Keywords are words + Phrases that you select for each AD Group.
Keyword Match Types:
Match types tell Google how much “Freedom” they have when pairing your keyword with search Queries.
You can select broad match type, modified broad match type, phrase match type, or exact match type for your keyword match type when bidding on a keyword in your PPC Campaign
|Match Type||Symbol||Example Keyword||Ads can show When||Example Query|
|Broad Match||None||Leather Desk Chair||Synonyms Variants Related Search||Office
|Broad Match Modified||+Keyword||+leather +desk +chair||contains modified term+other term in any order||Free leather desk chairs|
|Phrase Match||"Keyword"||Leather Desk Chair||Enclosed phrase with appended/prep ended text||buy leather desk chair|
|Exact Match||[Keyword]||[Leather Desk Chair]||Exact term/phrase enclosed in brackets||Leather Desk Chair|
|Negative||-Keyword||-leather||Searches without the negative term||desk chairs online|
It’s a Default Match Type. It Captures the most clicks and impressions use with extreme caution and care.
|Broad Match Keyword||Ad may show on searches for|
|Leather Desk Chair||Free desk chairs, office furniture, desk chairs, used desk chairs|
|Wood Corner Desk||corner office for rent, plastic desk, corner desk, wood corner desk for sale|
spend less time building a keyword list.
Strategy can work with a larger R&D budget.
Cheapest CPC in most cases.
Spend tons of money very fast on bad clicks
Will get a lot of irrelevant clicks/traffic
Low CTR Can hurt your Quality Score
Broad Match Modifier:
Use the +symbol to cut out related synonyms and terms. Still, it can generate a lot of bad links for irrelevant Queries. The query must include all your modified terms, necessarily in that order with additional terms that are not modified.
|Keyword||Ad show like|
|+leather +desk +chair||leather desk chair for sale, picture of chairs desk and leather couches|
|+leather +desk chair||Desk with leather inlays, desk chair made of leather|
Improved CTR Over Broad Match
Cheaper CPC than Phrase and Exact Match
Don’t think this will get you out of negative keywords
If the order of your keywords is important don’t use Broad Match Type(Use Phrase Match)
It can be a Challange to generate a good CTR which can generate a negative impact on your Quality Score.
The ad appears for Searches containing your exact keyword with additional words/phrases before/after your keyword. Still, it can generate a lot of bad clicks for irrelevant Queries.
|Phrase Match||Ad Shows||Ad not show|
|"Leather desk chair"||Buy leather desk chair online||Buy leather chairs online|
|"Office Accessories"||Images of office accessories||Accessories office|
|"Extra Padded Chairs"||Extra Padded chairs for free||Padded chairs with extra padding|
The Ad will only show for Queries containing your exact keyword without any additional words/phrases appended/prepended. Exact match can generate the highest CPC’s and CTR’s.
|Exact Match||Ads may show on searches||Ad will not show for|
|[Leather Desk Chair]||Leather Desk Chairs||Buy Leather Desk Chair|
|[Office Accessories]||Office Accessories||Office Accessories for sale online|
|[Extra Padded Chairs]||Extra Padded Chair||High Quality Extra Padded Chair|
Optimizing the Google Ads / AdWords Keyword match types is crucial because it enables you to reach your target audience while avoiding unnecessary expense on irrelevant clicks.
Tools for Keyword Research:
- Google Keyword Planner
- Google Suggestions
- Google Related Searches