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.
Google has 4 match types for recruiters using PPC:
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.
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”).
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.”
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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.
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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:
And then the next month or a certain time period run this match type:
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.