How often do you find yourself thinking about keyword research? Well, if you are a marketer, your answer is probably all the time. However, if this is your first time hearing the term you might not realize that keyword research effects your everyday life. In this blog I will be going over keyword matching and cost-per-click.

Keyword Matching

Keyword matching is very important in keyword research because it determines how well your ads will run. There are four different types: broad match, phrase match, exact match, and negative keywords.

Broad Match

First, broad match means your ads will show in searches if they relate to your keyword. This method also takes into account a users recent search activity, the content of the landing page, and other keywords in the ad group. If you want to use broad match, all you do is input your keyword in Google Ads.

Phrase Match

The second method is phrase match and this means ads will show if the meaning of the keyword is implied. With phrase match you can show in more searches than exact match, however, less than broad match. The syntax for this method would be to put quotations (” “) around your keyword(s).

Exact Match

Third, exact match means your ads will show in searches that contain the same meaning or intent of your keyword. This method gives you the most control over who will see your ad but you will reach a smaller audience. The syntax for this method is putting brackets ([ ]) around your keywords.

Negative Keywords

The last method is negative keywords and this is when you exclude keywords from your ads. This can help if you don’t sell a certain type of product and don’t want to waste showing your ads for something you don’t have.


The next topic I will be going over is cost-per-click (CPC) and is also a key factor in keyword research. CPC can be manual, enhanced, or smart and this is how much you pay for each click on your ad. A nice feature with CPC is you can set a max amount so you will never get charger for more than you want.

Manual CPC

First, manual cost-per-click is the most basic type of CPC. With this option, you only pay when the user becomes interested enough in your ad. This method allows you to set a maximum click price and is also referred to as max cost-per-click. With this method you have the most control.

Enhanced CPC

Second, enhanced cost-per-click will adjust for clicks that seem likely to convert to you earning money. This method allows Google to bid higher than your max price in order to reach a potential client and lead to a conversion. This method analyzes past results to predict if your ad will lead to a conversion. One positive of this method is Google might lower your bid if it believes you can successfully bid lower than your original price.

Smart CPC

Third, smart cost-per-click is completely automated and you don’t provide a max bid. With this method you relinquish all bidding control, however, Google uses machine learning to maximize your ROI. This method only runs when there is an auction and uses as many signals as it can. Within this method is target CPA and target ROAS.

Target CPA

Target cost-per-action (CPA) sets bids to get as many conversions as possible. This method sets an average cost for each conversion and each bid is based on its likely hood to lead to a conversion. The higher the CPA, the more traction you will receive. You can also choose what your conversion is and its value/cost.

Target ROAS

Target return-on-ad-spend (ROAS) sets values for your conversions. With this method you set a return threshold and how much revenue you want to receive per dollar. However, one thing you have to keep in mind is if you set a target that is too high, it might lead to less traffic to your ads.

For more information please visit Google Ads Help at the link below:

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