Google AdWords Keyword Match Types
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A beginners guide to the different keyword match types used in Google AdWords PPC.
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Google AdWords Keyword Match Types
- 1. Google AdWordsKeyword Match Types A Beginner’s Guide www.boldinternet.co.uk 1
- 3. This can lead to wasted budget and poor account performance
- 4. Making use of appropriate match types is essential to long term AdWords successwww.boldinternet.co.uk 2
- 7. Phrase Match
- 8. Exact Match
- 11. Keywords added without brackets, quotes or any other symbols
- 12. Greatest reach but also a budget killer if not properly managed
- 13. Keywords can appear in any order as well as alternatives such as misspellings and synonymswww.boldinternet.co.uk 4
- 14. Broad Match Example www.boldinternet.co.uk 5
- 16. Google giving advertisers greater control whilst still encouraging less restriction, increase spend
- 17. Pre-fix keywords with a plus sign (+)
- 18. Synonyms not used but stemming, singular/plural, misspellings still possiblewww.boldinternet.co.uk 6
- 19. Modified Broad Match Examples www.boldinternet.co.uk 7
- 21. Keywords must appear in order but can also be part of a longer search string
- 22. Much tighter control than Broad Match but still requires keyword research and vigilance to avoid wasted impressions and clickswww.boldinternet.co.uk 8
- 23. Phrase Match Example www.boldinternet.co.uk 9
- 25. It works just as the name suggests, i.e. only the keyword you are bidding on will trigger adverts
- 26. Very tight control but will miss out on many alternative opportunities as a consequencewww.boldinternet.co.uk 10
- 27. Exact Match Example www.boldinternet.co.uk 11
- 29. Pre-fixed with a dash, e.g. –keyword
- 30. Often under used but powerful way to prevent waste and improve account performance
- 31. Keyword research good way to spot negatives
- 32. Account search queries report also usefulwww.boldinternet.co.uk 12
- 33. Negative Match Examples www.boldinternet.co.uk 13
- 35. Bidding on the default match type (Broad) without adding negative keywords will almost certainly be wasting money
- 36. Overall account metrics, such as Click through Rate (CTR) will benefit from keyword managementwww.boldinternet.co.uk 14
- 38. Built first AdWords campaign in 2002
- 39. Can help businesses of all sizes improve the effectiveness of their Google AdWords accountwww.boldinternet.co.uk www.boldinternet.co.uk 15