Choosing the right keywords is the first condition of reaching your website to the target group with Google AdWords Search Network Ads. Keyword match types are really important for Google AdWords because it helps you to see search triggers and provides to optimize your ads.
Google AdWords has 4 different match type options:
· Broad Match
- Broad Match Modifier
· Phrase Match
· Exact Match
· Negative Match
Which match types should be used for which target group?
The target group who you want to reach with a service or product with Google AdWords ads is really important. If your market has a wide audience, using broad match will be more efficient. Thus, your ad will be shown when people search the close variations of your keywords. On the other hand, for a limited target group, more specific match types should be used because the search terms will be more relevant with your existing keywords.
What are the features of matching types?
Let’s examine the features of match types with an example and see how can they trigger your ad.
<<women’s tennis shoes>> can be our assumed keyword.
Broad Match is the ideal match type when you want the get maximum traffic to your website. Your ads are shown on all the searches that include close variations, synonyms, plural and misspellings of your keywords. The order of the words can be changed and other words can be placed between your keywords. There is no special symbol for broad match, so it is the default matching option.
For example; women’s tennis shoes
Matching searches; woman’s tennis shoe, women’s sport shoes, running shoes.
Broad Match Modifier:
Broad Match Modifier is the option that provides more control over your broad match keywords. You can use the broad modifier by adding a plus sign (+) before the any term that you target. Your ads are shown plural and misspelling searches of your keywords but not for synonyms.
For example; +women’s +tennis +shoes
Matching Searches; women’s tennis shoe, buy women’s tennis shoes
Your ads aren’t shown when the users don’t write one of the words that you modified (out of plural, singular, misspellings versions).
For example; running shoes
Phrase match type is used when you put the keywords with quotation marks (“ ”). Your ads are shown to the user when they search for close variations of your keywords and with words that are written before or after your keywords. However, your ads aren’t shown when the order of your keywords is changed or other words are written between your keywords.
For example; “women’s tennis shoes”
Matching Searches; buy women’s tennis shoes, colorful women’s tennis shoes
Mismatching Searches; women’s white tennis shoes
Exact match type is used when you put the keywords in brackets. Your ads are shown when your exact keyword and close variations of it are searched. Otherwise, your ads aren’t shown when other words are written between, before or after your keywords.
For example; [women’s tennis shoes]
Matching Searches; woman’s tennis shoes
Mismatching Searches; discount women’s tennis shoes
Negative match type prevents your ads from showing when any terms are searched that you don’t want. This option allows you save your website from the irrelevant traffic and unwanted clicks. Thus, it contributes to increase click-through rate (CTR) and reduce cost per click (CPC). You can optimize your ads with negative keywords that can be added on campaign or ad group level. Negative match type is used by adding a minus sign (-) before the target keywords.
Negative match type can be used with exact and broad matching options. If you don’t want to show your ad to people who search with a specific keyword, you can use an exact match negative keyword.
For example; -[women’s tennis shoes]
Matching Searches; buy women’s tennis shoes
Mismatching Searches; women’s tennis shoes, Women’s tennis shoes
When you use a broad match negative keyword, your ad isn’t shown the searches that include your negative keyword. However, your ad can be shown the searches that include synonyms, plural and singular versions of your negative keyword.
For example; -free
Mismatching Searches; free women’s tennis shoes
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