Headline 3: This one doesn’t show as often, but it’s still worth including a strong CTA or value proposition for it.Headline 2: Include a supporting value proposition here, or use this area to establish the context for the Description.Headline 1: Include things like the keyword theme the user typed in, your brand name or the primary value proposition in this field.Final URL: Make this a highly relevant landing page.If you want your ads to perform better, make sure you fill out all available information fields. Since their release in July 2016, Expanded Text Ads (ETAs) have made a substantial impact on the world of Google Ads.īy offering additional space for relevant content, ETAs provide PPC managers an excellent way to tell a story about a product or service.

Winning search queries can be “upgraded” to Exact or Phrase, while my Modified Broad continues to be that wider net helping me find new things to bid on. Exact Match: This keyword modifier is similar to phrase match traditionally your ads will only show with the exact search query you input, but Google relaxed this somewhat by showing your ad for things like misspellings, plural versions of a word, or inferring interchangeable keywords to what you have specified.The query must contain all the keywords you note, in the exact order you input them. Phrase Match: This modifier will show your ad only when searchers use the exact phrase you specify.Unlike Broad Match, which can allow your ad to show for any keyword in the phrase you’re bidding on, Broad Match Modified tells Google “it must have all of these terms in the search query, in any order or placement.” Broad Match Modified: This match type is the second widest net you can cast.Broad: This is the widest net you can cast and will match searches with any words in any order (including synonyms) that include the target keyword.There are four types of keyword matches, meaning four possible ways you can “tell” Google and Bing to handle the keywords you bit on. The keywords you use and the type of modifiers you use for those words in your PPC campaign are important to understand. Whenever someone types in a search query into Google, ads are shown based on how relevant the auction system considers the search term and displays an ad accordingly.

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