| Now we will learn how to limit the distribution of your | | | | target searches that have searched for your phrase in |
| ad to interested prospects only. | | | | order, this way the ad is going to target the audience |
| Limiting your Ad Distribution | | | | that you intended to target. To do this simply place |
| An essential component of AdWords is the limiting the | | | | your search terms in "quotation marks" ensuring that |
| distribution to those who are most targeted. It is by far | | | | only terms that include both terms in the correct order |
| a waste of your investments to be paying for | | | | will bring up your ad such as toy box, toy box black or |
| unnecessary clicks to your site as well as risking your | | | | wooden toy box. |
| marketing strategy as far as Google are concerned. | | | | Another way to limit the distribution of your ads with |
| Stated on Google AdWords website, each account is | | | | Google AdWords is to use the 'Exact Match' feature |
| evaluated after every 1,000 ad impressions are | | | | which will only display your ad when the exact search |
| delivered. If the CTR (clickthrough rate) for your | | | | is performed, narrowing your results, but targeting your |
| account falls below the varied minimum required CTR | | | | audience very specifically. To do this you would place |
| (which is on average 0.5%) Google will only show your | | | | [parentheses] around your search term. Now, only the |
| ads occasionally on underperforming keywords. | | | | exact search term 'toy box' will cause your Google |
| Keywords then may be disabled if they don't improve. | | | | AdWords ad to be displayed. |
| On the other hand, if you get a very high clickthrough | | | | The final tool we will be discussing is 'Negative |
| rate on a basic keyword you will be paying through | | | | Keywords'. This feature will exclude your ad from |
| the roof so to speak so how do we moderate the | | | | being displayed when any word is searched along side |
| CTR, and get your ads specifically to your targeted | | | | of your keyword. For example if you use the word |
| audience? | | | | 'free' as a negative keyword your ad will not be |
| The answer is simple. Use Google's built in tool which | | | | displayed when the word free is used as part of the |
| provides | | | | search term. To do this you need to place a minus |
| Phrase Match | | | | sign in front of your search term. Therefore if you |
| Exact Match | | | | want to exclude all searches for 'free toy box' and |
| Negative Keywords | | | | 'plastic toy box' our keyword list would include the |
| The default setting for AdWords is 'Broad Match', | | | | following:freeplastic |
| which will bring your site up for a search using a | | | | The information in this article will instantly place you into |
| keyword which is the same as one of the words in | | | | a group of Google AdWords marketers who have top |
| your search term but has a completely different | | | | clickthrough and conversion rates even if you have no |
| meaning eg, if you were advertising toy box in a broad | | | | prior Google AdWords experience you should by now |
| match your ad will be shown when somebody | | | | be able to be top competition for others in your |
| searches for wooden box, toy cars, toy dolls, box sets | | | | category. |
| etc. These searches are far from targeted! | | | | Our next installment of this series of articles will be |
| Making Sure Your Ad is Targeted | | | | explaining Bid Strategies and will be available for your |
| One way to target your ad appropriately is to use the | | | | benefit in the next couple of days. |
| 'Phrase Match' feature in Google AdWords. This will | | | | |