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  • by Becky
  • May 1, 2016

Managing AdWords campaigns takes considerable time and effort. One of the most critical parts of creating a powerful AdWords campaign is understanding and utilizing Keyword Match Types.
In short, Keyword Match Types help control which searches trigger your ad. There are a number of different keyword match types to use.

Keyword match and click fraudBroad Match : This match type enables your ad to be displayed to the widest audience. Searches with words similar, using plural forms of the keywords and synonyms will trigger your ad to the person searching. The broader the keyword, the more traffic potential. The disadvantage to using broad match keywords is that your ad might show in irrelevant searches. This is critical, as Click Thru Rate (CTR) is determined by the number of impressions divided by the number of clicks. If your ad is showing on irrelevant searches, and getting clicked on, you paid for that click.
In addition to paying for a click that was not relevant, your Ad Quality score will be negatively impacted. In short, casting a wider net with broad search is not always a good idea.

Phrase Match: By using  quotation marks “ “ in front of and after your keywords, you are signaling to the Ad network to only show your ads when the phrase or words inside the quotes are used in searches. In addition, the search must contain the same word order as what is inside the quotes. Searches with words not in the quotation marks can still trigger your ad, but only if the searcher also typed the word or phrase itself.

Exact Match: To signal to the Ad network that you want the ad to show in exact matches use the square brackets [ ] before and after the word or words you want to focus on.
This narrows the audience significantly, as only the search terms that exactly match the terms in brackets will trigger your ad.

Negative Keywords: Negative keywords are set-up by using the Minus sign in front of the word that you want to exclude. For example, you are advertising for men’s basketball shoes, but you do not want your Ad to come up in searches for children’s basketball shoes, as you do not carry children’s shoes. By using the minus  in front of all the words associated with children’s shoes, you effectively block your ad from searches that are not relevant.

The above is a very brief summary of keyword match types and anyone who runs sophisticated AdWords Campaigns understands how much effort is required. This is yet another point where click fraud damages your business.
If you are running the campaign yourself or you hired an AdWords specialist, you want to maximize your return on investment. It can take hours and months to create effective Ad Words campaigns.
All that goes out the window when your ad is attacked by fraud. One of the most common methods of click fraud by “robots” – called “botnets” in the community. These bots find your Ad and click on it. They click and click and click. The robots are finding your ads despite your efforts to reduce irrelevant traffic.
And worse, each click costs you money. In addition to the money, however, your entire campaign statistics become increasingly irrelevant. The metrics your AdWords campaign dashboard is based on do not reflect robotic fraudulent clicks. For example, you want your ad to show up for anyone searching for Athletic Shoes for teenagers. You spend considerable effort building your campaign to show up in specific regions, at specific times of the day, etc. You make sure to build campaigns with Exact Match terms; with Phrase Match and you use negative match techniques. All in effort to bring the most relevant traffic to you. This improves your CTR, it improves your quality score. The robots programmed to fraudulently click still find your ad and still click. By now you are starting to understand the sophistication of the fraud and how it not steals your money and your time.
We at understand your pain. The Clickfrauds detection tool was built by PPC AdWords experts. The team at developed an algorithm that monitors your traffic live and responds to potential threats as they occur with the AdWords API. Our system automatically excludes the perpetrating IP addresses from your AdWords account. In addition, our system continually performs cross account analysis to identify problematic IP addresses that could potentially threaten your account as well. Once a click fraud performing IP address has been identified within multiple accounts, it is then marked as blacklisted. A blacklisted IP address is added to the blocked IP list for all of the accounts that our system monitors, saving these accounts from potential click fraud activity

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