gatsby." Users that do searches using suggested keywords show a strong preference for purchase, having done so with the company or product name in mind.

The potential for sales with named keywords is significant, highlighting their value as a targeted keyword category. However, it is important to note that if the service or business name is not well-known, the search volume for such terms may be low, reducing the expected impact.

When selecting nominated keywords, determining the success of advertising is dependent on assessing the level of interest surrounding your company's offerings and analyzing the monthly search volume for your company name. This dual assessment serves as a foundation for calculating the potential efficacy of ads based on identified keywords.

General keywords

Known as "General Keywords," these are common nouns that lack proper noun status, such as "shampoo" and "smartphone." General keywords, which are distinguished by large monthly search volumes, frequently correspond to the broad scope associated with high search frequencies, similar to the big word classification. However, their widespread use comes at a cost, with a proclivity for higher cost-per-click due to fierce competition in the auction market.

When users utilize general keywords for searches, they tend to compare and analyze certain items, which is an appealing feature. As a result, directing users to your advertisement does not guarantee immediate purchases.

While the appeal of general keywords stems from their ability to attract a large user base, essential negatives emerge, most notably the difficulties of dealing with "high cost per click" and the understanding that consumers' intent to make a transaction may not be necessarily strong. The tension between obtaining a large audience and dealing with the related difficulties highlights the complex surfaces of generic keywords in digital advertising.

3.#How to Create Keywords for Google Ads

Here, I will show you how to actually set keywords for Google Ads.

1. Open Google Ads Editor
2. Select [Keyword] and click [Add Keyword]
3. After displaying the message, select the campaign and group to add the keyword
4. Add keyword(s) and select match type in edit panel

4. #How to choose keywords in Google Ads

From here, let's take a look at how to select specific keywords. In order to increase the cost-effectiveness of Google Ads, it is important to accurately grasp the keywords that can be searched by users who are highly motivated to purchase your company's products.

 Identify KW from product features and targets

When choosing keywords for Google Ads, be aware of the characteristics of the product you want to sell and your target audience. Taking “men’s shampoo” as an example, you can identify keywords as follows. Search for as many keywords as possible that are associated with product features and targets.

• Product features

Scalp care such as AGA

→ KW "AGA Care" "AGA Shampoo"

Can be purchased for less than 8 dollars

→ KW "Men's Shampoo 8 dollars or less"

• Product target

 Men who are concerned about oily scalp

→ KW "Men's Scalp Care"

• Men who are concerned about clogged pores

→ KW "Pore Care Shampoo"

• Men who want AGA care

→ KW "AGA prevention"

 Extract KW from competitors, EC sites and Q&A sites

In the field of keyword selection tactics, a respectable approach entails gathering information from competitors and e-commerce platforms. For example, a search for men's shampoo on an EC site yields a variety of results, encompassing categories such as "organic shampoo" and "oily skin shampoo."

This emphasizes the fact that while searching for a generic term such as "shampoo," consumers frequently pivot to describing the type and materials used in the product.

Furthermore, reading reviews and asking questions on EC websites provides useful information. Analyzing product-related queries on question-and-answer platforms reveals a wealth of user questions and concerns. Simple inquiries and purchase-related concerns, such as "How to Choose the Right Shampoo for Men?" can be used to identify prospective search phrases.

In essence, the strategy of extracting keywords from competitors and EC sites, along with an examination of user-generated material on review and Q&A platforms, crystallizes into a rigorous and intelligent way to improving the success of keyword selection efforts.

Find the axis keyword from the collected keywords

After using all the keywords, we will find the axis keyword from the collected keywords. For example, in this example, "shampoo" and "men's shampoo" are key keywords.

Also, when targeting a more niche customer base, there are cases where keywords focused on specific needs such as "AGA shampoo" are used as the axis

Extract keywords to multiply with axis keywords

After deciding on the axis keyword, we will extract keywords that will be multiplied by the axis keyword. For example, "men's shampoo AGA", "men's shampoo recommended", "men's shampoo under 8 dollars", etc.

The point when choosing keywords to be multiplied is to preferentially choose words that seem to have a high purchasing motivation as much as possible. Among the three keywords I introduced earlier, “men's shampoo under 8 dollars” has a specific budget, so we can see a high willingness to buy.

If you can select keywords that have a high willingness to buy, you can expect a high closing rate and high advertising effectiveness.

5. #Tools to assist You Choose Keywords for Google Ads

So far, I have explained how to select keywords for Google Ads, but some people may think that it seems to be difficult or that they can not cover all the keywords. In that case, use a keyword selection tool.

Here are two free tools that can help with keyword selection, so be sure to take advantage of them.

Google Keyword Planner

When selecting keywords, we recommend using Google Keyword Planner. In particular, it is useful for selecting keywords to be combined (related phrases). Google Keyword Planner can be used by following the steps below.

1. Sign in to Google Ads
2. From the upper right of the management screen, select "Tools" → "Planning" → "Keyword Planner" and press "New Keyword"
3. Enter the axis keyword in the search window and select "Display results"

Extracted phrases can also be output in Excel. You can decide whether to use it based on the output Excel, so you don't have to worry about omissions.

In addition, Keyword Planner allows you to see the search volume and bid price of your keywords. You can see the number of monthly searches for keywords and the price, which is also useful for understanding your budget.

Sea ​​otter keyword

When selecting keywords, it is also important to check the suggested keywords. When you enter characters in the search window, you may have experienced that candidate keywords judged by Google came out. Suggested keywords are keywords displayed by Google in relation to the keywords searched by the user.

Sea otter keywords are also recommended as a tool to search for suggested keywords. By using it, it will extract keywords with high related frequency. You can also search for "Yahoo Chiebukuro" and "Tell me goo" questions related to search terms at the same time.

User needs can be investigated at the same time as suggested keywords, which is useful for user analysis.

6.#How to select match types for keywords in Google Ads.

To use Google Ads efficiently, you must first select the appropriate match type. Match type is used to specify the range of ad distribution for a certain keyword. These are the match types for Google Ads keywords.

 Kind of match type

Google Ads offers the following keyword match types: Keep in mind that match types have a big impact on your ad coverage.

• Perfect matching

Ads will only appear if the keyword matches the user's search term. This helps you to tailor your advertisements to your target demographic. However, because the listed terms are limited, there is a risk of missed opportunities.

• Phrase match

If there is a matching phrase within the user's search term, it will be listed. For example, if you register the keyword "shampoo recommended" with phrase matching, your ad will be posted even if there is an extra keyword such as "shampoo recommended cheap".

• *Partial match for narrowing down

* Phrase match and unification in July 2021 By setting "+ shampoo" and "+ recommended", ads will be posted if the above search terms are entered regardless of word order. Currently, it is standardized to the specification that if the phrase matches, regardless of the word order, it will be posted.

• Partial Match

Displayed when there is a search term that partially matches the registered keyword . For example, in the case of “shampoo recommended”, ads will also be placed in “shampoo for women” and “conditioner recommended”. There is a high possibility that the advertisement range will be too wide and lead to irrelevant users. Note that this is set by default.

 Even exact matches are displayed in similar words

Some people may worry that using exact match will limit search terms too much. However, even if the match type is set to exact match, don't worry—it supports spelling variations, similar words, and phrases with the same search intent.

Here are the patterns in which ads are displayed for exact matches:

1. Variation in Notation:

• Keyword: "estimate"
• Search phrase: "estimate"

2. Word Order Differences:

• Keyword: "Shampoo for men"
• Search phrase: "Men's shampoo"

3. Conjunctions and Particles:

• Keyword: "Shampoo for men"
• Search phrase: "Shampoo for men," "Shampoo for the men," "Shampoo to use for men"

4. Abbreviations:

• Keyword: "acoustic guitar"
• Search phrase: "Acoustic guitar"

5. Synonyms:

• Keyword: "PC"
• Search phrase: "Personal computer"

6. Phrases with Similar Search Intent:

• Keyword: "Men's shampoo"
• Search phrase: "Best shampoo for men's hair," "Shampoo brands for men"

Ads will be displayed for these variations if the search intent is determined to be the same.

Quick Reference for Match Types and Ad Placements

Based on the information so far, let's use a quick reference chart to explain the relationship between match types and advertising. For example, if you select "men's shampoo AGA" as a keyword, the listing for each match type will be as follows.

[Google Ads Keyword “Men’s Shampoo AGA”]

An exact match will only display your ad if the search terms are identical or out of order. If even one letter of the search query differs, your ad will not appear. The feature is that the target audience for distributing adverts is extremely narrow.

While phrase match offers broader reach than exact match, it's still more targeted than broad match. This makes it a good balance for reaching a larger audience while maintaining some control over who sees your ads

With broad match, even if only one of your keywords appears in the search term, your ad can potentially show. This offers the widest reach of all match types, but also carries the highest risk of displaying your ad for irrelevant searches.

Start with Exact or Phrase Match There are many other match kinds, but the first one you should try is exact match or phrase match. Broad match can provide ads to a huge number of users, but the target demographic is too broad, and the ads may be delivered to users who are not motivated to buy. Setting it all up at once is not a good idea because it may cost you money you don't need to spend. If you only have one keyword, use exact match; if you want to target numerous keywords, use phrase match to attract visitors who are similar to your target audience.

7.#Regarding negative keywords in Google Ads

Choosing the right match type is just the first step in crafting targeted Google Ads. Negative keywords come in next, helping you reach potential customers with laser precision.

What are Negative Keywords?

Think of them as "stop signs" for your ads. They prevent your ad from appearing when someone searches for a specific term, even if your main keywords are included. This ensures your ad budget reaches genuinely interested users.

Why are they important?

Imagine setting "recommended izakaya" for your restaurant ad. Using broad match, you might appear for irrelevant searches like "izakaya job openings." This wastes precious budget and reaches the wrong audience. Negative keywords like "jobs" exclude such searches, directing your ad to potential diners instead.

Setting Negative Keywords:

You can add exclusions individually or create a list for centralized management. Choose the method that best suits your campaign structure. Remember, the most effective time to add negations is initially, but you can always refine them based on actual search terms received.

Bonus Tip: Proper keyword research is crucial for negative keyword selection. Tools like Keyword Planner and Otter Keywords can help identify relevant terms and estimate their competitiveness.

8. It is vital to pick proper keywords for Google Ads.

Good keyword selection in Google Ads increases the likelihood that your ads will show to people who fit your target demographic. When selecting keywords, it is important to search for keywords that are easy to reach your target users and select them according to your budget.

Choose appropriate keywords while conducting product analysis, competition analysis, and user needs analysis. For keyword analysis, we also recommend using tools such as “Keyword Planner” and “Otter Keywords”. By using the tool, you can prevent omissions of keywords and check the bid price.

While using tools well, choose keywords with high advertising effectiveness