Choosing the right keyword match type can make or break your Google AdWords campaign. In this comprehensive guide, we'll dive into the different match types available and offer tips on how to choose the best one for your business.
What are keyword match types?
Keyword match types are settings you can use in Google AdWords to control how your ads are triggered by search queries. There are four match types available: broad match, modified broad match, phrase match, and exact match. Each match type has its own unique way of determining which search queries will trigger your ads, and understanding these differences is crucial for creating effective campaigns.
Broad match
Broad match is the default match type in Google AdWords. It allows your ads to appear for searches that include any word in your keyword phrase, in any order. For example, if your keyword is 'running shoes,' your ad might be triggered by searches for 'buy running shoes,' 'best shoes for running,' or 'running sneakers.' While broad match can reach a wider audience, it can also result in irrelevant clicks and low-quality traffic. It's important to carefully monitor your campaigns using this match type and use negative keywords to filter out irrelevant searches.
Modified broad match
Modified broad match is a more targeted version of broad match. By adding a plus sign (+) in front of one or more words in your keyword phrase, you're telling Google that the word(s) must be included in the search query for your ad to show. For example, if your keyword is '+running +shoes,' your ad might be triggered by searches for 'best running shoes' or 'running shoes for women,' but it won't be triggered by searches for 'shoes for running.' This match type can help you reach a more targeted audience while still allowing for some variation in search queries.
Phrase match
Phrase match is more specific than broad match and allows your ad to appear for searches that include your keyword phrase in the same order. For example, if your keyword is 'running shoes,' your ad might be triggered by searches for 'buy running shoes' or 'best running shoes for women,' but it won't be triggered by searches for 'running sneakers.' This match type can be a good balance between reach and relevance, but it may still result in some irrelevant clicks. To avoid this, it's important to regularly review your search terms report and add negative keywords as needed.
Exact match
Exact match is the most targeted match type and allows your ad to appear only for searches that exactly match your keyword phrase. For example, if your keyword is '[running shoes],' your ad will only be triggered by searches for 'running shoes' and not variations like 'shoes for running' or 'best running sneakers.' This match type can be highly effective for reaching a very specific audience, but it can also limit your reach and may require the use of additional keyword variations to capture all relevant searches.
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