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"Concordancia Integrada” para sus palabras clave

"Concordancia Integrada” para sus palabras clave

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Existe un quinto tipo de concordancia para tus palabras clave, menos conocido, pero del que puedes hacer uso como estrategia en tus campaña con muy buenos resultados.

Los cuatro tipos de concordancias de palabra clave en una campaña de Google AdWords son:

• Amplia: el más usado y el que se encuentra por defecto. Si la palabra clave está en el término de búsqueda, se disparará el anuncio, no importan las otras palabras que el usuario haya buscado. El anuncio se mostrará también si se busca una variación de la palabra clave, por ejemplo si ofertamos por “auto” y se busca “autos”.

• Frase: Se respetará exactamente el orden y cómo fue escrita la palabra clave para disparar el anuncio. Otras palabras pueden estar antes o después en el término de búsqueda, pero no en el medio. La concordancia frase se representa con comillas, ej.: “autos usados”.

• Exacta: El término de búsqueda debe ser exactamente igual a la palabra clave para disparar el anuncio. Este tipo de concordancia se escribe con corchetes, ej.: [autos usados].

• Negativa: si el término de búsqueda contiene esta palabra, no se disparará el anuncio. Ej.: – gratis

A pesar de que estas sean las 4 formas de concordancias que la mayor parte de los usuarios conocen, existe una estrategia que se puede considerar un quinto tipo de concordancia, llamada “integrada”, que es una combinación de Exacta, Negativa y Amplia.

Es usada para evitar que los anuncios aparezcan en relación con ciertas frases o concordancias exactas. Por ejemplo, un anunciante que vende merchandising le gustaría evitar que sus anuncios aparezcan cuando la gente busca solamente “Toy Story”, ya que quiere que siempre incluyan otra palabra, como “camisetas de Toy Story” o “muñecos de Toy Story”.

Para esto, agrega dos palabras clave:

– [toy story]
toy story

En la primera, estás diciendo que no quiere que el anuncio se dispare cuando el término de búsqueda es sólo “Toy Story”. Y con la segunda palabra clave, instruyes a AdWords para mostrar variaciones amplias de la palabra clave “Toy Story”.

Eso es todo, basta con agregar la palabra clave en forma exacta y negativa, y volverla a agregar como amplia.

Autor: Pablo Fahlne. Publicado por Lucila Schcolnik.

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