Exact Phrase Match

Exact Phrase Match Critical for PPC Rates

Knowing the pros and cons of exact phrase match versus broad match when choosing keywords can be crucial to determining a successful PPC click through rate. While one option might lead a broader range of searchers to your door, the quality of those searchers proceeding through your door will differ. If your goal is to have visitors click on your site and engage with your product or service, then knowing the caliber of your clickers is vital.

Choosing Exact Phrase Match or Broad Match

When you are choosing the appropriate keywords for your site, you need to have a clear idea of exactly what your goals are. If you want to boost the number of your unique visitors, then opting for broad match keywords might be the option that is best suited to your needs. Whether you are using these keywords in your Adwords campaigns or in your site content, choosing broad match keywords will allow you to engage with more readers. Whether those readers turn into customers depends upon the quality of the content they find when they reach your site. When you allow broad match keywords in your Adwords campaigns, this brings a larger volume of readers to your website. As they are finding you via a “loosely targeted” keyword, when they arrive on your website they may find that your products or services are not what they were searching for at all. While their initial click on your site will count in your analytics as a unique visitor, when they do not stay on your site nor engage with your site, your bounce ratio will be affected. Not only are they bouncing directly away from your site but they are also not converting to a sale. This is one factor that you need to bear in mind when you opt for broad match phrasing versus exact match phrasing. Do you want less high quality clicks on your site or do you want more clicks that may or may not convert? This is a decision that only you can make based upon what your goals for your website are.

If your preference is for quality over quantity, then opting for exact phrase matches might suit your needs more effectively. By opting for exact phrase keyword matches, the chances of your website clicks converting greatly increase. While you may receive less unique visitors, the likelihood of them finding what they are looking for on your website is often enough to get many website owners to opt for exact phrase matches. If your website is well optimized to retain their attention and click through opportunities, then the chances of their clicks converting to sales increases even more.

The same theory applies whether you are choosing keywords for an Adword campaign or when you are optimizing your content. While broad match keywords and phrases might bring more readers to your content, the chances of them remaining on your site and engaging with your content depend greatly upon what they find once they land on your site. Synonyms might get them to you, but it is relevant content that will keep them there.

When you are setting up a PPC campaign, Google’s system automatically sets broad match phrasing as its default option. If you want to attract a more profitable click through customer, then choosing exact match phrasing during the setup phase might be an option for you to consider. Not all marketers opt for this scenario though, so it is up to you to determine what is in your best interests. Many marketers just starting out will initially opt for more clicks in the hopes of stacking the odds in their favor. They believe that what a searcher finds on their site will be enough to entice them to peruse the website even further. Whether this is true, remains to be seen and can only be determined by the quality of your website’s content.

Another important factor that is often overlooked is the option of negative keywords. Choosing this as an option helps you to keep your site from appearing in search results that you have pre-determined are not conducive to your ultimate goals. If your products or services are often found by inadvertent searches that do not convert to sales, this might be an opportunity to check out negative keyword options within your pay per click set up. If you know ahead of time that a reader who finds your site through inadvertent keyword confusion is going to increase your bounce rate, then heading them off at the pass only makes sense. Why pay for a click that you already know is not going to convert?

Exact Phrase Match vs. Broad Match

Picture of exact phrase match questions
Exact Phrase Match or Broad Match?

Whether you choose exact phrase match or broad match keywords, remember to include the use of long tail keywords within your site’s content. While they may not have a significant impact upon exact match searchers, they will definitely have an impact upon your conversion rate. The whole point of a Pay Per Click campaign is return on investment. If you can stack the odds in your favor in regard to your ROI, then why would you not consider using long tail keywords within your data?

The same applies to creating a landing page for your Adword investment. Rather than have clickers have to navigate your site all on their own, setting up a landing page for your Adwords campaign is a simple step that will significantly impact upon your ROI. Make sure that the keywords and information you include in your PPC campaign are prominently featured on your landing page too. Once a searcher hits your landing page and determines that they have indeed found what they are looking for, the chances of them engaging further with your products or services greatly increases. Just like Hansel and Gretel leaving breadcrumbs, making the journey to your site easier and more relevant for searchers only helps to increase your bottom line.

Determining which path to pursue is no easy decision for most marketers. Whether you are selling a service or a product, knowing which option will provide you with the best return on investment is often a case of trial and error. Experience often brings wisdom, but you do not want that experience to come at a high cost to your bottom line. If you can be aware of the pitfalls and varying options ahead of time, you are in a much better position to make a sound financial investment in your business. By being aware of what your different options are when you are setting up your advertising budget and content creation, you can choose the options that work in your favor in the strongest way. In order to get the most bang for your buck, you want to be smart with the investment of not only your money but your time also. Choosing keywords that deliver relevance and revenue is a winning scenario that you cannot afford to overlook. Unless you have unlimited funds to throw around while you resort to a trial and error PPC campaign, the choice is pretty clear. Opt for the keyword option that delivers to you the goal results that you have for your site. Only then will you ultimately be happy with the final outcome. No one else can determine for you what your results should be. Pick the path that suits YOU the best, and then lay the breadcrumbs to make that path easily followed.

Shawn Manaher

Shawn Manaher is the founder and CEO of The Content Authority. He's one part content manager, one part writing ninja organizer, and two parts leader of top content creators. You don't even want to know what he calls pancakes.

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