{"id":2359,"date":"2017-07-25T12:43:39","date_gmt":"2017-07-25T17:43:39","guid":{"rendered":"https:\/\/redesign.beyondindigopets.com\/?p=2359"},"modified":"2022-03-28T12:29:36","modified_gmt":"2022-03-28T17:29:36","slug":"keyword-match-strategy","status":"publish","type":"post","link":"https:\/\/www.beyondindigopets.com\/blog\/keyword-match-strategy\/","title":{"rendered":"Best Keyword Match Type Strategy for Veterinarians"},"content":{"rendered":"<p><span style=\"font-weight: 400;\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-2360 size-medium\" src=\"https:\/\/www.beyondindigopets.com\/blog\/wp-content\/uploads\/2017\/07\/iStock-532030774-300x221.jpg\" alt=\"A dog running down a stairs\" width=\"300\" height=\"221\" srcset=\"https:\/\/www.beyondindigopets.com\/blog\/wp-content\/uploads\/2017\/07\/iStock-532030774-300x221.jpg 300w, https:\/\/www.beyondindigopets.com\/blog\/wp-content\/uploads\/2017\/07\/iStock-532030774-768x565.jpg 768w, https:\/\/www.beyondindigopets.com\/blog\/wp-content\/uploads\/2017\/07\/iStock-532030774-1024x753.jpg 1024w, https:\/\/www.beyondindigopets.com\/blog\/wp-content\/uploads\/2017\/07\/iStock-532030774.jpg 2000w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/>When creating a text ad in your AdWords pay-per-click marketing campaign, you can select <\/span><i><span style=\"font-weight: 400;\">broad match<\/span><\/i><span style=\"font-weight: 400;\">, <\/span><i><span style=\"font-weight: 400;\">modified broad match<\/span><\/i><span style=\"font-weight: 400;\">, <\/span><i><span style=\"font-weight: 400;\">phrase match<\/span><\/i><span style=\"font-weight: 400;\">, or <\/span><i><span style=\"font-weight: 400;\">exact match<\/span><\/i><span style=\"font-weight: 400;\"> for your keyword match type. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Each match type in your <\/span><a href=\"https:\/\/www.beyondindigopets.com\/blog\/google-adwords-101\/\"><span style=\"font-weight: 400;\">Google Adwords Account<\/span><\/a><span style=\"font-weight: 400;\"> has its advantages and disadvantages, but do you know what they are, or what they mean?<\/span><\/p>\n<h3>How Do Keyword Match Types Affect Your AdWords Results?<\/h3>\n<p><span style=\"font-weight: 400;\">Match types can have a major impact on your account\u2019s performance: they\u2019re the control you use to determine exactly which search queries you\u2019re bidding on. As you determine which match types to use for each keyword, there are a few key components to consider:<\/span><!--more--><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><b>Performance to Date<\/b><span style=\"font-weight: 400;\"> \u2014 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.<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Competitors <\/b><span style=\"font-weight: 400;\">\u2014 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.<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Bids<\/b><span style=\"font-weight: 400;\"> \u2014 Cost per click and cost per conversion are heavily impacted by bids \u2013 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.<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Ad Text &amp; AdWords Account Structure<\/b><span style=\"font-weight: 400;\"> \u2014 Many advertisers will break out a \u201cmoney\u201d keyword and run it on broad, phrase and exact match types \u2013 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.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">So what structure should you use? Instead of thinking like a veterinarian, try thinking like a customer looking for your services. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Why? Because people often think in \u201cnormal\u201d terms, like brushing my dog\u2019s teeth, bad dog breath, or pet dental cleaning, as opposed to the industry vernacular (canine dental prophylaxis). <\/span><\/p>\n<p><span style=\"font-weight: 400;\">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. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you have more questions or would like to learn more about how <\/span><a href=\"https:\/\/www.beyondindigopets.com\/blog\/top-5-google-adwords-trends-2017\/\"><span style=\"font-weight: 400;\">Google AdWords PPC marketing<\/span><\/a><span style=\"font-weight: 400;\"> can help your veterinary practice be found, please contact us. We\u2019re happy to <\/span><a href=\"https:\/\/www.beyondindigopets.com\/#contact\"><span style=\"font-weight: 400;\">schedule a free consultation<\/span><\/a><span style=\"font-weight: 400;\"> and work with you to find the best individualized solution for your <\/span><a href=\"https:\/\/www.beyondindigopets.com\/veterinary-marketing-plans\/veterinary-advertising.html\"><span style=\"font-weight: 400;\">veterinary PPC marketing needs<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>When creating a text ad in your AdWords pay-per-click marketing campaign, you can select broad match, modified broad match, phrase\u2026<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[371],"tags":[263,358],"class_list":["post-2359","post","type-post","status-publish","format-standard","hentry","category-adwords-pay-per-click-marketing","tag-google-adwords","tag-ppc-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Best Keyword Match Type Strategy for Veterinarians | Beyond Indigo Pets<\/title>\n<meta name=\"description\" content=\"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.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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