Why should you always use Broad Keyword with exact match in Paid Search ?

Some of us usually do not target Broad Keywords with exact match. We often come to a conclusion that, if you usually target Broad keywords, it may lead to invalid clicks. There are basically two categories of people. First category of people would be in Research mode for buying a particular product and the other category would be in Buy mode. Our success always lies in the fact that, we target the people who are in “Buy Mode”. Usually the visitor searches for a particular information in groups of three or four. Various research suggests that the visitor scans the information, looking for the relevant titles based on their search query. Most of the visitors do not even traverse to the second page of the search results. Most of us start scanning from the top and scans a couple of organic search results. When the user do not find the exact title what he is looking for then he scans the sponsored results which appear on the right side of the page.

A recent research suggests that people who are on the “buy mode” more often scans the sponsored results and people who are in the research mode, always opt for organic results. Most of us, when we do a basic search, we do not provide the exact information on what we are looking for but rather we give a generic query. For example say we are planning to buy a “watch”. Most of us provide the search query as watches or watch and expects the search engine to guess the rest of the hidden information on what we are looking at.

Now if you look at the above screen-shot, people who are in the “buy now mode” might click the top sponsored ad links as it is more relevant, but others who are in “research mode” might opt for the other organic results. So it would always be a good choice to start with broad keywords with exact match to study the market and then later on expand it by targeting long tail keywords. Some times people who are in the buy mode often might include words like lowest prices, 40 to 60% off, guarantees, warranties, free shipping etc and people who are in the research mode might include words like princeton, rolex, features, customer reviews etc.

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