In the ever-evolving realm of digital marketing, Small and Medium Enterprises (SMEs) providing services face the challenge of maximising their online visibility to attract a diverse clientele. An effective strategy to achieve this is through the use of Broad Match Keywords in search engine marketing, particularly in Google Ads campaigns. For instance, consider an SME that offers landscaping services. By using a Broad Match Keyword like “garden services,” their ad could appear for a wide range of searches including “lawn care,” “garden maintenance,” and “local landscapers.” This approach significantly broadens the reach of their campaign, as it captures a variety of search terms closely related to their core offering.
A typical Google Ads campaign structured around Broad Match Keywords involves setting up ad groups that contain these broad match terms. Each ad group targets a general theme (e.g., landscaping services) rather than specific phrases. The campaign then serves ads based on these broad criteria, capturing a wide array of user queries that might not have been directly anticipated but are relevant to the business’s services. This strategy ensures that the SME’s ads appear for a multitude of search queries, increasing the likelihood of reaching potential clients who are in different stages of the buying process or have varying ways of searching for the needed service.
Here’s why Broad Match Keywords are a game-changer for SME service providers.
1. Increased Exposure to a Wider Audience
Broad Match Keywords are designed to display your ads to a wider audience. By triggering your ads for searches that include variations of your primary keyword, including synonyms, related searches, and other relevant variations, they ensure that your service offerings reach a broader segment of potential customers. This increased...
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