Match Type | Symbol | Ads for searches | Example Keyword | Example Search Terms for which Ads will show |
---|---|---|---|---|
Broad | None | including misspellings, synonyms, related searches, and other relevant variations | air conditioner | best air conditioners, air conditioners for homes, etc. |
Modified Broad | +keyword | contain the modified term (or close variations, but not synonyms), in any order | +air +conditioners |
best air conditioners, residental air conditioners |
Phrase | "keyword" | are a phrase, and close variations of that phrase | "air conditioner" | "best air conditioners", "residental air conditioners" |
Exact | [keyword] | are an exact term and close variations of that exact term | [home air conditioner] | [home air conditioner] |
Negative | -keyword | are searches without the term | -cheap | air conditioners - >will trigger the add, while [cheap air conditioner will not trigger the ad] |
There are various tools that can be used for conducting competitive research from simple website visits, Google searches to tools like SpyFu, SEMrush, iSpionage and many others.
The trick is not to believe all the data fully from the tools - as these tools pickup data from various sources and not directly from your competitor’s AdWords account. We recommend collating all information from the tools and average-out the findings and use it more as a directional resource.
Marketing Objective | Bidding Strategy |
---|---|
Drive Potential Customers to your website | Cost-Per-Click (CPC) Bidding |
Brand Building and Awarness | Cost-Per-Impression (CPM) Bidding |
Maximise Conversions on your website | Cost-Per-Acquisition (CPA) Biddingg |
Ad Type | Used in Campaign Type | Benefits |
---|---|---|
Text Ads | Search | Reaches Customers who are looking for your product |
Image Ads | Display | Visually showcases your product/service to customers who are browsing online |
App Ads | Search, Display | Reach your Customers on-the-go |
Video Ads | Display | Reach your Customers while they are browsing online with a rich experience |
Rich Media Ads | Display | Reach your Customers while they are browsing online with a rich experience |
Product Listing Ads | Search | Reach your Customers while they are searching for your products/services with a visual |
Call Only Ads | Mobile Search | Reach your Customers on-the-go to drive phone calls |
Extensions | What is it? |
---|---|
Call Extensions | Display of phone number and click-to-call feature |
Site-link Extensions | Links to other related sections/pages of your website |
Location Extensions | Helps customers to find your business - Map Pin and navigation assistance |
App Extensions | Link to Download App |
Review Extensions | Showcase positive 3rd party reviews from well known sources |
Callout Extensions | Description of what you have to offer |
Ratings Extensions | Displays Consumer and Seller ratings |
Social (G+) Extensions | Displays number of Google+ followers your business has |
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