Adwords Match Type Options

Match Type is the PPC option which has perhaps the highest impact, is the least understood, and is most often under-utilized. The Match Type option is the primary connector between your keywords and the search queries users actually enter into the search engines. Each keyword has a Match Type associated with it, which defines how the keyword is connected to queries. On Google we have these options:

  1. Broad match: keyword
    Allows your ad to show on similar phrases and relevant variations
  2. Phrase match: “keyword”
    Allows your ad to show for searches that match the exact phrase
  3. Exact match: [keyword]
    Allows your ad to show for searches that match the exact phrase exclusively
  4. Negative match: -keyword
    Ensures your ad doesn’t show for any search that includes that term

Important Note:

Quality Score only looks at the exact match variation of a keyword. Performance on broad match variations is not taken into account, but if your ad performs well on broad matched queries it is likely that your impression share will increase as Google will send more queries to that keyword/ad combination.

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