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MATCH TYPE SYMBOL EXAMPLE KEYWORD ADS CAN SHOW WHEN EXAMPLE SEARCH TERM
synonyms, variants, related terms, different office accessories, free office chairs, desk PROS
BROAD NONE leather office chairs
phrases, different words, different concepts chair rentals CONS
BROAD MATCH contains the modified terms, plus any other free leather desk chairs, chairs and desks PROS
+KEYWORD +leather +desk +chair
MODIFIED terms and in any order made of leather CONS
PROS
enclosed phrase with appended and / or
PHRASE “KEYWORD” “office chairs for sale” office chairs for sale near me CONS
prepended words and phrases
PROS
NEGATIVE -KEYWORD -leather, -free, -[chair] searches without the negative term desk chairs online
CONS
www.adventureppc.com @isaacrudansky
ISAAC RUDANSKY – GOOGLE ADS MASTERCLASS
Broad Match Keyword Ads May Show On Searches For • You can’t think of every variation-great way to discover new ideas
free desk chairs, office furniture, desks, chairs, leather couches, pictures of desk • Cheapest cost per click in most cases (not necessarily a good thing!)
Leather Desk Chair
chairs, used desk chairs
www.adventureppc.com @isaacrudansky
ISAAC RUDANSKY – GOOGLE ADS MASTERCLASS
www.adventureppc.com @isaacrudansky
ISAAC RUDANSKY – GOOGLE ADS MASTERCLASS
www.adventureppc.com @isaacrudansky
ISAAC RUDANSKY – GOOGLE ADS MASTERCLASS
[Extra Padded Chairs] Extra Padded Chair High Quality Extra Padded Chair • Same search intent. [images royalty fee] = “free copyright images”
• Script to make exact match exact again.
www.adventureppc.com @isaacrudansky
ISAAC RUDANSKY – GOOGLE ADS MASTERCLASS
www.adventureppc.com @isaacrudansky
ISAAC RUDANSKY – GOOGLE ADS MASTERCLASS
KEYWORD PLANNING
PEOPLE COMMUNICATE WITH SEARCH ENGINES WITH WORDS.
People search for answers to their questions in different ways. People seek information in different ways. People
feel differently about the problems they need solved.
Jennifer works as a data analyst for an Answer To The Question Problem Based “office chairs with lumbar support”
international agency specializing in
telephone pole ad campaigns for The Question Itself Explicit / Direct
“how can I fix my back problems from sitting all
publicly traded companies. day?”
She sits in her hard plastic office chair Description Of Problem Symptom Based “My back hurts at work”
for long stretches of time, and her back
has been seriously bothering her for the Description Of Cause Symptom Based
“my back hurts because I sit for too long in an
past few months. uncomfortable desk chair”
She turns to Google … Brand Name / Product Parts Direct / Educated Poppin Max Mid Back Task Chair
www.adventureppc.com @isaacrudansky
ISAAC RUDANSKY – GOOGLE ADS MASTERCLASS
KEYWORD PLANNING
UNDERSTANDING THE BUYER FUNNEL
The way a potential customer searches the internet can help us understand where they are in the buyer funnel
The Stages Of The Buyer Journey Type Of Query Buyer Psyche Example Query For Poppin
Queries go from general to Answer To The Question Problem Based “office chairs with lumbar support”
specific as customers
Awareness become educated about “how can I fix my back problems from
our products and services The Question Itself Explicit / Direct
sitting all day?”
Brand Name / Product Parts Direct / Educated Poppin Max Mid Back Task Chair
Buy
“online desk chairs” “websites that sell
Informational Queries Awareness Stage / Uninformed
office chairs”
www.adventureppc.com @isaacrudansky