4 keywords targeting options you should know
After your keyword search is complete, there's one last thing to think about
November 30, 2020
Different types of targeting are more or less strict rules that determine the link between your keywords and users’ queries on Google’s search engine. It is important to understand the difference between these two concepts.
A keyword is a term carefully considered and chosen by advertizers. It is a word, or set of words, for which they want to be visible. A query is what a person uses to search on Google.
Ideally, advertizers define their keywords to ensure that these are as close as possible to user queries. A keyword is the “theoretical” term (advertizers want to be visible with this precise term and not another). The query is the “practical” term (in practice, users have their own terminology when they search on Google). For example, if an advertiser chooses the keyword “evening skirt” for their campaign, they would not be visible on a similar query such as “evening dress.”
This could become very restrictive for advertisers; this is where the types of targeting options come into play. The types of targeting options will therefore be used to broaden the scope between keyword and query. This is made possible by the intelligence of Google’s algorithm that analyzes the semantic similarities between each word.
Google provides its advertizers with 4 targeting options to play with and make associations made between keywords and user queries.
Source: Market motive
Type of targeting [EXACT]
Type of targeting “EXPRESSION”
A more inclusive variant of the exact targeting type is expression queries. Your ad will be visible if the query includes your exact keyword as well as the addition of a term before or after it.
This type of targeting helps to broaden its visibility and keep a relative level of control. However, to keep optimal control with this type of targeting, it will be essential for the relevance of your campaigns to associate a list of negative keywords so that the terms are not out of scope with the ad.
Keyword: “evening dress”
Eligible requests: store evening dress, black evening dress
Non-eligible requests: sequined evening dress
Type of targeting +WIDE +MODIFIED (Modified Broad)
Let’s widen the reach even further without losing a certain level of control. This type of targeting helps to insert a term among the occurrences of a keyword. This type of targeting is flexible since you can tell Google whether you want to keep all your keywords or just part of it. This selection will be made by placing a ‘+’ sign in front of the terms you want to appear in queries in their exact form. However, remember that if close variations, such as spelling mistakes, inclusion of plural or singular words, abbreviations or acronyms will be taken into account, Google will nevertheless exclude synonyms.
Similar to expression queries, this type of targeting gives advertisers more options to include as many queries as possible and allows them a certain amount of control with the indication of ‘+’ and a list of negative keywords. It is often not necessary to add the ‘+’ sign in front of defined items or prepositions (a, the, etc.).
Keyword: +dress +evening
Eligible requests : sequined evening dress, buy dress to wear in the evening, dress for party
Non-eligible requests: day dress, evening pants
Targeting type WIDE (Broad)
This last type of targeting is undoubtedly the most inclusive and by far the least relevant. It is quite rare to see advertisers use this type of targeting. Indeed, this type of targeting includes all the close variants previously defined as well as synonyms of keywords and variations that Google considers relevant. In other words, in practice, it translates into anything and everything. Even with an extensive and intelligently thought-out list of negative keywords, it is not possible to manage the large volumes of variants that this type of targeting generates.
Keyword: evening dress
Eligible requests: summer dress, evening pants, karaoke night, cheap dress, fancy dress party
Non-eligible requests: –
Choose the types of targeting strategies based on the volume you need and the level of control you want to achieve. Google does not allow both volume and relevance. One will always be to the detriment of the other. In fact, the amount of your auctions will also vary in order to be more competitive on keywords for which you want more control.
ABOUT THE AUTHOR
Passionate about digital marketing since 2012, Tai DILEUTH has specialized in paid search engine marketing (Google Ads) to help companies develop high value-added products or services. Today it is with the challenge of accompanying customers on Google and Facebook that he is part of the Turko Marketing team.