Many advertisers begin Google AdWords with a broad match keyword phrase.

For example – Garden Furniture

The problem has been that Google runs an “extended broad match” programme automatically which often means a search phrase “loosely” related to your search term might trigger you AdWord. In this instance “outdoor furniture” or “Patio Furniture” might trigger your AdWord. We have even seen instances where something garden related (but not furniture has triggered an AdWord).

The result is often poor quality clicks on your AdWords as the person searching was not looking for your product.

Thankfully Google have now allowed Google AdWords advertisers the “broad match refinement” facility. This means that by adding a “+” sign before a word, the search phrase MUST include this word to trigger the AdWord. Therefore in the case of Garden Furniture – you should now enter this as +garden +furniture. The search term triggered would have to include BOTH words to trigger your AdWord, which should see the number of impressions reducing significantly in people’s AdWords accounts.

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