We all know that Google and Facebook dominate the paid advertising industry.

Advertisers that have maxed out their target audience reach on these platforms need to look elsewhere for incremental gains.

Alternative PPC platforms:

Quora

Quora is a unique, high-intent advertising platform, ideally suited to reach customers as they evaluate and research a product or service.

The content on Quora is organized in the form of questions and answers. A question is tagged with one or more topics (e.g. small business or startups).

With Quora Ads, you have the ability to target the content on Quora (contextual targeting) or target certain people based on behaviors (people-based or behavioral targeting).”

In terms of reach, Quora currently has a worldwide audience of more than 300 million monthly unique visitors.

Linkedin

If your company is B2B, LinkedIn is the first ads platform you should test. LinkedIn offers business targeting options from targeting specific job titles to doing ABM (Account Based Marketing) focused on specific businesses.

Now owned by Microsoft, LinkedIn is a wealth of information and audiences for advertisers to target for the professional set.

More than 500 million professionals are on LinkedIn and they can all be targeted by professional criteria, such as job title, seniority, company, and many more.

Pinterest

Pinterest has 200 million active monthly users who are researching trends, ideas, and products and many of them are in the mood to purchase.

The users skew majority of women at 70 percent, with 40 percent earning $100,000 household income.

A robust Pinterest presence will improve results as shares and saves on Pinterest stick around and done cost the advertiser.

Ask Sponsored Listings

This search engine isn’t anywhere near the size of Google or Bing, however, its focus on specific verticals makes it an opportune network for certain advertisers.

Its search network claims a reach of more than 73 million unique users while its content networks boasts over 34 million unique users. Advertisers bid on ad placements using a CPC model.

BuySellAds

BuySellAds is by far one of the largest networks you can use to effectively disseminate your banner ads around the web. According to the BuySellAds team, they have a huge client roster, with over 4,500 advertisers using their native, display, email, and sponsored content placements.

It’s a convenient marketplace with transparent processes, which provides a good choice of high-quality sites, especially in internet and tech niches.

Short conclusion

As you can see, there are many alternatives to Google Ads and Facebook Ads that diversify your marketing mix. By integrating more channels into to your daily advertising strategy, you will incorporate a larger audience, build a funnel, gain more sales over time, and have touch points across all network types on the web.

Google dominates when it comes to search engine traffic, making it easy to find people interested in your products and services.

While that’s a huge benefit, it also comes with a massive downside:

Competition.

Meanwhile, people brush off Bing like it’s a joke.

And that’s good for business:

Less competition.

Bing might have less overall usage and therefore less traffic, but what if you could capture that traffic without competing against dozens of advertisers?

Bing PPC

Bing PPC ads operate on Microsoft’s three popular search engines: Bing, Yahoo, and AOL.

When you use Bing campaigns, your content is shared across all of these platforms at once. With over five billion monthly searches being made on the Microsoft network, this makes Bing PPC a notable marketing tool for paid ad campaigns.

In terms of functionality, Bing PPC ads work similarly to Google ads. You bid on keywords based on their traffic volume, then your ad is displayed when that keyword is searched, and finally, you pay Bing whenever a visitor clicks on your ad.

How do Microsoft(Bing) work?

Bing Ads work slightly differently than Google Ads.

Bing is currently owned by Microsoft, who also owns Yahoo and AOL.

Advertising on Bing means that your ads will display on all three search engines: Bing, Yahoo and AOL.

On top of that, Bing Partner Sites allow you to display both text and visual-based ads.

Are clicks on Bing Ads cheaper than Google?

Bing Ads has a reputation for lower costs-per-click than Google, in large part because of less competition. For one of my clients, the average CPC last month on Google Search was $3.96, but only $2.15 for identical keywords in Bing Ads, and Bing gave us higher ad positions.

To help you estimate CPC, Bing has its own Keyword Planner tool within the Bing Ads dashboard.

Why use Bing Ads?

Bing Ads is one of those overlooked gems in an advertiser’s arsenal. Though the platform is smaller than Google, its users are often more engaged. Clicks may be less expensive on Bing than on Google. You can easily import your Google campaigns. And, by ignoring Bing, you may be missing out on customers looking for exactly what you have to offer.

PROS AND CONS OF BING

Pros: Bing + Yahoo. Although not close to Google, Bing is the second most used search engine.  It’s AdCenter also serves ads for Yahoo, generating a Yahoo Bing Network which represents both engines combined. Therefore, with Bing ads, you are reaching two different audiences.

Pros: Less Expensive. Bing is less popular than Google, so it can mean that there is less competition for keywords, generally lowering the bidding price (but not always).

Pros: Larger Character Limit. Bing allows for a 40 character title, while Google has a 25 character limit. This can help give you more targeted ad text and keyword specificity on Bing.

Pros: Top-of-Page Ad Placement. Bing shows more ads at the top of the search engine page when compared to Google, which is a highly desirable ad placement because those are most easily found and seen.

Cons: Less Traffic. Bing has a much smaller market share than Google, so if you concentrate too much there,  you could lose potential customers who are not using Bing or Yahoo as their search engine.

Short conclusion

Each company is different and each buyer is different, so it is important to consider all options when it comes to generating targeted traffic to your site.  But if you have the budget, and are careful about implementation, give Bing PPC a try!

To run scalable PPC campaigns, you need to keep working on bringing down the cost-per-acquisition (CPA) metric on your PPC leads.

Optimizing your PPC landing pages is one of the surest ways to do this … as doing so gives you a substantial increase in your conversions, without needing you to increase your ad spend.

How to improve your landing page for lower PPC cost?

Create a Testing Strategy

Almost everything on a PPC landing page can be tested — right from its headline to its form.

What should you test first? The answer lies in your data.

For example, if you are seeing poor conversion rate on your landing page you can dug into Google Analytics. In there you found that huge part of your traffic was actually using their mobiles to access it.

You noticed an unusually high dropoff rate for this traffic segment.

Why is it so?

Maybe your landing page uses multi-column layout making it very difficult to use on mobiles. Not just that, the form maybe also had too many compulsory text fields and didn’t use an optimized design either.

Provide relevant, useful and original content

When creating your ad groups, be sure that your final landing page is directly relevant to your keywords AND text ads.

If you are debating relevancy, it is best to create a separate ad group for those keywords in question even if you are planning to send users to the same landing page.

Also evaluate the landing page itself. Does the page contain useful information that matches exactly what you’re advertising?

Make it easy for customers to navigate your site 

Help users to find important pages quickly and easily, including mobile sites. The best way to do this is to optimize your navigation layout.

Design a site architecture that allows you to create very detailed pages for specific AdWords campaigns deeper into your site hierarchy.

Improve the Relevancy between your Paid search ads and Landing pages

If your post-click landing page bounce rate is high, it could be because your landing page isn’t relevant to the ad the searcher clicked on. And the searcher left because they didn’t find what they expected to find.

For Google Ads, being relevant means:

that your ads, keywords, and landing page are all closely related to the terms a customer might be searching for.

Work on an Optimal Landing Page Experience

Google has given some very actionable tactics for improving a PPC landing page’s experience here:

• Offer relevant, useful and original content
• Promote transparency and foster trustworthiness on your site
• Make mobile and computer navigation easy
• Decrease your landing page loading time
• Make your site fast

How to Check Your Quality Score and Landing Page Experience

It’s easy. All you need to do is hover over the speech bubble next to the individual keyword, and a text box will appear.

If you see “Average” or “Above Average”, you’re in good shape. If you see “Below Average”, you’ll want to revisit the page and investigate why.

Revisit the list above, or talk to your Cazbah Internet Marketing Consultant about how to improve your landing page experience.

Short conclusion

Your landing pages do a lot of heavy lifting in your PPC campaigns. And even slight improvements to your PPC landing pages can result in more conversions and lower bid prices for your campaigns.

But to make effective changes, you must start from a place of data because that’s how you can unlock your current conversion barriers. So look at your data and learn what’s not working. And then test what you believe to work.

Sometimes it’s good to be negative. Thoroughly negative. You might not want to be negative when you’re out with friends, but when you’re managing the keywords for your PPC accounts, being negative can be a very good thing.

Negative keywords are an integral part of any successful PPC campaign, stopping your adverts from appearing when a search query includes a term that is not relevant to your ad.

What Are Negative Keywords?

Negative keywords are words you can add to your PPC account that will prevent your ads from showing if a search query includes them.

For example, if you added “blue” as a negative keyword, your ads would not show if someone searched for “blue sweater.”

How to find your negative keywords

We will talk about two ways you can find your negative keywords.

They are:

• Search Query Report in your AdWords account
• Use your market knowledge and common sense

Search Query Report in your AdWords account

This will tell you what people are searching for. What search queries are triggering your ads? If your ads are being shown for searches using terms that are unrelated to you, add them to your negative keyword list.

Use your market knowledge and common sense

You might already have an idea of the search queries that you don’t want to trigger your ads. This may include terms like cheap or free.

If  You Don’t Have A Negative Keyword List, You Are Wasting A Lot Of Money

Your paid search ads should only show to people that need your service. AdWords is designed to be super easy to set up, but hard to master.

I would love to see Google have an “Add Negative Keywords” required step for an ad campaign. Most business owners have no idea what a negative keyword is and almost none know where to find the setting.

I see many businesses throwing money away on searches that will never result in a sale.

How to Use Negative Keywords for PPC

Negative keywords, like regular keywords, can have different match types. So you can have quite a lot of control over which search queries trigger or don’t trigger your ads.

Negative keywords for PPC can use broad, phrase, and exact match types.

These work just like regular keyword match types (though negative keywords set for exact match work the old way negative matches used to work; hopefully Google will not make negative keywords work the way the new negative match type works.)

How to Add Negative Keywords to Your PPC Account

To see the negative keywords in your Google Ads account, go to the “Tools and Settings” option in the top grey navigation bar. Look for the screwdriver icon to find it.

Then click on “Negative keyword lists” in the pop-up menu. You can add your negative keywords in the next screen. You can also add negative keywords from within any campaign or within ad groups.

Short conclusion

PPC is part of the overall online marketing mix. If you are solely dependent on PPC for leads, once you turn off PPC, the leads will disappear.

Don’t get dependent on PPC. You need to be able lower your PPC budget during slow months and still get leads from people searching online.

The real issue for many real estate agents who find PPC not so great is that they get started without a comprehensive plan for success.

Doing this right will result in immediate clicks through to the site, visitors who find what they seek, and real qualified leads.

How to Make a Real Estate Ad That Converts

There are steps you can take to make sure every ad is optimized, no matter where it appears. Use these tips on a variety of platforms for a consistent ad experience.

Target Customers By Region & Interests

Choose to narrow your audience by location. Enter relevant zip codes when prompted. Then add interests like “first time home buyer” for targeted keywords.

You can also add popular and relevant websites here too. Try including Realtor.com, Zillow, Redfin, and Trulia.

Choose Your Key Objectives

First of all, decide how you’ll measure the success of your ad. Use Key Performance Indicators (KPIs) like impressions, click through rate, and cost per action.

Different KPIs measure different goals, so know what you want to achieve before you choose one.

Make Every Ad Feel Personal

Showcase real customers who love their new pads. A potential home buyer who views this kind of real estate ad can identify with a happy family.

8 Tips for a successful campaign

• Do keyword research.
• Use your unique selling proposition (USP) to your advantage.
• Find your compelling offer and make it a part of your ads.
• Write ads that stand out from the competition.
• Use a high-converting landing page that is mobile responsive.
• Don’t forget to install your conversion tracking.
• Use correct campaign settings.

Let’s talk a little bit about real estate websites. It’s important that they are properly optimized.

The Landing Page

You do not want any of your ads linked to your website homepage! That’s not going to get you leads.

Start thinking of your site content in more tightly focused topics. Our example will be the desire to generate a buyer lead in a specific neighborhood, let’s call it “Great Neighborhood.”

It’s a large subdivision where you specialize in helping buyers and sellers.

You may, or even should, have several articles or pages of content about Great Neighborhood, but for our example, we’re going to work on ” Great Neighborhood Subdivision Homes for Sale” for our title.

We’re going to create a page with some very specific information about this neighborhood, what makes it desirable to buyers, and why you’re the agent to contact.

The Call-to-Action

We’re going to get them to this page with our ad, but if we don’t get them to provide their contact information, we’re spinning our wheels.

Let’s create a historical Property Sold Report from the MLS for this subdivision. It can be made into a PDF file and set up for automated delivery if they fill out a form with their contact information and email address.

How the Ad Should Look

Now that we have our landing page created just for this ad campaign, we know they will go directly to the information they want.

Google tracks their time on site and clicks activity, so Google’s data will be able to tell that they are happy as well.

The special report offer is our call-to-action, and it’s how we’ll generate the buyer lead. They find what they want, read all about it, and see a valuable extra report that will give them sold property information for the area.

Short conclusion

Real estate agents know it takes time to convert leads. As a result, the real estate industry isn’t known for its overnight success stories.

Successful agents work hard to build their client network, showcase properties and provide great content every single day.

Ad Scheduling is also known as “day-parting.” It is one of the most important features of Google Ads, which lets you schedule your campaign ads for specific hours of a day or days of a week.

With ad scheduling could reach out your potential customers at the right time when they are more likely to perform an action or convert.

Google Ads also gives you the power to adjust your bids based on hour of day and day of the week cycles in campaign performance.

How Ad Schedule works

In Google Ads, not only you can choose the days of the week on which you want your ads to run but it also lets you customize time for each day.

Not only that, it allows you to create multiple ad schedules too for each day you schedule. For example: Monday 8:00 AM – 10:00 AM and Monday 1:00 PM – 5:00 PM i.e. same day with multiple ad schedules.

Moreover, you can do bid adjustments for each and every single time block that you create.

Ad Scheduling Trends and Data

For example, DIY and home improvement industries tend to do well on weekends. In contrast, B2B companies tend to do well Monday through Friday between 9:00AM to 5:00PM, with very poor performance outside of these business hours.

Of course, there are industries that are less likely to find dayparting valuable; for example, consumer shopping clients typically experience symmetrical performance during all hours of the day.

Best practices for mobile bid adjustments

Listen to the data – This is not a time to go trust your intuitive side. If you make a wrong adjustment, you could be spending more just because, without making any positive impact.

Device-only campaigns – You have the option to run mobile-only, tablet-only, or desktop-only campaigns. Additionally, you can avoid these three categories, too.

Avoid bid adjustments if – you’re not seeing any competition and/or your position is already healthy, then there’s no real reason to make a bid adjustment.

Avoid bid adjustments if – you don’t have data to rely on. You may be in this boat if you’ve just newly launched a campaign.

Don’t stress about having multiple campaigns for different devices – That’s not the goal here. Google Ads wants you to have more control over your existing campaigns—not cause you more headache.

Do not set it and forget it – Bid adjustments require consistent monitoring.

Take note: If you’re automating your bid strategy, beyond just maximizing clicks, it’s not possible to use AdWords ad scheduling for bid adjustments.

Short conclusion

Right approach to Google Ads ad schedules and scheduled bid adjustments can make an immense impact on your Google Ads campaign performance.

Have you tried ad scheduling in the past? If yes, have you seen success (or failure)? Do you see any interesting dayparting trends within your particular industry?

The exact algorithm which Google uses to create audience lists is a heavily guarded secret, much like the recipe of some other famous brands, like Coca-Cola.

Google can take audience lists, like custom match lists, for example, and use those to create “similar to” audience lists, allowing us advertisers to reach potential customers who may have never interacted with our brand before, and that is fascinating.

We’ll provide you with some insights into Google audiences, as well as some actionable takeaways on how to use the audience lists Google provides you.

In order to effectively use audiences, you need to be aware of how to find them. You’ll find all of your audiences in the Audience Manager in your shared library.

In there, even if it’s your first time there, you’ll find your audiences (Google automatically creates some basic remarketing lists for you), as well as the type of audience it is.

What is an audience?

According to Google, “Audiences are groups of people with specific interests, intents, and demographics, as estimated by Google.

You can select from a wide range of categories – such as fans of sport and travel, people shopping for cars, or specific people that have visited your site.”

Types of audiences

This is not an exhaustive list, but these are the most commonly used list types:

• Affinity Audiences: Audiences to reach potential customers at scale and make them aware of your business.
• Custom Affinity: Like an affinity audience but can be specifically tailored to better fit your brand.
• In-Market: Designed for advertisers focused on getting conversions from likely buyers. Reach consumers close to completing a purchase.
• Life Events: Reach people around important life milestones, such as marriage, graduation, buying a new home, etc. Only compatible with YouTube and Gmail
• Custom Intent: Define your own audience, using keywords, URLs and/or apps related to products and services your ideal customer may be researching.
• Remarketing: Reach people who have previously engaged with your products/services.
• Website Visitors: A list of those who have previously visited your site. Specific criteria can, like visitors of a certain page, can be used.
• YouTube Users: Users who view your video ads can be added to YouTube lists.
• App Users: Users that have installed your app on their device.
• Customer List: These lists are generated based on user contact info (like email and zip codes) that you may have collected over time. You must manually input this info into Google Ads before they can become an eligible list.
• Custom Combination: Manually combine two or more existing remarketing lists.
• Similar Audiences: Google looks at your existing lists and provided there are at least 1,000 people in that list, creates a brand-new list of people that are similar to that list. This is a personal favorite list to find potential new customers. For example, you could use a customer list audience of previous purchasers emails in order to re-engage them and then use the similar audience created by Google to reach brand new customers.

What are AdWords Audience Insights?

AdWords Audience Insights are reports that the platform offers to aid advertisers in understanding their customer base while guiding them towards finding new and relevant audiences to target.

The “audiences” the report refers to can be found across the advertiser’s Web, Customer Match, App, and YouTube remarketing lists.

The insights presented are based on data collected by Google to each particular audience’s demographics, interests, locations, and device usage allowing advertisers to make informed adjustments to their digital advertising strategy.

Why should Ads users use audiences?

These insights provide actionable feedback that can be used to make informed adjustments to your advertising strategy.

The more advertisers understand each customer segment and their respective intent (e.g. in-market), affinity (e.g. interests), demographic (e.g. age/language spoken), location (e.g. Canada) and device usage data (e.g. desktop), the better they can tailor their ads and advertising strategy around that particular segment.

The best performing Google Ads copy is always developed with some fundamental classic marketing and advertising principle in mind.

The principles that have proven themselves effective over time (meaning multiple generations) all share two important characteristics:

• They derive from a fundamental understanding of human psychology.
• They transfer easily when new platforms and technology emerges.

Crafting strong ad copy on Google Ads isn’t hard, but to do it right, we have to flex both art and science muscles.

We’re only given a small number of characters on search engine results pages (SERPs), so we have to make them count.

5 ideas for google ads text ads

Get the story directly from the client

Ask your new clients them to complete a client questionnaire so you can get to know their company better.

Always request that they fill out the questionnaire personally and avoid copying and pasting from their company website. There’s simply no substitute for getting the story directly from the client!

Get into the mind of the target audience

Before you start writing, you want to understand things from the target audience’s perspective. What problems are they experiencing? What are their pain points?

How does this product or service solve their problems? What questions might they have about your product?

The answers to these questions will help direct your ad messaging.

Describe how you’re better than the competition

If your ad displays next to competitor ads, how will it compare? It’s never a bad idea to research competitor ads to find out.

You don’t want competitor ads to unduly influence what you write, of course. But knowing how they compare might make clear which product features and benefits to highlight.

Include a call to action

Somewhere in your ad copy, you need to tell visitors what to do, such as “Buy now,” “View now,” “Shop now,” “Learn more” or “Request a quote.”

Make sure your call to action is strong and clear. Use an action verb and include any (legitimate) time constraints, e.g., “Shop today! Sale ends Friday.”

Have someone else proofread

If you’re the person who conceived and wrote an ad, you shouldn’t be the one proofing it. In fact, the more eyes you can get on an ad before it goes live, the better.

With this process, you have more opportunities to catch errors.

Short conclusion

There are number of ideas for Google Ads, we higlighted these five. Ads requires that you look beyond the ad itself to the landing page.

There are some technical best practices to follow that I’ve outlined here, but you also need to tap into your artistic side when speaking to other people. If ad copy were purely algorithmic, after all, everyone would be rich by now.

Of all of the technical aspects of PPC, none confounds both pros and novices more than bid strategy.

This is partly because there are so many bid strategy options in Google Ads, each with its own nuances.

Even when you think you understand how they work based on their descriptions, that doesn’t always translate into how they work in practice. As a result, you’re never entirely sure of your footing.

Determine a bid strategy based on your goals

Google Ads offers several bid strategies that are tailored to different types of campaigns.

Depending on which networks your campaign is targeting, and whether you want to focus on getting clicks, impressions, conversions, or views you can determine which strategy is best for you.

In this article, we’ll describe how to use your advertising goals to choose your bid strategy.

Setting Your Initial Google Ads Bids

When it comes to setting up those initial bids in Google Ads, the last thing you want to be doing is shooting in the dark and crossing your fingers in hopes that your bidding assignments work out.

You have tons of data at your fingertips—use it!

Should You Choose Manual or Automated Bidding?

Manual bidding lets you set your own maximum cost-per-click (CPC) for your ads.

In contrast, automated bidding sets the bid amount for you based on different factors.

Many paid search account managers continue to rely heavily on manual bids instead of automated.

In fact, there are four main reasons why PPCers continue to use manual bid strategies in Google Ads.

Reason 1: Automated bidding requires volume

In accounts with large conversion volumes, automated bidding can work well. These accounts generate lots of data that Google’s bid algorithm can use to calculate the best bid amount.

But without this volume, the algorithm can jump to the wrong conclusions.

This is why Google requires a minimum of 30 conversions in the past 30 days for some automated bid strategies.

Reason 2: Automated bidding requires history

Even if your account has sufficient volume, an uneven history can also be a problem.

If your account is subject to swings due to seasonality or other reasons, these swings can make bid automation a challenge.

Reason 3: Automated bidding may require flexible budgets

With automated bidding, Google needs the flexibility to make adjustments and optimizations on the fly.

This can sometimes result in significant periodic jumps in ad spend — and your budget needs to be open enough to absorb them.

Reason 4: Manual bidding can give experienced PPCers an edge

We find that many of our client campaigns perform better when we set bids manually rather than automatically.

This can happen for a variety of reasons.

Sometimes:

• Manual bidding gives us a competitive edge because we can react more quickly to marketplace changes.
• The campaigns are simply too complex, low volume or nuanced for the algorithms to handle.

Adjusting Your Bids

Setting your starting bids is just the beginning. The real challenge comes a little later down the line, when it’s time to tweak them.

Before you start changing your bids, be sure that you have established your campaign goals. Do you want to score more conversions, at any cost?

Do you have a specific CPA goal in mind? Are you dead-set on position one? Your goals should drive all of these bid changes.

Short conclusion

Approach Google Ads Bidding with caution.The intent of all this information isn’t to scare you off bidding entirely.

But it pays to know your options, be aware of some of the pitfalls, proceed with caution and make a dozens of tests.

So, you’re new to Google Ads and you have set up your first set of campaigns; from start to end.

You’ve selected your keywords, written your ads and you’ve entered your credit card details. What could possibly go wrong?

Now comes plenty of emotion; feelings of accomplishment, anxiety, nervousness, and to some degree, fear.

And if it comes to light that you did make some mistakes, well guess what …that means you are human, and we make mistakes.

Most common Google Ads mistakes

Advertising without understanding profit margins

Advertisers must understand their profit margins to be able to measure the performance and properly optimise their campaigns.

Smart advertisers take time to work out the lifetime value of a new customer to work out how much they can afford to spend to acquire a new customer.

Be clear on exactly how much you can afford to pay for a lead and understand the percentage of leads that your team converts to sales.

Directing to the home page

Another mistake regarding post-click landing page relevance is directing users to your website’s homepage, instead of the specific web page.

This is quite common amongst e-commerce businesses. Even though the relevant web page can be navigated to from the home page, directing users to the home page will still damage your quality score.

Minimal Use of Extensions

Most beginners are aware of the sitelink extension, which allow people to be taken to specific pages on your site.

Ad extensions, in a nutshell, are features that allow extra business information to be shown with your ad and make specific actions easier to complete.

This information could be a phone number, an address, store rating, or even more webpage links (such as the above sitelink extensions)

Not Using Keyword Match Types

You get to decide which keywords you want to target for your ads. You’re also given control over how your keywords match to the terms people are searching for on Google.

This is keyword matching and there are 5 types of matching you need to know: broad match, broad match modifier, phrase match, exact match, negative match.

BROAD MATCH

As the name suggests, broad match gives you the broadest (or greatest) coverage for a particular keyword.

It tells Google to show your ads for that particular keyword, but will also show your ads on similar and related keywords too.

BROAD MATCH MODIFIER

This match type gives you slightly more precise targeting compared to a straight broad match keyword.

You take a broad match keyword and you specify the important words that you want to closely match when people are searching.

PHRASE MATCH

Next is phrase match where you place quote marks around your keyword, for example “chocolate gifts”.

This tells Google Ads that you want to display your ads to people searching for those words and in that particular order.

EXACT MATCH

Exact match keywords act as the name suggests and exactly match to the terms people are searching.

The exact match keyword [chocolate gifts] won’t display your ads to people who include something before or after the keywords.

NEGATIVE MATCH

Negative match needs to be used in combination with the other (positive) match types we’ve already covered.

They prevent your ads from being shown when particular terms are included in what people are searching. Using negative match keywords is especially important when using the default broad match.

Short conclusion

Remember that the key to success with Google Ads is to consider the relationship between these three critical elements – the keyword you are targeting, the ad that you are displaying and the landing page you are sending people to.

The better the relationship, the better the performance of your campaigns.