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What is a phrase match when bidding on keyword auctions in a Google Ad Words campaign? We covered broad match and broad match modifiers in other videos, now a phrase match essentially says, “Hey Google, I’m willing to bid on any keyword, any search that includes these words in this order. So I’m okay if people search something in the front of it or whether they search something in the back of it. So they say real estate, top real estate agent, that’s okay. Best real estate agent, that’s okay. Real estate agents that does short sales. That’s okay. Real estate agent commercial. That’s okay. I’m willing to bid on all of that.” And you can add some negative keywords. I’ll cover those in another video to take out certain of those terms if you don’t like them. But as a general rule, I’m willing to pay for real estate agent as long as that phrase is kept together.
Now the second somebody puts something in the middle of it, I’m not willing to bid on it anymore. Okay. Now Google does have the right to look at close similarities, but you’re saying, “I want to bid on real estate agents and I want it to be a phrase and I want to keep these together and I don’t want anything on the middle, but I’m okay with at the front and I’m okay with what you put on the end.” That is, in my experience, broad match and then using negative keywords, which I cover in another video, is the best in my opinion, the best for getting data, getting clicks, but not risking everything by doing broad match. That’s just way too general.
Now you could do something like this and say, “Here’s my ad. My ad group is real estate agent. I’m willing to spend $2.00 on it. And my phrase match is real estate agent. But I don’t want somebody to type in commercial, no space, commercial or I don’t want somebody to type in apartments okay.” So what you’re saying is, “I’m willing to bid on real estate agent, but I want these to be added as negative keywords for my ad group because I don’t want to bid on anybody that’s looking for anything commercial and I don’t want to bid on anybody that’s looking for apartments. If they put them in the front of real estate agent or they’ve put it behind real estate agent. I’m not a rental agent, so if anybody types in the word rental, I don’t want to pay for that.” So that’s how you can use your phrase match and your negative keywords in a combination.
And don’t worry, once you create the ad group, you can actually go back in and add negative keywords very simple, by clicking on the plus sign and just adding and it will give you the negative keyword option. And anytime you see that you’ve paid for something that you don’t want to pay, Google shows you every phrase you’re paying for. And I’ve another video on using negative keywords for that information. And you can get rid of any of those terms that people are using, that doesn’t fit you so that you can better target and really hone this in and get the most amount of clicks for the least amount of money in your Google Ad Words campaign. And the highest conversion, which would also then hopefully mean the lowest cost per lead and the lowest cost per sale.