When it comes to Pay Per Click advertisement, it’s all
about keywords. a keyword can have different variations. For Google AdWords there
are five variations, called “Match Types”. Keyword match types help to ads
determine how closely a search query or other input must match your keyword.
One of the most common mistakes of many new and experienced
advertisers is not make fully utilizing the available keyword matching options.
For each keyword we can assign a match type, which basically determines how
broad or narrow a user’s search query will match to the keyword in our AdWords
account. Each match type
has its advantages and disadvantages which can greatly change the outcome and effectiveness
of a campaign. Let’s Look in to it.
Broad Match
Broad match allows your ad to show on similar phrases and
close variations of the keyword. Your keywords are placed in Broad Match by
default, all you have to
do is add in your targeted keywords.
Broad Match keywords will increase the number of clicks
you see on your ads, the problem is that a lot of those clicks maybe coming
from irrelevant traffic.
Symbol: None
Pros:
- You get the most impression volume
- Increase in potential sales due to the increased volume
Cons:
- Lot of clicks from Irrelevant keywords
Modified Broad Match
Modified Broad is a relatively new match type that is not
obvious it even exists. You can’t automatically change to modified broad in the
interface.
The best part about modified broad is it won’t trigger to
those extreme cases and word order is not important. You can modify just one or more words in your
keyword phrase with the plus sign.
Symbol: +
Pros:
- You still get matched to a wide range of searches
- More targeted than straight broad match
Cons:
- It’s still a form of broad match, so you will get irrelevant searches.
Phrase Match
This is another match type where it is important to
monitor the search term report and exclude words or phrases that you don’t want
to trigger for.
Your ad will only appear when a user queries your key
phrase using your keywords in the exact order you enter them, but there might
be other words either before or after that phrase.
Symbol: “”
Pros:
- It works by catching the keyword among a number of words
Cons:
- Same as Broad Match
Exact Match
Exact match is the most specific and restrictive of the
keyword match types. With this match type, users can only see your ad when they
type your exact keyword phrase by itself.
It Allows your ad to show for searches that match the
exact phrase exclusively in that order, no other words.
Symbol: []
Pros:
- It shows for exact keyword
Cons:
- Low search volume
Negative Match
Negative keywords are phrase and exact match keywords in
reverse. With negative keywords, you instruct the search engines what you don’t
want to show up.
Your ads will not show if a search term contains the
keyword you defined as negative.
Symbol: -
Pros:
- Exclusion of irrelevant traffic
- Improvement of the overall click-through rate (CTR)
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