PPC: What are keyword Match Types for Google Adwords Campaigns?

Posted by junaid 5:10 PM

Hello, this is the first post in PPC section. In this first post, we are straight reviewing about the keyword match types for Google Adwords campaigns. We all know, it’s hard for new advertisers to have the right information about the Google Adwords campaigns for PPC campaigns so I personally researched on the exact information for keyword match types, their uses, pros & cons and something more intelligent.

Keyword match types are basically the game of intelligence where you calculate what exactly users are searching for along with get ridding of bad clicks through your campaigns that can cause some hectic issues to your revenue plans. There are basically three types of keyword matches which we target in our Adwords campaigns.

1. Broad
2. Phrase
3. Exact

Broad are basically from those keyword match types in which you are targeting the audience or clicker that is searching for any word from your keyword in his query. For example, your targeted keyword is “Cheap Watches” and the target is searching for “Cheap Black Watches”, “Replica Watches Online” or “Buy Cheap Sunglasses”, your ad will show on searches due to the visibility of single or both words from your keyword in any manner. Broad match types work with synonyms, variations, singulars/plurals and misspells. Broad is also have one more variation which is known as Modified Broad. In this keyword match type, you can define your single or all words of your keyword as mandatory by attempting plus sign to your necessary word. For example, you can define the keyword as Cheap +Watches where the ad will show on searches like “Replica Watches Online”, “Cheap Watches To Buy” and “Handsome and Luxury Watches 2012”.

Phrase is no doubt a most useful keyword match type where advertiser has an option to target the right audience for his web page. In phrase, the keyword is defined in the quotes that defines that query should always contain the whole keyword in right manners. Phrase keywords also trigger misspells, singular/plurals, abbreviations, acronyms, synonyms, accents and stemming. For example, if you define the Phrase as “Replica Watches” so the ad will show on the searches like “Cheap Replica Watches”, “Pure Replica Watch”, “Adorable Fake Watches” but won’t show on searches like “Watches Online”, “Watch Making Company” or “Justin Watches.com”.

Exact match type is so different as compared to others and less useful keyword match type as it targets the limited audience or show when the queries are exactly equal to keywords. Exact match types can be defined in the brackets ‘[ ]’ when you are performing a campaign. For example, if you have the [Cheap Watches] as your exact keyword so the ad will show only when some search for Cheap Watches. It’s mind twisting here to discuss why advertisers avoid such type of match types.

In the given images, you can see how different match types can be implemented to your Google Adwords campaigns while PPC your pages when you need to get maximum exposures to your websites from the right audience you were targeting for.