Keyword Match Types.

What is a keyword match type and how can it affect my campaign? Simple question but the ramifications are enormous in the world of AdWords.  There are three different types of keyword matches:

Broad Match:

This is the most commonly used match type and is a simple as it sounds.  A broad match takes the keyword and similar phrases or variations into account when used by a Google search.

Example: holiday house.

Ads will display for: holiday house, holiday accommodation, noosa holiday house, holiday house in melbourne city, holiday hotel.

You also have the ability of broad match modifying a keyword by adding a + to one or more of the keywords used.  This eliminates the variations on the specific word and it must be used in the search to display your ads.

Example: holiday +house

Ads will display for: holiday house, noosa holiday house, holiday house in melbourne city

Ads will not display for: holiday accommodation, holiday hotel

Phrase Match:

By entering your keywords surrounded by “xxx” we create a phrase match type.  This option means that the words in a Google search must be entered in this order.   Variations and similar phrases are now excluded however we are still able to have surrounding words.

Example: “holiday house”

Ads will display for: holiday house , noosa holiday house, holiday house in the Daintree rainforest, perfect holiday house in Australia

Ads will not display for: house for holiday, noosa house holiday, holiday where I stay in a house.

Exact Match:

By entering your keywords surrounded by [xxx] we create an exact match type.  This option allows the most specific and targeted keywords.  A search must contain these keywords in their correct order.  No variations, similar phrases or order will display ads.

Example: [holiday house]

Ads will display for: holiday house

Ads will not display for: noosa holiday house, house holiday, holiday house in the Daintree rainforest, holiday home.

Keyword match types are applicable to both your positive and negative keywords.  Effective use of your match types will help to drive both the amount and relevancy of traffic that visits your website through your Google Advertising.  By utilising the correct match type you can create a more effective and efficient Google Advertising campaign.

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