Google Ads Tutorial

Pros and Cons of Different Types of Keywords in Google Ads

Pros and Cons of Broad Match Keywords

There are several benefits of using broad match keywords. These benefits include:

  • A high number of views

  • Less time required to create keyword lists

  • Finding traffic for all the relevant queries

On the other hand, the broad match keywords may bring irrelevant traffic. The number of impressions may be higher, but the rate of conversion may not be great. The ad sometimes appears for keywords that are not that relatable.

Pros and Cons of Exact Match Keywords

Exact match keywords tend to bring the most relevant visitors, so the CTR is mostly high. These keywords are specific and targeted and bring people who are looking to make a purchase. 

Another benefit is that if you are using exact match keywords, you don’t have to worry about negative keywords.

On the flip side, the cost-per-click may be high because of the limited number of impressions and clicks. It will then consume more money. In some cases, you may miss out the potential customers who are looking for your products but are not typing your exact keywords. 

For instance, if your exact match keyword is ‘mens tennis shoes’, then you will miss the traffic for keywords like tennis shoes, even if the searcher is a man. 

Pros and Cons of Phrase Match Keywords

Phrase match keywords optimize the conversion rate by narrowing down the target of your ad, reducing irrelevant traffic, and bringing in qualified visitors. This increases the CTR and eventually the conversion rate.

Furthermore, you can save on costs as phrase match keywords help in avoiding irrelevant traffic. 

On the other hand, the keyword bids for phrase match keywords are more expensive. Since these keywords improve the conversion rate, your competitors are also bidding on these keywords, which increases the bidding cost.

Pros and Cons of Negative Match Keywords

One of the main benefits of negative keywords is that it prevents you from spending on clicks and traffic that is not relevant for you.

Negative keywords enhance CTR. Additionally, the ad groups become more relevant to optimize the quality score. 

However, it takes in-depth research to find the right negative keywords, which can be time-consuming and tricky. You can’t rely on a single term to find negative keywords. 

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