Google Keyword Match Types

Keyword match types help control which searches on Google can trigger your ad. So you could use broad match to show your ad to a wide audience or you could use exact match to edge in on specific groups of customers.

Google Keyword Match Types:

When creating a text ad in your Google AdWords PPC campaign, you can select these match types broad match, modified broad match, phrase match, or exact match for your keyword match type. Each match type in your AdWords account has its advantages and disadvantages itself.

  • Adwords Broad Match Types: Broad match is the default match type and it reaches the large audience when using broad match your ad is eligible to appear whenever a user’s search keyword includes any word in your key phrase, in any order. For example, if you might use broad match on “luxury car”, your ad might be displayed if a user types “luxury cars”, “fast cars”, or “luxury apartments”. Google may also match synonyms to your ad searchers. For example, your ad might be displayed when someone searched for “expensive vehicles”, who does not include any of the words in your keywords. Because Broad match ads are set up to reach the large possible audience, searchers might see and click your ad when querying unrelated topics Again, since the broad match is the default match type, it’s important but to be very careful. Broad match keywords are the great way to drive lots of clicks, but advertisers need to keep a close eye on their search query reports to ensure that they are not playing for irrelevant traffic that does not convert. For example, look at these Google ads produced by the search on “piano benches”. Two of the ads that displayed for other kinds of benches, and one is for pianolamps, these do not match the deep of the search query well you can set up negativekeywords to help prevent your ads from showing on searches that are not related to your business.


            Example Keyword: women’s bag

            Example Search: Buy ladies bag

  • Modifier Broad Match: It can be viewed as a sort of middle ground between broad match and the more restrictive match types below. It allows you to reach a similarly large audience, but better control to see your ad by locking individual work in a key phrase using the “+” specification. When you add plus sign in front of a term in your keyword, you are telling that Google that the search query must include that term. For example, let’s say you enabled modifier broad match in AdWords for the keyword +Get batteries. If you attached it to the word +batteries search queries must include that word before your ad can enter the auction.


            Symbol: +keyword

            Example Keyword: +women’s +bags

            Example Search: bags for women

  • Phrase Match Type: This is a type of keyword setting which enables an ad to be shown only when person’s search has an accurate phrase of your keyword or close variations of your keyword exact phrase. For example, if your keyword was “pet supplies”, your ad could appear when a user searched for “pet supplies”, “discount pet supplies”, or “pet supplies wholesale, but not appear like “pet food”, “pet bird supplies”. Since the query can contain before text or after your keywords. Through the use of phrase match, you can find a keyword to generate your ad only when someone looks for the similar keyword phrase.     


           Symbol: “Keyword”

           Example Keyword: “women’s bags”

           Example Search: buy women’s bags, women’s hat cost, nike women’s hat

  • Exact Match Type: Exact match is the most impact and opposed to the keyword match types, with this match types, users can only see your ad when they type your exact keyword phrases by itself. For example, if your keyword was [black cocktail dress], your ad is only able to show up when a user searches for [black cocktail dress] not for [cocktail dress], [black dress], or [expensive black cocktail dress]. In other side, users who click on your ad when searchers are interested in your product or services, so using exact match can reduce unwanted costs and keep conversation rates high. In another way, you will have less traffic as a result of your restrictions, because these more specific search queries have lower search volume, and you won’t get as many overall impressions.


              Symbol: [Keyword]

              Example Keyword: [women’s bags]

              Example Search: women’s bags

  • Negative Match: Negative keywords enable you to include search terms for your PPC Advertising. The feature will enable you to concentrate only on keywords which are important for your customers. For better rankings, you can present your ad in front of interested users and give a big boost to your ROI. While choosing negative keywords, you need to look for search terms which are comfortable to your keywords, but cater to customers while looking for some other product.


            Symbol: -keyword

              Example Keyword: -women

              Example Search: baseball bags

Match Type Special Symbol Example keyword

Ads may show on 

searches that

Example searches

Broad Macth none women’s hats Are synonyms, related searches, and other relevant variation

Buy ladies hats

Borad Match Modifier +keyword +women's +hats Contain the modified term ( or close variations, but not synonyms), in any order

Women’s hats

Phrase match

“keyword” “Women’s hats” Are a phrase, and close variations of that phrase

Buy women’s hats

Exact match

[keyword] [women’s hats] Are an exact term and close variations of that exact term

Women’s hats

Negative match

-keyword -baseball Are searches without the term

Baseball hats

How do Match types Affect your Adwords Results:

                    Match type can have a major clash on your Google account performances, they are the control exactly key phrases which search queries you are bidding on. As you determine which match type to use for each keyword, there are a few key components to consider.

  • Performance to date

  • Competitors

  • Bids

  • Ad text & AdWords account structure

              Conclusion: Using of Google Adwords match types is essential because it allows you to reach your target audience while avoiding unnecessary spend on irrelevant clicks.


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Google Keyword Match Types

Keyword match types help control which searches on Google can trigger your ad. So you could use broad match to show your ad to a wide audience or you could use exact match to edge in on specific groups of customers.

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