Google Adwords Match Types Explained

Understanding Google Adwords Match Types is critical for your marketing budget. And by the nature of typical Google searchers asking different questions when they search Google, if you are running PPC campaings, then you have to understand what they means, or else you will not see good results from your marketing campaigns.

Let us first briefly look at Google match types to understand what they actually mean.

Overview of Match Types for Google Adwords

Match Type Special Symbol Sample Keyword Match Types Explained Briefly Example Search Will Be Matched To
Broad match none conversion optimisation default setting, it is too broad of a matching, includes misspellings, synonyms, related searches, and other relevant variations what is conversions, seo conversiond optimisations
Exact match [keyword keyword] [seo tutorial] when a Google searcher searches the terms as exactly as you target them seo tutorial
Phrase match keyword Google seo are a phrase match type, which Google will match it when someone includes the terms plus adds a term before or after how to Google seo, Google seo rankings
Broad match modifier +keyword seo +google +services include the modified term (or close variations, but not its synonyms) in any order seo google, seo services
Negative match -keyword Google -Bing search engine basically tells Google to exclude the minused term/s (minus the term) Google search engine

At its core, choosing the right keywords according to the buying cycle of your potential customers is critical to get it right. And since you cannot target every single keyword related to your online industry, understanding match types will at least help you to target the right keywords at the right time. So these keyword matching options are Google's way of giving you control over how your ads will show according to the match types you set, according to your chosen types of keywords.

As its default, it uses broad match type, meaning, if you were to target root words made up of 2 words, then it will broaden them to show many extension & variations of it. Unless you know exactly how you are approaching your Adword campaigns and have a big marketing budget, this option shouldn't be selected, or else your credits may run out very quickly without seeing good returns.

If You Are In The Process of Keyword Selection

Screenshot of Google Keyword Tool Interface 

Because when selecting your keywords you really don't have to worry about match types apart from understanding what they are when you see the keyword ideas Google shows you. On the other hand, if you are running Google Adword Campaigns, then here's a good explanation of match types mean for your campaigns

Broad Match Type Option

broad match type 

As we can see, the default match type (broad match type) may be not smart if you are on a limited budget, because what you are basically saying to Google is, show my chosen keywords, regardless of if someone searches these terms with misspelling, synonymous or close variations of my targeted terms. For example: if you are targeting misspelled terms (because at times that may be smart) then you should create a different Ad group. But you can actually make the broad match type be more specific if you modify it like this

Broad Match Type Modified Option

modified broad match 

But with broad match modified, you can choose to include the terms that you know is important to include for your overall keyword targeting.

Exact Match Type Option

Exact Match Type 

Exact match type is more precise in a sense that when you use [brackets to specify exact words] what you will do is target your keywords precisely as you include them in brackets, nothing more, nothing less, simple.

Phrase Match Type Option

Phrase match type 

Phrase match option basically tells Google to show your ads according to the "phrase you create" within the quotes, Google keyword matching technology will include additional terms before or/and after your phrase match option.

So all in all, when selecting keywords, you don't have to worry too much about these match types, because within your search engine optimisation projects, you actually should think of ranking keywords individually, and then stemming more keywords from your individual keywords. Since Google ranking algorithms calculate ranking and relevance on many factors, and does so take each keyword on its own merits. Although that is the case, keyword proximity is also taken into consideration when it (Google) ranks your keywords.

But understanding match types become critical when you are running Adwords campaigns, therefore, test which keywords bring you the best results, understanding the fact of the buying cycle. Meaning, are your potential customers seeking information about your products/services, are they comparing them and the list can go on depending in your online niche. Your job as an online marketer isn't about targeting keywords per se, but rather, are you answering the search query of your potential customers (regardless of the keywords searched) it is almost always is a question, and your success depends on answering the questions of your potential customers.

I hope you have found this post explaining Google Adwords match types useful, we also have many other useful information on search engine optimisation which you can watch at our YouTube channel, till next time happy rankings;


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