Posts Tagged ‘keywords’

How to Use the AdWords Embedded Match Option

Friday, May 30th, 2008

The Google AdWords Embedded Match feature was part of one of the recent free StomperNet videos. To be specific, it was covered in the last 5 minutes of a 1 hour video when most watchers were probably overwhelmed already by the sheer amount of important information.

It would be sad if this wealth of information would be missed so it might be appropriate and helpful to repeat it here in written form to make a slower digestion possible.

What is an Embedded Match?

Embedded Match is an advanced keyword matching option in the setup of Google AdWords campaigns and compared to the usual Broad-, Phrase-, Exact- and Negative Match almost unknown and unused.

Embedded Match is not more than a combination of Negative Match with Exact Match or Phrase Match. That is, instead of applying Negative Match only to single words (“free” is probably the most often used Negative Match word applied by advertisers who do not want freebie seekers to see their ad) you can apply it to a whole phrase or a phrase in combination with additional words.

The quite meager Google documentation gives as an example, that an advertiser for Toy Story merchandising products wouldn’t want his ad appear for the exact search term “Toy Story” because this would be mainly typed in by users searching for information about the movie itself. So he would set up his campaign with the Embedded Match -[Toy Story], that means Negative Match for the exact phrase.

That is about all one can get from Google’s Embedded Match documentation. But according to the StomperNet Video, it is a incredibly powerful tool which can and should be applied not only to such special cases but to almost any campaign, especially if it includes separate ad groups for Broad-, Exact- and Phrase Match. The advantage is a much clearer structure in the campaign. This can be of invaluable help in analyzing, tracking and optimizing the combination of the ad and the accompanying group of keywords.

I stick to the “baby gifts” example from the video:
A seller of baby gifts would setup his AdWords campaign with 3 separate ad groups, one for the Broad Match, one for the Phrase Match and one for the Exact Match. He would create 3 different ad copies tailored to each ad group.

Clever use of Embedded Match would now be, to include a Negative Phrase Match (-“baby gifts”) into the Broad Match ad group. As an effect, every search query of the phrase “baby gifts” in any combination with other words would not trigger the Broad Match ad but only the special Phrase Match ad.

In the Phrase Match ad group one would place a Negative Exact Match (-[baby gifts]) with the purpose to have every specific “baby gifts” search query directed to the special ad for the Exact Match ad group.

The major point of this setup is, that with this use of the Embedded Match option the advertiser has almost total control about what ad is displayed for a certain type of search query while without it he has very little control.

He might have an ad which works perfectly for exact “baby gift” searchers but it’s effectiveness can be reduced because these searchers might as well see the Phrase Match ad or the ad designed for the Broad Match ad group. This possibility is excluded if Embedded Match is applied. The effect will be a more profitable campaign.

Knowing and completely understanding such special terms can often make the difference between successful Internet marketing and failure. Therefore the definition of Embedded Match was included in The Internet Marketing Dictionary, the most up-to-date dictionary on Internet marketing terms on the Web.

Klaus Lehne
Author of The Internet Marketing Dictionary