An Introduction To Keyword Match Types In Google AdWords

Posted By on May 4, 2019



Hello, I'm Sophie, and today I'll be talking
to you about keyword match types in AdWords. Keyword match types are something that you
really need to consider before actually setting up your PPC campaigns. So today I'll be running
you through each match type and their uses. First of all we have exact match type. This
is where people can only see your ad when they type in the exact keyword targeted into
Google. For example, take the keyword "wedding dress." This would appear in the query as
it is in that specific order. It can also appear for close variants too, so bear that
in mind. This is actually a great match type to use for targeting specific keywords, and
it can be relatively cheap too. But, on the flip side, it can limit the amount of traffic
that's actually coming in. Moving on to phrase match, this is where people
can only see your ad when they type the targeted key phrase into Google before and after your
actual key phrase, and it has to be in that specific order. For example, again if you're
using the example keyword of "wedding dress," the example searches that would come from
it would be white wedding dress or white wedding dress 2015. Your ad would then appear for
this. This is also a great match type to use as it is more relevant than broad match and
it does give you actually more control over what's appearing. Moving on to broad match type, this is where
the searcher's query can actually be related to any word in your key phrase. This can include
synonyms or close variants, and it can also be in any order. Again, targeting the keyword
"wedding dress," example searches would be wedding gown. This is actually the default
match type in AdWords when you do set up your campaigns. It does reach out to the largest
amount of people. So you can bring in quite a lot of traffic through using this match
type. However, on the flip side, it can become very costly to use. I personally try to avoid
using this match type. Moving on to modified broad, this is where
you use the plus sign in front of each of your keywords in your targeted key phrase.
This is actually used within a broad match keyword. By adding that modifier to the actual
keywords can actually appear in between and before and after your key phrase that's targeted.
This can also be in any order as well. Again, taking the example "wedding dress," your example
search could be dress for wedding. Modified broad is actually a more targeted version
of the broad match. It won't show for synonyms or related searches like the broad match type
does. I would say this is probably the best match type to use because you can get a good
return on investment whilst actually bringing in more clicks at the same time. Moving on to negative keywords, they work
by preventing ads from showing when certain terms are actually searched for in Google.
They can be used as exact phrase and broad. However, do bear in mind they can't be used
for modified broad. So there we have it, the use of all keyword
match types. If you have any questions, please let me know in the comments at the end of
the video. Thanks so much.

Posted by Lewis Heart

This article has 10 comments

  1. Under negative keyword search if you have -wedding -dress won't the search example not have "wedding" in the title? Your answer says "wedding outfit." Can you please explain. Thank you

    Reply
  2. It was nicely explained the keywords type. Thank you so much…..

    And Most Important you look so cute… 🙂

    Reply
  3. Question Dear! 🙂 I just started using AdWords. On the "Daily Budget" which you set, is that the MAX? Example- If i set my budget for 1$ per day, would the ads keep running that day until that 1$ was used and then the ads stop, as to prevent you from going over your daily budget? Thanks love!

    Reply

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