Keyword Matching Options

Keyword matching helps you control how precise a user's query must be for your ad to show up. Using the right keyword matching will help you reach the right audience.

Keyword matching is a simple strategy used to target the right audience, reduce unnecessary clicks and increase your ROI (Return On Investment).

Types of keyword matching options

There are four types of Keyword Matching Options are available, and as follows:

1. Broad Match:

   A match where your ad would show up for a query irrespective of the words included and the sequence given in the query, i.e. you add your keywords to an engine without any specific keyword match, it would automatically be considered as broad match. Broad match is also considered with keywords containing plurals and synonyms.

   This simply means that your ad would show up even if the similarity between the keyword given by you and the keyword in the user's query is least.

   Broad match is beneficial for brand – building and getting lots of visitors. But it is least beneficial in getting only targeted visitors.

   For Example:

   Keyword: leather bag

   Your ad would appear for queries like Leather messenger bag, Leather tote bag, Leather duffle bag, Leather cell phone bag, etc.

2. Phrase Match:

   A match where your ad would show up for a query only if the query contains the keyword or phrase in the exact sequence as given by you. (The query may have additional term preceding or following the keyword or phrase).

   Phrase match gets more targeted visitors than broad match.

   To enable phrase matching enclose the keyword or phrase in quotation marks.

   For Example:

   Keyword: leather bag
   Phrase match keyword: "leather bag"

   Your ad would appear for queries like, Buy leather bag, Leather bag sale, Red leather bag, etc.

   Your ad would not appear for queries like Leather buy bag, Leather red bag, Bag sale leather, etc.

3. Exact Match:

   A match where your ad shows up for a query only if the query contains the exact keyword or phrase as given by you, i.e. in same sequence with no term preceding or following the query.

   If you are sure of the terms your prospective customers would use, and do not want any unqualified visitors to your website, exact match is the one for you.

   To enable exact match enclose the keyword or phrase in square brackets.

   For Example:

   Keyword: leather bag
   Exact match keyword: "leather bag"

   Your ad will appear for only one query – leather bag.

4. Negative Match:

   A match where you can choose the words or phrases for which you do not want your ad to appear.

   To enable negative matching add a minus sign (-) before the words or phrases you want to limit.

   For Example:

   Keyword: leather bag
   Negative keyword: -red

   Your ad would appear for queries like Leather bag sale, Buy leather bag, etc.

   Your ad would not appear for queries like Red leather bag, Buy red leather bag, etc.

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