Google Adwords is great for driving highly focused traffic to your site. But for most businesses using Adwords, they don’t focus enough on the quality of traffic they are sending to their website. They focus more on the volume. This can be very expensive.
Keyword match type is a great way to improve your traffic quality:
Google’s default match type is broad, which means that if someone types in ‘running shoe photos’ and your keyword is running shoes (broad match), then your Adwords ad will be displayed in the search results. As you can see, this is not tightly focused traffic. It does drive traffic, but it’s not the kind of traffic that has their credit card in hand.
Broad match is a bit more defined, which means that if someone types in red running shoes and your keyword is running shoes (phrase match), then your Adwords ad will be displayed in the search results. We’re getting closer!
Exact Match is the most tightly focused keyword setting in Adwords, and will only show your ad if the visitor types in ‘running shoes’. These are the people that are interested in buying running shoes, and are ready to buy. This is exactly the type of traffic you want to build your business around.
Benefits of Exact Match
If all your keywords are exact match, you are cherry picking the best traffic that Google has to offer. With Exact Match, your Adwords spend will go down significantly and your conversion rate will go up. Since you are spending less money, you can now add more keywords (exact match of course) and drive more conversions. You can also bid higher than your competitors, which will also improve conversions.