The AdWords Game : Targeting, Match Types & Bidding Strategies

Targeted Keywords

Google AdWords (now Google Ads) revolves around keyword targeting. Your ads appear when users search terms matching your chosen keywords.
Google Ads analyzes web content and considers factors such as text, language, link structure, and page structure. It then determines the central themes of each webpage and targets ads based on your topic selections.

Precision matters: Target specific phrases like “organic dog food” instead of generic “pet supplies” to attract ready-to-buy customers.

Avoid irrelevance: Exclude unrelated terms (e.g., block “free” if selling premium products) to reduce wasted clicks.
Example: A bakery targeting “gluten-free cupcakes near me” sees higher conversion rates than targeting generic “desserts.”

Keyword Match Types

Match types control how closely Google searches must align with your keywords.

Broad match: Ads show for related terms, including synonyms and variations. Use with Smart Bidding to avoid irrelevant traffic.

Phrase/exact match: Tighten targeting with quotes (e.g., “vegan leather bags”) or brackets ([vegan leather bags]) for exact searches.
Question: Are you casting too wide a net with broad match, risking budget waste?

Bidding Strategies

Bidding determines ad placement and cost-per-click (CPC).

Maximize conversions: Let Google auto-bid to get the most leads/sales within your budget. Ideal for conversion-focused campaigns.

Target CPA/ROAS: Set a cost-per-acquisition or return-on-ad-spend goal. Google adjusts bids to meet targets, best for stable budgets.

Manual CPC: Control bids directly. Useful for niche markets or limited budgets.
Example: A $50/day campaign using Target ROAS increased revenue by 20% while maintaining margins.

Actionable Tips

Start small: Test exact/phrase match keywords before expanding to broad.

Negate aggressively: Add negative keywords like “cheap” or “DIY” to filter unqualified traffic.

Audit weekly: Pause underperforming keywords and shift budgets to top converters.

Final Consideration

How will you balance broad reach with precise targeting to maximize ROI? Adjust match types and bids based on real-time data, not assumptions.

# The AdWords Game