If your playground is the digital world and you want to reach more people, be known by more people, increase your site visitors or sales, “keyword” will probably be one of the first few terms that come to your mind.
This is natural, because in all marketing activities involving both SEM (Search Engine Marketing) and SEO (Search Engine Optimization), “this phrase” is the key to reaching the right audience with the right content.
The difficulty of finding the right keywords However, it is an extremely challenging process to determine which keywords millions of consumers from completely different socio-economic classes, each with their own unique characteristics, choose in a search for your product and to manually update the keywords you use. This is both time-consuming and costly.
Today, how data is processed and with which methods and technologies is as important as the data itself. Data shaped by concepts and technologies such as integration, automation, machine learning and artificial intelligence enable predictable, sustainable and goal-oriented processes.
A look at broad matching When it comes to “keywords”, there is a method that meets these conditions in a remarkable way: broad matching.
The most important feature of broad matching is that it ensures that your ad is shown on searches that match the meaning of your keyword. This way, you can also appear in searches that do not include keyword terms.
For a clearer understanding of the issue, the example given by Google is very illustrative:
https://support.google.com/google-ads/answer/2407779?hl=tr
Broad matching also takes into account the following 3 elements:
– The user’s recent search activity
– The content of the landing page
– Other keywords in the ad group
The point is, specialization The broad matching method seems extremely advantageous. However, you should keep in mind that another type of matching can provide the most efficient response to your digital marketing and advertising needs. Your goals, your budget, your message… In short, your strategy will be decisive in your choice of match type. Making the right choice by taking all these variables into account requires serious work and expertise.
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