PPC Match Types for Recruiters

As any recruiter knows, generating leads online has become more and more critical.  Mobile web traffic is integral, we rarely go very far without our handy-dandy smartphone nowadays.  People are more attached to their phone than their wallets.  How crazy is that?

Today I wanted to talk about match types and the importance of utilizing the right set up.  Match types in the PPC world allow you to cast a small or large net depending on your traffic goals.


Related Post: How Your Recruiting Firm Should Approach Competitor Negative Keywords ➢


 

Google has 4 match types for recruiters using PPC:

Broad match:

Broad match is the default match type that all your keywords are assigned. Ads may show on searches that include misspellings, synonyms, related searches, and other relevant variations. So, if your keyword is “women’s hats,” someone searching for “buy ladies hats” might see your ad.

Broad match modifier:

Similar to broad match, the broad match modifier option only shows ads in searches including the words designated with a plus sign (+women’s hats) or close variations of them.

Phrase match:

Ads may show on searches that match a phrase or are close variations of that phrase, with additional words before or after. Ads won’t show, however, if a word is added to the middle of the words, or if words in the phrase are reordered in any way. Designated with quotation marks (“women’s hats”).

Exact match:

Ads may show on searches that match the exact term or are close variations of that exact term. Close variations here may also include a reordering of words if it doesn’t change the meaning, and the addition or removal of function words (prepositions, conjunctions, articles, and other words that don’t impact the intent of a search). Designated with brackets, the keyword [women’s hats] could show when someone searches on Google for “hats for women.”


Related Post: Black Hat vs. White Hat SEO: What’s the Difference? ➢


 

How to Use Match Types

Here is an example using the keyword example finance recruiter:

Broad: finance recruiter

Broad Match Modified: +finance +recruiter

Phrase: “finance recruiter”

Exact: [finance recruiter]

The match type I really like to play with when optimizing is the broad match modified. This match type allows you to modify a specific keyword to make sure that it is in place, followed by other keywords the searcher is searching for. All while simultaneously minimizing the junk traffic to your website.

Example: +finance +recruiter

These keywords tell the system that as long (finance) & (recruiter) is in the search query, show the ad.  If someone searched IT recruiter, the keywords would not match and your ad would not show up.  This will help your ad reach a highly relevant audience, which in turn helps out your CTR and conversion rates.


Related Post: New Site Launch SEO Checklist ➢


 

Integrating BMM Keywords [Broad Match Modified]

One method we recommend and prioritize is different variations of Broad Match Modified (BMM) keywords. For example, you could run keyword with this match type:

+finance +recruiter

And then the next month or a certain time period run this match type:

+finance recruiter

This match will allow for more traffic but not necessarily the most relevant traffic because you can potentially pull up for tons of searches that have finance in them relating to something else other than just recruiter searches.

You really want to open up to broad matches when you feel you are not getting enough search traffic on the BMM types.  If you do open up to broad matches, make sure you have a vast negative keyword list so that you limit the amount of needless spend.  We recommend avoiding broad match for extended periods of time and watch your account like a hawk if you do so.
 


So, the next time someone tells you that you have an opportunity to increase overall organic visibility on your site, hear them out. Ask them pointed questions about how they plan to drive marketing success.

And if you do find yourself starting a partnership with a marketing agency, here are four ways to build an effective relationship.

What’s your plan for PPC & SEO in 2018?
Let our SEO experts help you during that process!

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Jeremy Delgado

Jeremy Delgado

Sr. Digital Marketing Manager at Parqa Marketing
As Senior Digital Marketing Manager, with over a decade of experience in digital marketing, Jeremy helps companies navigate the digital WebSphere by auditing, analyzing, reporting and creating digital opportunities to help increase awareness, visibility and generate more leads online. Read More
Jeremy Delgado

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