If you advertise your website on Google AdWords, chances are that you found out that you can spent a lot of money on AdWords without getting a lot in return.
The reason why is that they use the wrong settings in their campaigns.
Long tail keywords convert better and there are a lot of them
Several studies found out that long tail keywords have a much higher conversion rate than single word keywords.
Long tail keywords keywords that consists of 4 or more words.
According to a recent study, more than 18% of searches contain five or more keywords. In addition, Google says that "20% of the queries Google receives each day are ones [they] haven't seen in at least 90 days, if at all."
The facts above indicate that it might be a good idea to use broad match for all of your keywords.
Google recommend to use broad match with your keywords:
"Broad match is a great way to capitalize on those unexpected, but relevant queries. When you include a keyword as a broad match, your corresponding ad is not only eligible to appear alongside queries with that exact spelling, but it can also capture keyword expansions that include synonyms, singular/plural forms, relevant variants of your keywords, and phrases containing your keywords."
Unfortunately, it's not that easy. If you use broad match for all keywords then your ads will be shown for a lot of unrelated searches and you'll pay a lot of money without getting something in return.
For that reason, it is important to exclude the long tail keywords that are not related to your website.
Negative keywords will increase your conversion rate
You can enter so-called negative keywords in your Google AdWords campaigns.
If a long tail keyword contains one of your negative keywords, your AdWords ads won't be displayed.
For example, if you enter "-free" as a negative keyword, your AdWords ad is not displayed if someone searches for free things. Negative keywords are an excellent tool for excluding Internet users looking for free items only.
You can also use negative keywords to display an ad for specific target groups.
If one of your keywords has multiple meanings ("leonardo" would trigger "leonardo dicaprio" and "leonardo davinchi") then you should add negative keywords that remove the unrelated searches.
Broad match can help you to get more customers but you have to be very careful with that option. If you use broad match with your keywords.
Remember to use negative keywords so that you don't pay for unwanted traffic.
