Learn how to use keyword match types to improve your AdWords campaigns.

1. How to Use Keyword Match
Types
FOR SUCCESSFUL PPC MANAGEMENT

2. What are Keyword Match Types
 In paid search marketing, users searching for items
online can trigger ads by advertisers selling those
items if the advertisers have bid on the right
keywords.
 Beyond just bidding, there are strategies that you can
use to increase the productivity of your online
campaigns.
 One of these strategies is to use keyword match
types.

3. What are Keyword Match Types
 The same keyword match types will not work for
every campaign. All three can be utilized together, or
separately, depending on your PPC strategy and/or
business type.
Each match type has its own set of benefits, and
weaknesses, but when utilized together, you can
experience great results.

4. The four main keyword match types:
 Broad match
 Phrase match
 Exact match
 Negative match

5. Broad Match
 After you bid on a keyword by keying it in by itself,
your ad can be seen when any of the words appear in
a search question.
 This is the default selection.

6. Broad match
 Should your ad group include the keyword ‘running
shoes,' your ad would be qualified to display when an
individual’s search query includes either or both
keywords ‘running’ and ‘shoes’ in any order, and
possibly along with other terms.
 Your ads may also show for singular/plural
forms, synonyms, and other variations.
 With broad match chosen, ads can display on queries
for running, shoes, buy running shoes, running shoe
photos, women's shoes, and running clothes.

7. Broad Match
 Broad match is a critical keyword match type because it
reaches the largest potential audience
 By using broad match, your ad will emerge each time an
individual queries any word in your key phrase, in any
order.
 For instance, if you use broad match on "luxury
spa", your advertisement will be displayed any time a
user types "luxury spa", or "best spa."
 Since this is working on every term within your key
phrase individually and together, your ad may also be
seen when querying unrelated subjects.
 You can create negative keywords to protect against this.

8. Broad match
 Negative keywords are essential with expanded broad
match - an AdWords matching function that makes use
of synonyms or additional terms individuals might key in
to reach any of the words in your key phrase.
 Continuing the "luxury spa" illustration, an individual
may be shown your ad when looking for "salon", "spa
review", or "luxury hotel."
 While the original phrase may apply to your keywords,
plenty of queries are going to have nothing to do with
your ad, and that will cost you money.

9. Broad match
 Broad match keywords, are
the keywords that get the
most impressions.
 Broad match
keywords, activate anytime
one of the keywords are in
the search term in any
form, including
singular/plural
variations, synonyms, and
other appropriate varieties.

10. Broad match
 This keyword type works for companies with large
budgets, or companies attempting to get their name
out.
 If you are going for brand recognition, apply broad
match.
 If your advertising campaign is concentrated on
customers in the early stages of the purchasing
cycle, broad match might be a good way to target
people searching for your service, but unsure of what
to look up.

11. Phrase match
 Once you bid on a keyword
and include it in quotation
marks, as in "running
shoes," your ad can show
only when a user searches
on the phrase running
shoes, with the terms in that
order.
 Your advertisement might
also appear for queries
including different phrases
so long as it offers the words
you have selected.

12. Phrase match
 With phrase match
selected, ads may show in
inquiries to find black
running shoes, buy running
shoes, running shoes photo
and so on.
 Advertisements will not
show on searches for shoes
for running, winter shoes,
and snow shoes.

13. Phrase match
 Phrase match gives you some of the flexibility of
broad match, with more control.
 Your advertisement will only appear when a
consumer queries your key phrase with keywords in
the exact order you selected.

14. Phrase match
 If your key phrase is "sewing
supplies", your advertisement
will show every time a customer
searches for "sewing supplies,"
"discount sewing supplies," or
"sewing supplies wholesale,"
but not "sewing needles,"
"sewing machine supplies," or
"art supplies."
 The search can include words
before or after your keywords,
so there is flexibility, but, you
may be passing on potential
business.

15. Phrase match
 Should you use phrase match, your keyword or
keywords will generate ads if your search query
makes use of the precise order that your keywords
are in.
 When the search query contains extra terms, but the
keywords are in the organization you specify, your
advertisements can still display.

16. Phrase match
 If your keyword is ‘wool socks,’
your ads may still show if a
person types in ‘wool socks for
hiking.’
 Because of this, Phrase match will
reduce unrelated traffic, but can
still get you wasted impressions.

17. Phrase match
 Consider using this match type if you have a modest
Pay per click budget, since reduced impressions
result in an increased Click through rate and Quality
Score, reducing cost.
 If you are advertising a very targeted product (‘wool
socks’) but do not aspire to take away all traffic not
specifically regarding ‘wool socks,’ employ this match
type.

18. Exact match
 When you bid on a keyword and surround your
keyword in brackets ([tennis shoes]) your
advertisement will only show up when a person
searches for the precise phrase "tennis shoes" with
the words in that sequence, and without any other
words in the query.

19. Exact match
 Exact match is regarded as the most precise of the
keyword match types.
 With this match type, users are only going to see
your advertisement when they key in your particular
key phrase by itself.

20. Exact match
 For instance, if your key phrase is "ladies business
suit", your ad will only appear when a user looks for
"ladies business suit", instead of "business suit", or
"ladies suit".
 Visitors that click on your advertisement after
looking for that particular phrase are more likely to
be serious about your item or service; but, you will
have reduced visitors as a consequence.

21. Exact match
 If you desire only targeted traffic and a high
conversion rate, this kind of match type may be for
you.
 The downside is that you are restricting the
impressions your advertisements will get.
 This will help cost and conversion rate, however, as
you are limiting your ad campaign due to the
decreased volume of impressions.

22. Negative match
 When you bid on a keyword like ‘tennis racket’ (with
any of the above match types) and you include the
negative keyword ‘-used,’ (with a minus sign,
implying it is negative) your advertising will not
display for any queries that contain the word ‘used.’
 With negative match and an another match type
chosen, ads may show on searches for tennis racket,
buy tennis racket, tennis and so on.
 Ads will not show on searches for used tennis racket,
racket used for tennis and the like.

23. Negative match
 This match type is not necessarily a match type, but
more of a means to cut down on unwanted
impressions.
 In AdWords, there is a list of all the negative
keywords you have entered, signified with a minus
sign before them.

24. Negative match
 Negative keywords are keywords that disqualify a
query from populating an advertisement.
 For example, if you have ‘tennis racket,’ yet do not
want to show up for ‘tennis shoes,’ you would insert
the negative keyword ‘-shoes’ to your campaign.

25. Negative match
 Negative keywords can be as basic or as complicated
as you would like them to be.
 Be mindful of how you insert them. Many times in
accounts, if you experience a sudden decrese in
impressions, it can be because a negative keyword is
inadvertently deterring relevant traffic.

26. Negative match
 A negative keyword that is very broad will exclude
the word in any form within the search topic.
 Use broad words to rule out individual qualifiers,
instead of keywords.
 Use Phrase and Exact match Negative keywords once
you have discovered particular query strings that are
considered irrelevant, based on search data from
Search Query Reports.

27. In Summary
 It is possible to set up complete
ad campaigns with only one of
the match types, but to do so
would be missing out on the
prospects that each gives you the
advertiser.
 Assess your budget and
advertising goals to decide how to
best use all of the match types to
make your campaign more
successful.

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