Message match is when the search term matches with the ad, and it’s ideal because achieving it means that Google bolds your ad copy to stand out.

In the split second it takes someone to decide which ad to click, yours becomes instantly more relevant.

In an ideal world, when someone types in “Nutella cookies recipe,” you’d want an ad that has the following headline: “Nutella Cookies Recipe.” So how do you go about perfecting your message match? Single keyword ad groups (aka SKAGs) allow you to control the message match between the keyword and the text ad because only one keyword will trigger that specific ad.

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But when you have that many keywords per ad group, you can never have a 100% message match between the keyword you’re bidding on and the ad that is being triggered to show.

As you can quickly see, not all these keywords that you’re bidding on would be relevant to that one ad.

When you look at your search term report and see search terms that you want to show for but don’t match up exactly with the keyword that you’re bidding on, you’ll want to add that search term as an ad group level negative keyword (from the current ad group) and then create a new ad group for it.

To make sure your keywords are triggering the right ads to show, you should frequently perform keyword diagnoses.

When that happens, your search term report starts looking like this: To make this (almost ludicrous) level of granularity happen, you’ll need to start adding ad group level negative keywords (not campaign or account level negative keywords) when there’s a discrepancy between keyword and search term.

This will then prevent your short tail keywords stealing away impressions from the longer tail ones.

To do this, you’ll want to be at the keyword level view within your Ad Words account and click on the “Details” button and then “Keyword diagnosis.” Sometimes you’ll find that negative keywords, bids that are too low or internal competition are preventing certain keywords from triggering corresponding ads.

No matter the source of the problem, identifying the issue gives you the information you need to optimize your ads and make them hyper-relevant.

This will also have a positive impact on your landing page Quality Scores as Google sees that your page is very relevant to the keyword you’re bidding on.