Keyword Match Types

The next step in creating your campaign is to create one or more ad groups with keywords and ads that relate to the keywords. We will explore this more in depth in the next lesson however at this point, you need to understand keyword match types so that you d comprehend the relationship between the keyword you put into your ad group to bid on and the actual search term that the internet user looks for. There are five keyword match types.

Let’s begin with the most targeted match type. Interestingly, this also coincides with the match type that can trigger the fewest potential searches to the match type. Let’s find out why.

Exact Match

An exact match keyword can be triggered by search terms having that keyword in it with nothing before it, after it, or in-between it. So if you are advertising an automobile repair shop and are bidding on the keyword [oil change] in exact match, a user searching for the search term “oil change” and only “oil change” will see your ad. This match type is the most precise but also brings in the fewest number of possible searches. Exact match keyword will also match with search terms that are close variants to them such as misspellings.

Phrase Match

Using the keywords “oil change” with the phrase match type has the probability of being seen by far more people looking to get their oil changed. This is due to the fact that phrase match keywords can be triggered by any search that includes those two words n that specific order. So while a search for “oil change” can trigger the keyword, a search for “oil change service”, “fast oil change service”, or even “where’s the best place in town to get an oil change” it can also trigger the keyword. This opens up a whole new realm of possibilities, including some that aren’t positive such as, “do it yourself oil change.” This search indicates that the user’s intent is not to have service conducted by a professional. You might also get an irrelevant phrase match such as“deep fryer oil change instructions.” Like exact keywords, phrase match keywords will also match with search terms that are close variants to them such as misspellings of the word.

Broad Modifier

A keyword with the broad modifier match is less targeted than phrase matches as it doesn’t require the words to be in the same consecutive order. If there’s a verb in the keyword, a search term with a different conjugation can trigger the keyword. For example, a user searching for “changing automobile oil” could trigger the keyword +oil +change in a broad modifier. It doesn’t take much imagination to think of all the ways this can trigger irrelevant searches. Someone searching for “man who slipped on a puddle of oil while changing his shirt” could trigger your keyword. Regardless I love using broad modifiers.

Broad modifiers become more powerful, and targeted when you add more words to them such as +service, +mechanic or +car. By adding these words it becomes more difficult to obtain irrelevant searches.

Broad Keywords

Broad keywords go beyond the word itself and target other phrases that could mean the same thing. Broad keywords give you the widest possible reach. Say you bid on the keyword “oil change” in a broad match, a search such as “lube job” or “routine car maintenance” can trigger the keyword.

Negative Keywords

Negative keywords help combat irrelevant search terms. If you find, think of, or view irrelevant search terms in a search term report, you can block them by using negative keywords. This can then be added to an ad group specifying to block certain words from appearing in search terms for that group. Negative keywords can also be added to a campaign in the beginning, to control the search terms for every ad group the campaign encompasses. This can be done by using “negative broad”, “negative phrase”, or “negative exact.”

  1. Negative Broad
    Broad negative keywords require that the actual words are in the term, they will not closely associate keywords. Going back to our example, adding the word “fryer” as a negative will prevent searches like “deep fryer oil change instructions” from being triggered by the keywords “oil change” in a phrase match. In this case the word “fryer” is a broad negative keyword. A broad negative keyword, made up of two words, will eliminate both of those words regardless of their order of appearance in the search.
  2. Negative Phrase
    A negative phrase keyword will eliminate the words that contain the keywords in consecutive order. For example, the negative phrase “how can I” will eliminate the search term ‘how can I change my oil’ since those words are in the search in that conservative order.
  3. Negative Exact
    While a negative exact keyword will eliminate a term that exactly matches the keyword, that is all it will do. This means that if you are bidding on the phrase match keyword “oil change”, with the negative exact keyword [cheap oil change] in the ad group, the keyword can be triggered by a search for “oil change” “get a cheap oil change” but not by cheap oil change.”

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