Tipos de concordancia en Adwords

Una de las cosas básicas que debemos tener en cuenta a la hora de configurar nuestra campaña en Adwords es conocer los tipos de concordancia existentes.

¿Qué son las concordancias?

Las concordancias son una manera que tenemos de decirle a Google cómo de específicas queremos que sean las búsquedas de los usuarios. El usuario realizará distintas combinaciones de keywords que, dependiendo de la concordancia elegida, producirán impresiones de nuestros anuncios.

¿Cuántos tipos de concordancia hay?

Hay 4 niveles de concordancia

  • Concordancia amplia
  • Concordancia amplia modificada
  • Concordancia de frase
  • Concordancia exacta

A continuación vamos a ver en detalle cada uno de estos tipo de concordancia y los problemas y ventajas que nos puede ocasionar su uso. Para los ejemplos voy a utilizar una campaña ficticia para un fotógrafo que quiera vender sus servicios.

Concordancia amplia: Con esta concordancia le estamos dando permiso a Google de añadir más información a nuestras keywords, o incluso sinónimos.

  • Keyword elegida: Fotógrafo profesional
  • Buen resultado: Fotógrafos profesionales (la concordancia amplia permite los plurales)
  • Mal resultado: Cámaras fotográficas profesionales (nuestro fotógrafo no vende equipamiento y por lo tanto esta sugerencia de Google nos perjudica)

Concordancia amplia modificada: Con esta concordancia le decimos a Google que ciertas palabras deben aparecer por obligación en la búsqueda. Identificamos esas palabras poniendo el símbolo + delante de cada una.

  • Keyword elegida: +Fotógrafo +profesional
  • Buen resultado: Fotógrafo muy profesional en estudio (nuestro fotógrafo trabaja en estudio, por lo tanto este resultado nos beneficia)
  • Mal resultado: Fotógrafo muy profesional en Madrid (nuestro fotógrafo se encuentra en Alicante y no en Madrid)

Concordancia de frase: La keyword elegida con esta concordancia debe aparecer tal cual. Sin embargo puede ir precedida o seguida de más información. La concordancia de frase se especifica situando la keyword “entre comillas”

  • Keyword elegida: “Fotógrafo profesional”
  • Buen resultado: Busco un fotógrafo profesional para bodas (las bodas están incluídas dentro de sus servicios, por lo tanto este es un buen resultado)
  • Mal resultado: Cursos de fotógrafo profesional (obviamente nuestro fotógrafo no ofrece cursos, por lo tanto este resultado también nos perjudica)

Concordancia exacta: La búsqueda debe ser exáctamente igual que nuestras keywords. Google no puede añadir ninguna otra palabra. Configuramos la concordancia exacta situando nuestra keyword [entre corchetes]

  • Keyword elegida: [Fotógrafo profesional]
  • Único resultado posible: Fotógrafo profesional

¿Qué tipo de concordancia debo elegir?

Si todavía no tienes demasiada experiencia en Adwords conviene empezar por la concordancia exacta para evitar impresiones, clicks y gastos innecesarios. Poco a poco puedes ir probando abriendo los niveles de concordancia y siguiendo el orden lógico, es decir, pasarás de concordancia exacta a concordancia de frase, seguirás con concordancia amplia modificada y finalmente acabarás con concordancia amplia.

Cuando utilizas cualquier tipo de concordancia, Adwords te dice exáctamente cuáles han sido las búsquedas de los usuarios que han generado un click en tu anuncio. Debes consultar a diario estos informes para asegurarte de que no se te están colando términos de búsqueda que realmente no te interesan. Por razones obvias estos informes no están disponibles cuando se trata de la concordancia exacta ya que el término de búsqueda y la keyword es exáctamente el mismo.

La concordancia negativa

Aparte de los 4 tipos de concordancia anteriormente descritos, podemos decir que existe un quinto tipo que es la concordancia negativa. Con esta concordancia le decimos a Google que no muestre nuestros anuncios cuando la búsqueda del usuario contenga las palabras que hayamos seleccionado. Identificamos estas palabras colocando el signo – delante de ellas.

La concordancia negativa se puede utilizar en combinación con cualquiera de los otros tipos de concordancia.

  • Keyword elegida: Fotógrafo profesional (en concordancia amplia)
  • Keyword negativa: -curso -trabajo (nos aseguramos de que nuestro anuncio no aparezca cuando alguien busque trabajo o cursos sobre fotografía)

Espero que esta pequeña introducción a los tipos de concordancia existentes en Adwords te ayude a configurar tus Keywords de manera más acertada y evites los gastos innecesarios.

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