Advertising on AdWords is the one way to guarantee that your apartment community will show up when certain keywords are searched for. Match types let you expand or limit Google’s interpretation of your keywords.
There are four match types:
+Broad +Match +Modified
It’s a great idea to get a basic understanding of the four match types so you are not paying for irrelevant clicks nor limiting yourself from potential residents!
Broad match is both the default match type and the one you need to be most careful with. Say you run the Chocolate Apartments in Hershey, PA and have the broad match keyword “luxury apartments.” You can show for “luxury boats,” “cheap apartments,” and even “expensive watches.” With broad match, you are telling Google that you want to show as long as one of your keywords, or a synonym, is searched.
Examples of some broad match terms you might target would be: luxury apartment in hershey, condos for rent in hershey, apartments for rent in hershey, or hershey apartment rental.
Broad Match Modifier
Broad match modifier keywords are versatile and may be your best option if you use them correctly. Using the “+” symbol in front of the keywords you want to bid on tells Google that each of those keywords needs to be in the search query. They can be in any order, but the keywords must be there. For example, “luxury apartments” can show for “luxury apartments in Hershey” and “luxury Hershey apartments,” but not for “cheap apartments in Hershey” or “luxury cars in Hershey.”
This type of match provides a more focused result and can get your ad in front of a more specified group of searchers.
Examples of Broad Match Modified terms you might consider are: +luxury +apartment +hershey, +condos for +rent in +hershey, +apartments for +rent +hershey, +hershey +apartment +rental, or +2 +bedroom +apartment +hershey.
Phrase match is similar to broad match modified keyword in that the keywords must all be searched for in order for your ad to appear. Phrase match takes it one step further and tells Google that those keywords must also be in the order that you specify. Keep in mind that additional words can be included in front or after your specified keyword string. For example, “one-bedroom apartments” would show for “one-bedroom apartments in Hershey” and “Hershey one-bedroom apartments,” but not “one-bedroom Hershey apartments.”
Examples of phrase match terms you might target for would include: “luxury apartment in hershey,” “hershey condos for rent,” “hershey apartments for rent,” “apartment rental in hershey,” or “hershey 2-bedroom apartment.”
Exact match is the most limited type of modifier and is also exactly what you think it is. If you only want to show for “luxury apartments,” your ads will only show for “luxury apartments.” Google will not show your ads if users added in other keywords to their query or if they have them out of order. This method can make your ads highly relevant to users’ searches, but can also limit whom you are reaching. Use this method when you find a few specific keywords in a specific order that has helped you convert leads over and over again.
Examples of exact match are pretty straightforward and the most targeted terms you could use: [luxury apartment in hershey], [hershey condos for rent], [hershey apartments for rent], [apartment rental in hershey], and [hershey 2-bedroom apartment].
To provide you additional data on your ads, Google offers a Search Terms Report in AdWords. The Search Terms Report allows you to see what users were searching for when they clicked your ad. You won’t find any surprises if you’re using exact match keywords, but if you use broad match modified or phrase match keywords, you will quickly find areas of opportunities and ways to avoid unwanted clicks.
In order to figure out what works for you, you’ll have to test out the different match types. Most likely, you’ll find that broad match modified or phrase match works best for you. While there’s a risk for any of the match types to fail, we’ve found that broad match modified is one that works best for a majority of clients. The only time you might want to consider strict broad match is when you have a long tail keyword like “2-bedroom luxury apartments in downtown Hershey.” But even then, caution is advised as someone searching for “bar downtown” could be shown your ad.
If you have any questions about AdWords or need help on getting started, we’re here! As a multifamily marketing company with a Google Premier Partners certification and AdWords certified staff, we can pinpoint which match type will work best for your specific needs.