The full form of PPC ad is pay-per-click ad. It is a form of promoting your business online on Google. It is a marketing strategy that allows you to get the top position in Google’s search results. It is the fastest way to drive traffic to your website unlike SEO which takes at least six months to show results. One can generate traffic immediately after creating and running the advertisement. The whole process of creating the ads takes place in an advertising network named Google Ads. The best part about this Google ads is you only have to pay if someone clicks your ad.

The various types of ads are search ads, display ads, shopping ads, video ads, remarketing ads and many more. While creating ads the marketer chooses a few keywords and bid on them. These are the words for which a marketer wants the website to rank on Google search results. In simpler terms whenever a person will type a particular keyword and search for it the website will appear at the top. There are various types of keywords in Google Ads and they serve different purpose for the marketers.

The different types of keywords are as follows:

Exact match- It is a type of keyword which is very specific. When this type of keyword is used the ads will only show if the person has typed the same word. A bit of difference in the search query won’t show your ads.

Example: If the keyword is [blue jeans]. The ad won’t show if a person has searched for [blue jeans store near me].

This [] is the symbol used for exact match.

Phrase match- This type of keyword shows the ad when a person type in any phrase consisting of the keyword you bid for. But the additional words should be added before or after the keyword not in between or else the ad won’t trigger.

Example- If the keyword is “hotel”. The ad will show if a person search for “hotel in Dubai”.

This “” is the symbol used for phrase match.

Broad match- This type of keywords allows you to have a very high reach. Your search query need not have the keyword. It allows you to reach a lot of audience. But the downside side is your website gets a lot of unnecessary clicks and the budget gets over.

Example: If the keyword is men’s shirt. An ad having men’s sportswear as a keyword will also show up in the search results.

Broad match modifier- It is more or less the same as broad match. The thing you have to do it here is to put a ‘+’ sign before a keyword which you want to be present in the search query made by people. The ad will only appear if the search query has the keyword before which you have put a ‘+’ sign. SEO Company in Kolkata

For example: +blue +shirt. If someone searches for blue cotton shirt, the ad will appear in the search results.

The symbol used is ‘+’.

Negative match- A negative keyword is a very good feature of Google ads. It helps to get relevant traffic. You have to put a minus sign (-) before the keyword for which you don’t want your ad to appear in the search results.

For example:  If the negative keyword is -reasonable and the search query made by a person is ‘blue jeans at reasonable price’ then the ad won’t appear.

It is very important to choose the right type of match for your keywords. This depends on the type of campaign you are creating and the goal of your campaign. Make sure to track the results of the ad campaign.

Hope it helps. Happy reading:)