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Understand Google Keywords Match Types

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google adwordsAbout Google AdWords

Google AdWords is the largest and most popular Pay Per Click (PPC) advertising tool on the internet. This tool helps advertisers to create focused advertisements that appear on the Search Engine Result Pages (SERPs) and other Google properties on the internet. The pay per click model of advertising is used by advertisers who bid for the required keywords and then pay a certain amount for each click on their advertisement. Every time a user searches for a specific term, Google finds out the advertiser that closely matches the search term and displays that ad on its search engine results pages. The winning ads are chosen based on the quality and relevance of keywords, campaigns and size of their bids. Google also calculates an ad rank based on the cost per click (CPC) bid and quality score of the advertisers. This tool then allows the advertisers to target and reach customers as per their budget. Furthermore, how many times and how often your advertisement is displayed on Google search engine results pages depends on the keywords and match types selected by the advertiser.

match typesUnderstand what Google keyword match types are

While building your AdWords campaign, you need to bid on keywords for the pay per click campaign and need to choose the keyword match types. By choosing the keyword match types you help Google to understand whether you want to match advertisements to search terms in an aggressive manner or in a restrictive manner. The Google AdWords tool provides for 4 keyword match types to advertisers. If you want to learn and understand more about the 4 keyword match types, their advantages, differences and how these match types will help you to succeed in your ad campaigns, then you have come to the right place.

1. Broad Match

This type of keyword match is set by default on the AdWords tool. Broad match for keywords has the potential to reach a wider audience which might not be in the target category entirely. Select broad match when you want your ad to appear whenever a user searches for a term which includes a word or words in your  key phrase  in any order or any similar variations, even if those keywords are not in your list. Let us take an example to understand broad match better. If you opt for broad match on a keyword phrase like, “sports shoes” then Google can display your ads whenever a user searches for, “tennis shoes”, “running shoes” and  “football shoes” etc. Google can also show your ads to search queries related to  “gym wear”, “athletics accessories”, “sports kit” etc., which does not contain a single word or phrase in your list.

As broad match ads reach out to a large audience, your ads might be shown to users which are searching for irrelevant topics, there is also a probability that they might click on it and as such the broad match keywords when used, can finish off your ad budget very fast. Broad match keywords do have the capacity to get you a lot of traffic and clicks; therefore, it is recommended that you closely monitor the search reports to find out if you are spending money on irrelevant clicks which do not lead to conversions. Use broad match keywords only if you do not have the time required to build extensive keyword lists.

2. Broad match modifierkeyword match

This type of keyword match is a sort of middle path between the broad match and other more restrictive match types. Broad match modifier is also meant for reaching out to a wider and broad audience but not as wide as the ones with broad match keywords. You have better control with this type as you can lock the individual words in a key phrase with a, “+” sign. You need to add a, “+” sign in front of words which must appear in the search term for Google to display a relevant ad. So let us see an example, if you want a modified broad match for keywords, “training shoes”, then you must add a, “+” sign to +Training and / or +shoes, whichever word is required to appear in search terms. So for “+training” modified keyword, your ad is likely to be shown to users with queries like, “training kits” and “training accessories” etc. Similarly for “+shoes” your ad is likely to be shown in searches for “shoes”, “training shoes”, “sports shoes” etc.

3. Phrase match type

Phrase match is similar to broad modifier match in terms of offering some control over what is shown in search queries. Similarly, phrase match type has some common features like versatility and wider audience reach like that of broad match. In this type of match, the ad will appear only if the search term contains an exact phrase or keywords in exact order. However, there could be some more words before or after the phrase too. Let us consider an example to understand the phrase match type keywords in a better manner. Suppose your key phrase was, “Diwali gifts” then your ad could appear for search terms like, “Diwali gift mithai”, “Diwali gifts Delhi”, “Diwali gifts crackers”, “special lamps Diwali gifts”. However, your ad will not appear for search terms like, “festival gifts”, “Diwali mithai gift hampers” and Diwali gift hampers”. As the query can contain some words before and after the phrase, there is some possibility of more flexibility, but you will still end up losing a lot of your target audience.

4. Exact match type

This type of keyword match does not give flexibility as it is very restrictive and generally is meant for a smaller niche audience. In this type, your ads will be shown only to a user who types the exact keyword phrase only. The user also has to type all words in exact order in this type of keyword match. In order to understand exact match type of keyword let us consider a keyword phrase like, “Halloween costume” so when a user types the exact phrase in the same order, only then your ads will be shown by Google to this user. The ad will not be shown to a user searching for, “Halloween witch dress”, “Halloween fake blood”, “party snacks Halloween” or even for “scary party theme”. This type of keyword match can get you a higher CTR, higher conversion rate, increased ROI and optimum ad budget usage. However, this match type also has its disadvantages as the visibility of website will be low, search volumes will be low as the search phrase is very specific and there will also be less impressions.

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