okay let’s talk about keyword manipulation for praat for profit or how to target buyers with keywords so first off what are keywords just real quick if you didn’t watch the intro and you’re not familiar they’re basically the core principle of Bing and Bing ads and search engine marketing in general same with Google AdWords they’re also the kind of way that the whole Internet is built YouTube Facebook Instagram everything is pretty much built on keywords so you should really understand how they work they’re pretty important they’re also more practically how you find your customers and prospects they’re also another way to look at them is their what the user types into the search to show your ad to trigger your ad so there’s different types of keywords and this is very very important in learning how to use these different types is kind of the whole secret of being good at PPC at being at AdWords is just understanding how these different types of keywords interact so this is really important and you should definitely you know take some notes if you don’t know this stuff already so the first example here is broad match now basically what and so there’s two there’s two key important parts to this one is kind of the definition of what it is and what it does and how to use it strategically the other part is just literally how to you know target a broad match keyword so you can see in these these examples here broad match has it’s just a phrase typed in right there’s no there’s no quotation marks and there’s no brackets this is just how Google and Bing use this is how you tell them that you only want to target a phrase match or an exact matches you put quotes around it or you put brackets around it we’re gonna talk more more about that in a sec I know it gets kind of overwhelming there at first let’s talk about broad match first so when you bid on a broad match keyword being it basically you’re giving them kind of permission and freedom to go out and gas on relevant terms so if you put in dog walking they might also find you know dog grooming pet walking a cat walking dog toy shop it kind of is just up to them you know how they try to be as closely relevant to the phrase as possible and they have access to you know tons of information that we don’t because they’re Microsoft or they’re Google obviously we’re talking about me being so so Microsoft but it’s basically saying hey go out there and guess at search phrase searches that people are searching for that are probably closely related to this idea and sometimes that can be really really hyper relevant and very close to the idea and sometimes it can kind of wander off and get get a little weird so just keep that in mind it’s kind of in in terms of strategy it is the best way to reach out or explore it’s the best way to expand a campaign or to start with a wide net and then work and then refine your way into success there’s two different ways to use it strategically one is if you use the reverse funnel strategy we talked about in the last video then you would start with the other types that we’re gonna mention in a second and then eventually you’d work out two broad match the way that I usually do it and in the way that a lot of bigger budget ad managers do it is they start with the the broad match they cast the broadest widest nets and then they start picking out the keywords the ad groups etc that are going to bring them more and more definition it’s almost like sculpting a sculpture like you start with a hunk of marble and you kind of sculpt away until you have you know profit but if you’re more budget conscious go with the reverse funnel method and be more careful with your your bids and then work your way out to broad matches or only use them sparingly but generally broad matches are the best way to reach out or the best way to explore if you’re having it if you have a very successful campaign one of the ways to scale is to just keep adding more broad matches to it keep an eye on them and let them go out and kind of explore get more relevant keywords and bring them in the search engines are very very good at this the ad platforms are very good at this this is how they make more and more money from their successful clients so they want to bring you more and more keywords to bid on they don’t want you to be limited basically so and they do it and they do a good job there’s another thing about broad match keywords which is that about 20% of searches every month have never been searched before so we can’t if unless to keep your campaigns relevant to the evolving you know search methods that people use just people out there or searching different things to keep it relevant you kind of have to rely on broad match technology basically because broad match is smart enough to figure out you know some new phrase just emerged but it’s similar to this phrase in this phrase in this phrase in this phrase so I’m gonna guess that it probably means that it’s relevant to the dog work walking thing anyways they’re they’re using AI they’re smarter than any of us so sometimes you have to depend on broad match to keep your campaigns current fresh they’re typically the lowest click-through rate because if you can imagine you know they’re testing impressions from things some things that are very very relevant like I said some things are not so relevant and they’re always trying testing the impressions to see which which keywords get the best click-through rate but yeah if you’re looking for really high click-through rate usually not going to be in your broad match keywords they’re also typically the lowest conversion rate for that same reason you know some some things that are include lumped into the broad match are going to be less likely to convert so so the that’s kind of what you’re dealing with with broad match and there are ways to basically eliminate this systematically which I’ll show you in the rest of the program but it’s certainly not bad to let broad matches go that’s usually how you get the most traffic – so the positive side is that broad match usually has the most traffic available it’s kind of like the backbone of the search engines so you know they’re good and there’s it there’s a way to control for the the less relevant thing and I’ll just tell you more about that so here’s an example of a broad match keyword would be cupcakes so if you’re if you’re bidding on the broad match keyword cupcakes then if your user types in Cupcake Wars for example then Bing will probably show your ad because Bing is saying hey cupcakes are relevant to Cupcake Wars now if you sell cupcakes online that’s probably not a good thing it could be it could possibly be that people who are fans of Cupcake Wars the TV show would love to buy cupcakes online and they’re your best customers maybe your store is featured on Cupcake Wars and so it actually works out really really well for you but maybe it’s not such a great match because so there are plenty of people who watch Cupcake Wars who don’t ever buy cupcakes because it’s an entertaining TV show so you can see this is the kind of like the danger of broad match keywords is that you can get shown for things that an AI a search engine says oh these are very relevant look cupcake and cupcake and then this other word wars whatever it’s kind of there but cupcake and cupcake you know that’s just super relevant it’s almost exactly what you search for but if you understand what people are thinking about when they search for Cupcake Wars it’s not that likely to be the same as cupcakes so understanding these different these different keyword types is really again very important to how you strategically go about you know bidding on keywords and writing your ads building your ad groups this is very very fundamental so we really need to talk about this and it’s really important that you kind of understand how this all works and this made a huge difference for me this is when I was kind of just I do is guessing all the time and I was always at the whim of the search engine basically what what would they tell me to do and I always trust them and now I I understand the system so well that I can you know do it on my own basically I can I can keep the broad matches under control I can use them to the best leverage possible and I’ll show you how to do that as well so again maybe broad matches are great maybe they convert like crazy and there’s another thing which is that if you keep upping your budget on a broad match like broad match keyword or ad group it will get broader and broader so maybe it’s converting like crazy in the beginning and maybe you’ve done this in the past maybe you had something that was working really really well as a broad match and you were like I just need more of this traffic this is great and then you just ramped it up and expand it and you said okay I was spending $100 a day and I just need to spend a thousand dollars a day but the thing is once you expand it and you let Bing or AdWords whatever go out there and say you can get less and less relevant keywords well then all of a sudden your conversion dropped your click-through rate dropped and this is why because you’re giving them more permission to get less and less relevant ads and less and less relevant keywords and still show your ads for them so that’s what happened if that ever happened to you all right so the next main keyword type is called phrase match phrase match is kind of this second tier of precision of it’s more precise than broad matches and it’s typically a much higher click-through rate and a higher conversion rate so here’s an example using cupcakes as well a cupcake cupcake recipe and again the way that you communicate to Bing that you want to bid on a phrase match keyword is you put it in quotes so this is just like the technical thing if you don’t understand when you’re putting in your keywords for your ad group and your campaigns well in your ad groups that’s where keywords go then if you put something in quotes then Bing is going to know that you’re bidding on it has a phrase match so cupcake recipe is the phrase match now what this is gonna do is that it’s only going to show your ad in this ad group for someone who searches for something that includes the exact phrase cupcake recipe if it doesn’t say cupcake recipe in that order with that spelling and everything then your ad won’t be shown so for example if somebody search searches for cupcake recipe well that is exactly what is in your phrase so it will be shown however if they search for cupcakes show that it will not show your ad because it doesn’t say cupcake recipe in that order and it will show four cupcakes show cupcake recipe because that includes the phrase cupcake recipe in that search in the search so that’s how phrase matches work and again you can see that this will allow you to be more precise because you you know more about that person is searching for so if you can see there’s there’s a difference between someone searching for the the broad match dog training which could be they could want to watch dog training TV show they could want to read of dog training book they could want to go to youtube and watch the dog training and then the phrase match dog training a dog trainer near me is much more precise and so but it also allows for some flexibility as well because you could include things after or or they could include things after or before that phrase and it would still show your app so keep that in mind now the last one is exact match and that is when you put a phrase in brackets if you put a keyword in brackets then that’s an exact match as you can see here this is the most precise and allows you the most control so specifically if you’re trying to control your budget then you really need to focus on exact match and phrase match because they are you’re only ever going to bid on exactly what you put into these brackets if somebody searches anything different than what’s in those brackets then your your ad won’t show so you always have the most control so you have to think strategically how to use this obviously I’m going to show you examples but so again this is a most precise allows you the most control it typically has the highest click-through rate if you see ads that have 20 30 40 whatever percent click-through rate it’s usually because it’s an exact match keyword and the ad probably gives just you know says exactly what’s in the exact match keyword too so again going back to well I think I’ll probably have an example here typically also the highest conversion rate because the people that you know you’re only bidding on the people that are searching for very specific things so if you give them exactly what they’re searching for they’re very likely to convert the the downside of exact match traffic is that there’s the least amount of traffic available there are far fewer people who are searching for that exact thing then there are searching for the broad thing in lots of different variations so it allows you more precision and more control but also it’s harder to scale it up there might only be 20 people a month in the whole world searching for this exact match keyword so you know the the the other flipside is that they’re typically more expensive cost per click because people who know what they’re doing want to make sure that they’re bidding on these exact match keywords so they can become more competitive and let’s say there’s only a hundred people searching a month well if there’s four different people trying to bid on that then Bing is going to have to jack up the price in the auction to say hey there’s three other people and we only have a hundred impressions so you know you know if you want half of those impressions you’re gonna have to pay us you know $10 a click or whatever it’s usually in most niches it’s not that but there are some niches where it’s probably achieved quick so let’s look at this some examples of this one exact match so your keyword is in brackets cupcake recipe so it will show if somebody searches for exactly cupcake recipe it will not show if somebody searches for cupcakes show because that’s not cupcake recipe um it also will not show for cupcake show cupcake recipe now if you remember in the last example in phrase match the phrase match would show if you put it in quotes but you didn’t put it in quotes you put it in brackets so only this exact phrase literally the person has to type exactly what you just typed they don’t type brackets in but if they type cupcake and then they type recipe that’s the only option for showing your ad so will not show for cupcake show cupcake recipe it also will not show for cupcake recipe guide so even though it follows you know it has cupcake and has recipe as soon as they add that guide there it’s not gonna show anymore that’s what exact match is it’s the most precise so here are some ways to think about using these different match types remember these match types typically fall into the AI da funnel the attention interest desire action funnel or as we talked about before the reverse a idea of funnel and depending on the strategy that works best for you and your budget in your business so you can see we mentioned these before but now it should make more sense at the action the most qualified the most you know the most likely to take action immediately step we have exact match because it’s the most precise so you know by by headphones from Walmart is an exact match phrase that you could bid on if you were Walmart and it’d be very very very likely that those people are ready to take action right now as soon as they type that into the search engine they’re basically looking to buy right now so obviously that keywords gonna be very valuable to you it’s gonna be high click-through rate if you put an ad in front of that person that says want to buy headphones from Walmart click here that’s gonna be very high click-through rate you know that’s literally what they typed and that’s literally what the the ad says when they get to that page they’re very likely to want to buy right now because they just went to a search engine and said I want to buy that so also phrase match is often very likely to be in the action phase as well same thing for desire when somebody’s like you know if they type best headphone reviews then you could put that exact match you can bid on that exact match and it’s very likely that they’re in the desire phase or the action phase they’re either really close to buying or they’re ready right now to buy phrase match another great way now when you start stepping back then that’s when you start seeing you know broad matches like you know phrase matches can phrase matches are kind of in between they can be really broad concepts you can put the phrase you know best headphones as a phrase and it’s gonna kind of be pretty broad like it’s gonna show up for best headphones for an airplane it’s gonna show up for best headphones for kids it’s gonna show up for best headphones for you know lawn mowing it’s gonna show up for a lot of different kind of not that related phrases but it just depends on how you use the phrase match so so typically in the interest you’re gonna use phrase and broad match also in awareness you’re typically going to use phrase match and broad match because broad match is going to go out there to the most most options