How to Maximize Conversions Using Phrase Match Keywords
In the ever-evolving landscape of digital advertising, maximizing conversions is the ultimate goal for any marketer. Whether you’re running Google Ads campaigns or using other paid search platforms, the right keywords can significantly impact your success. One of the most effective keyword match types to drive conversions is phrase match. By understanding how to use this match type properly, advertisers can attract high-quality traffic and improve conversion rates.
In this blog, we’ll dive into what phrase match keywords are, how to effectively use them in your campaigns, and how they can help maximize conversions.
What Are Phrase Match Keywords?
Phrase match keywords allow your ads to show when a user searches for your target keyword, as long as the search includes your phrase in the exact order, with additional words before or after the phrase. This match type is more flexible than exact match but still maintains a degree of control over the search queries that trigger your ads.
For example:
Keyword: "digital marketing agency"
Search Query: "best digital marketing agency for small businesses"
Match: This would trigger your ad because it includes the phrase "digital marketing agency" in the exact order, even though additional words appear before or after the phrase.
Unlike broad match, which may show your ad for irrelevant or loosely related searches, phrase match helps to refine the audience and deliver more relevant traffic that is more likely to convert.
How Phrase Match Keywords Maximize Conversions
Greater Control Over Your Audience With phrase match keywords, you can control which search queries trigger your ad while still reaching a broader audience compared to exact match. This balance allows you to target users who have a more specific intent, which increases the likelihood that they will convert.
Capture Relevant Long-Tail Keywords Phrase match allows you to capture long-tail keywords—those highly specific search queries that usually indicate strong buying intent. For example, “affordable SEO services for small businesses” might be a long-tail keyword that would trigger your ad if you’re bidding on "SEO services" with a phrase match. Long-tail keywords tend to attract users who are further along in the buying process, making them more likely to convert.
Increase Ad Relevance By using phrase match, your ads are more likely to be shown to people who are looking for exactly what you offer. This improves the relevance of your ad, which can lead to higher click-through rates (CTR) and better Quality Scores on platforms like Google Ads. The higher your Quality Score, the less you pay for your ads, and the more conversions you can generate within your budget.
Optimize for User Intent Phrase match is a great tool for capturing user intent. By bidding on specific phrases, you’re targeting users who have already demonstrated some level of interest in your product or service. This targeted approach means your ads are more likely to resonate with users and encourage them to take the desired action, whether that’s making a purchase, signing up for a demo, or filling out a contact form.
Flexible Adjustments One of the biggest benefits of phrase match keywords is the flexibility it provides. As your campaign progresses, you can adjust your bidding strategy, add or remove specific phrases, and tailor your messaging based on the performance of certain keyword variations. This agility lets you maximize the effectiveness of your campaigns over time, further boosting conversion rates.
Best Practices for Using Phrase Match Keywords to Maximize Conversions
Refine Keyword List Regularly Keep a close eye on the performance of your phrase match keywords and adjust your list as necessary. Look for opportunities to add more targeted phrases or remove underperforming ones. Regularly reviewing your keyword list ensures that your ads continue to align with user intent, helping to increase conversions over time.
Use Negative Keywords Even with the more targeted nature of phrase match, irrelevant searches may still trigger your ad. This is where negative keywords come into play. Negative keywords prevent your ads from showing for irrelevant search queries. For instance, if you're selling premium products, you might use negative keywords like "cheap" or "free" to avoid wasting budget on clicks that won’t lead to conversions.
Leverage Ad Extensions Ad extensions provide additional opportunities to engage users. Use sitelink extensions, callout extensions, and structured snippet extensions to provide more context and make your ads stand out. When your ad is more informative and relevant, users are more likely to click and convert.
Optimize Landing Pages The user experience doesn’t end with the ad click. After a user clicks on your ad triggered by a phrase match keyword, they should be taken to a landing page that closely aligns with the search intent behind the keyword. Ensure that the landing page is relevant to the phrase you’re targeting and provides a clear, compelling call to action. A well-optimized landing page can significantly increase conversion rates.
Track and Adjust Campaigns Continuously track the performance of your phrase match keywords. Monitor key metrics like CTR, conversion rate, and cost per conversion. Adjust your bids and targeting as needed based on which phrases are driving the most valuable traffic. Testing and optimization are essential to ensuring that your campaigns remain effective and continue to drive conversions.
Common Mistakes to Avoid with Phrase Match Keywords
Overloading with Keywords Don’t overload your campaign with too many phrase match keywords. It’s better to focus on a handful of high-performing keywords and optimize them for maximum impact than to spread your efforts too thin across a large keyword set.
Ignoring Search Term Reports Always review your search term reports to see what exact searches triggered your ads. This helps you identify any irrelevant terms that you can exclude with negative keywords, and it also provides insights into potential new keywords to target.
Not Using Enough Negative Keywords Negative keywords are just as important as your primary target keywords. Without them, you risk wasting your budget on irrelevant clicks, which can harm your ROI and hinder your conversion efforts.
Conclusion
Phrase match keywords are a powerful tool in the digital advertising arsenal. By focusing on specific phrases that reflect user intent, advertisers can drive more relevant traffic to their ads, improve click-through rates, and maximize conversions. Regular optimization, the strategic use of negative keywords, and alignment with user intent all contribute to making the most of phrase match keywords.
By incorporating these best practices into your advertising strategy, you can enhance the effectiveness of your campaigns and ultimately achieve higher conversion rates, ensuring that your budget is spent where it matters most.