When creating a text ad in your AdWords pay-per-click marketing campaign, you can select broad match, modified broad match, phrase match, or exact match for your keyword match type.

Each match type in your Google Adwords Account has its advantages and disadvantages, but do you know what they are, or what they mean?

How Do Keyword Match Types Affect Your AdWords Results?

Match types can have a major impact on your account’s performance: they’re the control you use to determine exactly which search queries you’re bidding on. As you determine which match types to use for each keyword, there are a few key components to consider:

• Performance to Date — How a keyword or similar keywords have performed in the past can give you insights into which match type will provide the best return on your investment.
• Competitors — How your fellow veterinary competitors bid on certain terms and structure their own accounts, as well as how their accounts have performed historically, will all impact the return you see from certain match types.
• Bids — Cost per click and cost per conversion are heavily impacted by bids – often advertisers employ various methodologies for manipulating bids and frequently bid more or less aggressively based on the match type. This can strongly influence which match type is most appropriate.
• Ad Text & AdWords Account Structure — Many advertisers will break out a “money” keyword and run it on broad, phrase and exact match types – perhaps even segmenting those match types out and writing specific ads for each. The way an advertiser structures an account can also have a massive impact on performance for different match types.

So what structure should you use? Instead of thinking like a veterinarian, try thinking like a customer looking for your services.

Why? Because people often think in “normal” terms, like brushing my dog’s teeth, bad dog breath, or pet dental cleaning, as opposed to the industry vernacular (canine dental prophylaxis).

Focus on phrases that are commonly used and long-tailed phrases or questions that people have, and include that into your strategy. Try mixing and matching exact keyword types, along with a phrase matches, so that you can set yourself up on the pathway to success.

If you have more questions or would like to learn more about how Google AdWords PPC marketing can help your veterinary practice be found, please contact us. We’re happy to schedule a free consultation and work with you to find the best individualized solution for your veterinary PPC marketing needs.