Today, only 20 percent of online keyword searches come from people actually looking to buy a product or service. A full 80 percent of searches are by users who are simply browsing for information.
With that in mind, one important goal of any paid search campaign is to filter out the browser keywords and focus on spending money on buyer keywords.
But how does one differentiate a buyer keyword from a browser keyword? The answer is actually simple. If you live in Chicago for instance, your buyer keywords of choice are: “Chicago kitchen remodeling,” “Chicago home remodeling,” “Chicago basement remodeling,” etc. Each of these keywords most likely came from a prospective client looking for information.
You can spot casual browsers in the same way. Someone typing “home remodeling” into a search engine could simply be a DIYer seeking advice. For those types of visitors, you don’t want to be stuck paying for the click.
This brings us to the most important point of all:
In any paid search campaign, it is vital that you only pick buyer keywords and also select the match type to be either “broad match modified,” “phrase match,” or “exact match.” Never, ever pick broad match types.
What are keyword match types you may ask?
Google AdWords and Bing Ads created the concept to better facilitate the display of ads for related terms. In general, the broader the keyword, the more traffic it will generate. However, narrower keywords produce more relevant results. Modifying a broad match allows you to specify that certain keyword terms must appear to trigger your ad.
For example, if you pick a broad-match-modified match type for “Chicago kitchen remodeling,” you are specifying that all words must appear in the search before you have to pay for the ad to be served. But if the same keywords: “Chicago kitchen remodeling” were selected as simply a broad-match type, then the result Google will display (and you will pay for) could simply be the generic term “kitchen remodeling” or “home remodeling” or “remodel” or “kitchen,” which are not buyer keywords but browser keywords.
Google makes a lot of money from browser keyword searches. That’s why, by default, all keyword match types are set to broad match. To get the most from a paid search, you must create the proper keyword filters in your administration tools. It’s fairly simple once you learn the basics.