How Google Broad Match Can Help Market Your Vacation Home Rental

Lets talk about some different kind of matching available with Google Search Marketing to help you with both market your vacation rental home using pay-per-click and SEO:
1.  The exact match – an exact match of the terms you place inside brackets when you enter keywords into your account. If you were adding an exact match keyword to your account it would look like this: [beach house]. Ads associated with this exact match would only show up for those specific keywords, that is, for "beach house" but not for "rental beach house".

2.  The phrase match - terms are entered with quotes around them. The phrase match "beach house" term would allow ads to show when a searcher put in "rental beach house," "beach house vacation," or "California beach house".

3. Broad match - is a bit more complicated. With broad match, you simply enter your phrase with no special characters.  This is Google's default way to add keywords. With "beach house" into your account as a broad match, your ad would display for any search query containing "beach" and "house".

Broad Search has morphed into Expanded Broad Match.  Now for example, account could end up displaying an ad based on your broad match keywords of "beach house" when the searcher entered "sand" or "sunshine".

Over time, Google has stretched the relationship between the broad matched terms to the point that it is often difficult to see any logical relationship between the searcher's term, your account's keyword, and the displayed ad. This often results in the ad displaying for terms that are not relevant.

There are several approaches you can take to minimize the damage.
Avoid the use of broad match altogether. Exact match and phrase match often bring excellent traffic while avoiding Google making questionable expanded match choices. If you decide to run with broad match:
Avoid using one or two word keyphrases. Instead, adopt a practice to only run broad match on terms with 4 or more words in the phrase. This will minimize the chances of the Expanded Broad match algorithm misapplying your ads.
Identify non-relevant terms that the ad displays for and add those terms as negative keywords. If a searcher enters a keyword that is included in your negative keyword list, your ad will not display. The negative term negates the ad from showing. Developing a negative keyword list is an on-going effort. Don't be surprised if over time your negative keyword list becomes quite long. Tools like the Google Keyword Tool (https://adwords.google.com/select/KeywordToolExternal), a good analytics program, and specialized tools like PPCProbe (www.ppcprobe.com) can help you identify negatives.Broad match can be very effective, but use it very carefully.Ralf
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