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Wine Adwords: Choose your Keywords

In this post we’ll go through wine adwords Keywords

In particular the difference between broad match, phrase match and exact match.

This is one of a series of posts for wine retailers wanting to have a go at Adwords for the first time.

Quick recap form the previous wine adwords post

  • We called the campaign Varietal,
  • Make the Ad Group Name: Napa Valley Merlot
  • Headline will be: Napa Valley Merlot
  • Description line 1: Wide Range, Great Prices!
  • Description line 2: Your Merlot Expert
  • Display URL: www.YourWebsiteHere.com
  • Destination URL (http://): www.YourWebsiteHere.com/NapaValleyMerlotCategoryPage.html
  • In Keywords put the following on separate lines: Napa Valley Merlot then “Napa Valley Merlot” then [Napa Valley Merlot]
  • Ignore Placements
  • In Add Group Default Bids make the bid between $0.50 and $1.50. The higher it is the quicker you’ll see results. I don’t necessarily recommend these as default bid prices.

So in your keyword box you would have:
napa valley merlot
“napa valley merlot”
[napa valley merlot]

Match type: “” denotes phrase match, [] denotes exact match, and no punctuation denotes broad match. Google ignores case.

Exact match

is easy to understand, if someone types in the exact keywords

  • Napa Valley Merlot

then you have told Google you would like to bid for that search, and if your bid (and quality score) are high enough, then you will be shown on the right hand side under “sponsored links”.

I’ll go through Quality Score in another post, it’s a little tricky to understand (but very important). Quality Score will decide if you’re on the first page and in what ad position.

Phrase match

is when someone types in,

  • Napa Valley Andreas Vineyard Merlot
  • Napa Valley Merlot
  • Napa North Valley Cabernet Merlot

It will not show for

  • Merlot Napa Valley
  • Napa Valley
  • Napa Merlot

Google will show your ads if your a search query has all your keywords in the right order but with other words perhaps between your keywords.

Broad match

has been very controversial in PPC circles. But is becoming much more acceptable as Google’s technology get’s better. Here’s what Google says,

your ad would be eligible to appear when a user’s search query contained either or both words in any order, and possibly along with other terms. Your ads could also show for singular/plural forms, synonyms, and other relevant variations.

So it will show for

  • Merlot Napa Valley
  • Napa Valley
  • Napa Merlot

and all the other examples above.

The controversy is synonyms, and other relevant variations.

This could be good if someone was looking for Napa Valley Cabernet. That’s a pretty close match. Or Nappa Valley Merlot, or Californian Merlot. So far so good.

But sometimes Google will also extend it to searches such as Sonoma Pinot Noir or even Marlborough Wine. Not so good.

What you do nowadays is use Broad match but run a report called Search Query Performance Report , which tells you what the search queries were for each click you got. You then select irrelevant keywords to tell Google to exclude these in the future.

In effect you are providing boundaries to Google’s search algorithms. And that is becoming the latest way to do search but is far too advanced for this beginner series.

My recommendation for a beginner of wine adwords

Use all three types but every 2-3 days check your Search Query Performance Report to exclude irrelevant keywords.

Any questions so far?

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