When people search for your client’s watch repair business, they use very specific terms like “vintage watch repairs”. To show your ads for these searches, you’ll want to use:
- Negative match keywords
- Broad match keywords
- Exact match keywords
- Phrase match keywords
In general, the broader the keyword matching option, the more traffic potential that keyword has. Conversely, the narrower the keyword matching option, the more relevant that keyword will be to someone’s search. Understanding these differences can help you to choose the right options and improve your return on investment. “Very specific terms” in question indicates Exact match Keywords. However from my practice it’s much wiser to have Exact, phrase and broad match types of keyword in a single ad group.
A keyword setting that allows your ad to show only when someone searches for the exact phrase of your keyword or close variations of the exact phrase of your keyword. The exact match keyword “bicycle bell” can cause your ad to show only if someone searches for “bicycle bell” or close variations of “bicycle bell” exactly, with no other words.
Read more here: https://support.google.com/adwords/answer/2407781?hl=en
In Google Ads, you can define your keywords match type. Moreover, it’s very important to choose the right keyword match type to get the most from your campaign.
Practical tip: while Google recommends using a so-called broad-to-narrow strategy, that will often lead to overspending. In most cases, using very narrow groups, with just a couple exact match keywords will ensure better relevance of landing page and higher quality score. As a result, your ROI from ads will be much better.
Hey, but what about the question? When people search for your client’s watch repair business, they use very specific terms like “vintage watch repairs”. Words “very specific” in the question means that the author of the question expects the answer “exact match”. And, yes it’s a correct option for Google. However, as often happens with Google Ads exams, a question is confusing.
“Negative” is a nonsense. The “broad match” also not the best solution. But why not the “phrase match”? For example, the query “vintage watch repairs near me” won’t trigger the ad if you use exact match… That’s would be a huge mistake.
So, what’s the best solution? From my experience adding both keywords match types, in this case, will give the best result: like “vintage watch repairs” and [vintage watch repairs]. However, to get a 100% result in Google Ads Fundamentals assessment you have to choose “exact match” option. Ehh, Google…