Embedded match on Google Adwords

With your adwords campaign its possible to get excellent results when using proper keyword matching. Google offer the options of Broad Match, Phrase Match, Exact Match and Negative Match when setting up your key words and phrases for your online advertising campaign. By effectively using these features, its possible to create what is referred to as an Embedded Match.

According to the Google help page:
(https://adwords.google.com/support/bin/answer.py?answer=6100&hl=en_US)

What are keyword matching options?

There are four different keyword matching options, each specifying a different way for a keyword to interact with search queries. With some options, you’ll enjoy more ad impressions, clicks, and conversions; with others, you’ll get fewer impressions and more narrow targeting. By applying the appropriate matching options to your keywords, you can best meet your ROI goals.

Your options are:

    Broad Match – This is the default option. If your ad group contained the keyword tennis shoes, your ad would be eligible to appear when a user’s search query contained tennis and shoes, in any order, and possibly along with other terms. Your ads could also show for singular/plural forms, synonyms, and other relevant variations. For example, you ad might show on tennis shoe or tennis sneakers. Run a Search Query Performance Report to see what keyword variations trigger your ad. Check out this blog post to learn how broad match can help you reach more customers (English only).

    Phrase Match – If you enter your keyword in quotation marks, as in “tennis shoes,” your ad would be eligible to appear when a user searches on the phrase tennis shoes, in this order, and possibly with other terms before or after the phrase. For example, your ad could appear for the query red tennis shoes but not for shoes for tennis, tennis shoe, or tennis sneakers. Phrase match is more targeted than broad match, but more flexible than exact match.

    Exact Match – If you surround your keywords in brackets — such as [tennis shoes] — your ad would be eligible to appear when a user searches for the specific phrase tennis shoes, in this order, and without any other terms in the query. For example, your ad wouldn’t show for the query red tennis shoes or tennis shoe. You likely won’t receive as many impressions, clicks, or conversions with exact match as you would with broad match. However, if you’ve carefully constructed a comprehensive keyword list, the traffic you do receive may be more targeted to your product or service.

    Negative Keyword – If your keyword is tennis shoes and you add the negative keyword -red, your ad will not appear when a user searches on red tennis shoes. Negative keywords are especially useful if your account contains lots of broad-matched keywords. It’s a good idea to add any irrelevant keyword variations you see in a Search Query Performance Report or the Keyword Tool as a negative keyword. Learn more.

Remember, no matter which matching options you use, it’s important to only use keywords that accurately describe your product or service.

What I like about this whole system is that if you use these options together, you can creat an embedded match, which is able to help you run an incredibly effective campaign.

Setting up an Embedded Match

To start a basic embedded match campaign, setup three different adverts for the same website, these adverts are going to be shown at the same time, but to different users, depending what they search for. As such, each advert should be targeted for that specific user/visitor profile.

Advert 1 = Exact match advert

Make sure all the key phrases in this advert are in [square brackets]

Advert 2 = Phrase Match

Make sure all the phrases in this advert are in “quotation marks”. Once you have these setup, also add negative -[exact match] key phrases, use the same ones as in your first advert. What you are doing here, is targeting the phrase, but NOT showing the advert at all for the exact matches on advert one. So advert 1 and advert 2 will always be shown seperately.

eg: “key phrase 1″, “key phrase 2″, -[key phrase]

Advert 3 = Broad Match

In this advert, simply type the target key phrases without the square brackets or quotation marks. Once you have all your key words, also add negative “key phrases”, so that your advert is not shown when a user searches using your exact phrase. eg: key phrase 1, key phrase 2, -“key phrase”

By doing all of this, you have segmented your target audience, and can create adverts specifically for each demographic. If you think of a dart board or target, your bulls eye is the traffic from advert 1, the second ring is the traffic from advert 2, and the third ring, is the traffic from advert 3.

That is how you setup an Embedded Match. Hope you find this useful, it works like a charm for me :)

Cheers for now

  • http://legit-onlinemoney.blogspot.com Khareem Cabey

    good info, i’ll continue reading. i enjoy your post..

    make money online fast
    way to make money

  • http://www.amitchawla.com Amit Chawla

    Hi, Its really nice. Thanks for the information.

  • http://www.endsmokingandalcoholism.com Josh

    Good info for beginners, but I still don’t understand the benefits of using broad match, as it’s much harder to track where your successful traffic is coming from, not to mention which of your ads is performing best for each specific keyword.

  • http://myfapturboresults.com My FAP Turbo Results

    It’s been a while since I’ve been at your blog. Glad I stumbled across it today. Got ya bookmarked and into my reading list now.

    Great tips on embedded match. I’ve actually been pulling my broad match stuff out into an entirely separate campaign though. And in addition to negative matching the phrase and exact match versions of the phrase, I’ve been negative exact matching the single terms in the keyword phrase where applicable.

    Now my broad match groups are performing much better. I like to pull broad match out to it’s own campaign because it was dragging down the overall performance of my primary campaigns.

  • http://www.infinitycarfinance.co.uk Car Guy

    As Josh said Good info for beginners, but I still don’t understand the benefits of using broad match, as it’s much harder to track where your successful traffic is coming from, not to mention which of your ads is performing best for each specific keyword. Great blog, thanks for the post, very informatve

  • http://www.onlin-how-to.com Srihari Padmanabhan

    I know Adwords can bring you targeted traffic which you can convert to sales later. But i created a campaign with Google Adwords which took more than a week for approval. Aslo i did not get much impressions for the CPC that i paid ( high comparitively ). I then cancelled my campaign and moved on to article marketing. I have been successful so far with no money spent.

  • http://moparmadness.tk MOPAR FAN

    Thanks…..awsome site.

  • http://mr-joko.blogspot.com/ Make Money Online

    Good info for beginners. I’ll continue reading. i enjoy your post..

  • Rose

    Hi,

    When you say “Setup three different adverts for the same website,” do you mean set-up 3 different ad groups within 1 campaign. With each ad group having it’s own type of keyword match assigned to it i.e Exact?

    Thanks

  • http://www.rain-clouds.com Marketing Guru

    Awsome Marketing tips. Thanks. Does anyone use the RainMaker Criagslist Software to market their business?

  • http://adsense-to-you.blogspot.com Fendy

    Thanks for the tips?Really help me.

  • http://bosmol.com Social Media

    Nice, very useful. That has cleared up a lot of things.

    Don’t forget the newest match type -Embedded Match Keyword Targeting:
    Embedded match is a sophisticated form of keyword matching that allows you to prevent your ad from appearing in relation to certain phrase or exact matches. This is popular when an advertiser sells merchandise related to a movie or book, but not the actual movie or book.

    Example: An advertiser selling merchandise for the movie Toy Story merchandise might use the embedded match option of a negative keyword and exact match on -[Toy Story]. This way, the advertiser’s ads appear for Toy Story dolls and Toy Story products, but not for the exact match Toy Story

  • http://bosmol.com Social Media

    Nice, very useful. That has cleared up a lot of things.

    Don't forget the newest match type -Embedded Match Keyword Targeting:
    Embedded match is a sophisticated form of keyword matching that allows you to prevent your ad from appearing in relation to certain phrase or exact matches. This is popular when an advertiser sells merchandise related to a movie or book, but not the actual movie or book.

    Example: An advertiser selling merchandise for the movie Toy Story merchandise might use the embedded match option of a negative keyword and exact match on -[Toy Story]. This way, the advertiser's ads appear for Toy Story dolls and Toy Story products, but not for the exact match Toy Story

  • http://www.texasdefensivecourse.com Texas Defensive Driving

    Yes, This is really a good mix of all the matches. I was not aware of the embedded match and this post has really made me know about the embedded match. From now on i will keep an eye on this type of match too.

  • http://www.texasdefensivecourse.com Texas Defensive Driving

    Yes, This is really a good mix of all the matches. I was not aware of the embedded match and this post has really made me know about the embedded match. From now on i will keep an eye on this type of match too.

  • http://wwww.drgolshani.com Breast implant Surgeon

    Embeedded match is a nice feature that has been added to AdWords

  • http://wwww.drgolshani.com Breast implant Surgeon

    Embeedded match is a nice feature that has been added to AdWords

  • http://www.idrivesafely.com/Texas Defensive Driving Texas

    Exact Match is only what i always check, but has learned some new method called as embedded match.

  • http://www.idrivesafely.com/Texas Defensive Driving Texas

    Exact Match is only what i always check, but has learned some new method called as embedded match.

  • http://www.acquisix.com Telemarketing Services

    I came across your blog looking for how Adwords work. Thanks for the info! I’ll study more about this to optimize my campaign!

  • http://www.acquisix.com Telemarketing Services

    I came across your blog looking for how Adwords work. Thanks for the info! I'll study more about this to optimize my campaign!

  • HERBYCLOPEDIA

    Very interesting post.

  • http://WWW.HERBCYCLOPEDIA.COM HERBCYCLOPEDIA

    Very interesting post.

  • http://www.searcheccentric.com/ SEO India

    An
    effective keyword selection is one of the most important factors for any online
    advertising campaign. Google has introduced its categories for any keyword research
    of Broad Match, Phrase Match, Exact Match and Negative Match.
    I personally believe that this feature of Google adwords tool is more useful to
    create any keyword research.
     

  • http://www.searcheccentric.com/ SEO India

    An
    effective keyword selection is one of the most important factors for any online
    advertising campaign. Google has introduced its categories for any keyword research
    of Broad Match, Phrase Match, Exact Match and Negative Match.
    I personally believe that this feature of Google adwords tool is more useful to
    create any keyword research.
     

  • http://www.register-web-domain.in How to register a website

    Hi, 

    I really love all the good products and its invention.. Now a days, Google is getting more developmental work and it is highly appreciated. 

  • http://www.register-web-domain.in How to register a website

    Hi, 

    I really love all the good products and its invention.. Now a days, Google is getting more developmental work and it is highly appreciated.

  • http://www.outsource-website-design.com/ outsourcing websites

    Thanks for providing such useful information. I really appreciate your professional approach. I would like to thank you for the efforts you made in writing this post. I am hoping the same best work from you in the future as well. 

  • http://www.outsource-website-development.com outsourcing web developers

    Thanks for providing such useful information. I really appreciate your professional approach. I would like to thank you for the efforts you made in writing this post. I am hoping the same best work from you in the future as well.