Keyword Match Types
The keyword match types dictate how closely the keyword needs to match with the user’s search query so that the ad can be considered for the auction. You must know it, when you run PPC marketing campaign. They help balance between reach and relevance.
Various types are mentioned below:
a)Broad match keywords
b)Modified Broad match keyword
c)Phrase match keyword
d)Exact match keyword
e)Negative match keyword
Broad Match
- Default match type if no symbols are used.
- Ads may show on searches related to your keyword, including synonyms, related searches, and variations.
- Maximum reach but can be less targeted.
Example:
Keyword: women shoes
Ads may show for searches like: buy ladies footwear, women’s sandals
Broad Match Modifier
- Use “+” before a word to indicate that the word must be included in the search.
- Ads appear only if the search includes the modified terms or close variants.
Example:
Keyword: +women +shoes
Ads show only if the search contains both women and shoes, but order and other words can vary like shoes for women, women’s running shoes etc.
Phrase Match
- Use quotation marks around keywords.
- Ads appear when the search includes the exact phrase (in order) or close variations with extra words before or after.
Example:
Keyword: "women shoes"
Ads show for searches like: buy women shoes, women shoes online etc.
Exact Match
- Use square brackets around the keyword.
- Ads show only if the search query exactly matches the keyword or close variants (like plural forms or misspellings).
Example:
Keyword: [women shoes]
Ads show for: women shoes, women’s shoes
Negative Match
- Use minus sign (-) before a keyword to exclude searches containing that word.
- Prevents ads from showing for irrelevant searches.
Example:
If you add -cheap as a negative keyword:
- Your ad won’t show for
cheap women shoes - But will show for
women shoes online