Keyword matching is an AdWords tool that helps you control the distribution of your ad.This is important because every click to your ad costs you money, and the more targeted your ads are the higher your chances are of turning that website visitor into a paying customer.
To use a keyword matching option, you just add the appropriate punctuation to your keyword (when you are adding the keyword to your keywords list).
1. Broad match: keyword
Allows your ad to show on similar phrases and relevant variations.
Broad Match is the default option for all your AdWords keywords and therefore requires no punctuation to be added to the keyword.
2. Phrase match: “keyword”
Allows your ad to show for searches that match the exact phrase.
Example: It can also appear for searches that contain other terms as long as it includes the exact phrase you’ve specified. So someone could search for ‘cheap beginner flying lessons’ and your ad would also be eligible to appear.
3. Exact match: keyword
Allows your ad to show for searches that match the exact phrase exclusively.
Example: By surrounding your keywords in square brackets, the keyword [flying lessons] would only be eligible to appear when a user searches for that exact phrase, in that exact order and without any other text before or after.
4. Negative match: -keyword
Ensures your ad doesn’t show for any search that includes that term.
This works really well when you consider your broad match keywords.
Example: If you use the broad match keyword ‘flying’ and combined this with ‘-helicopter’ in the same ad group then any time a user searches for ‘helicopter flying lessons’ they will not see your ad.
5. Broad match modifier: +keyword +keyword
Allows a mix of both broad match and phrase match.
Broad match modifier allows keywords to have the versatility of broad match (match search queries in any order, misspellings, singular/plural form, abbreviations and acronyms, and stemmings (like ‘fly’ and ‘flying’), but also keeps them confined, so synonyms and related searches won’t trigger your ads.
Conclusion:
The AdWords keyword matching options make your keywords even more targeted and helps drive the right customers to your website.
However, combining broad match keywords with negative match keywords can be a recipe for success. Also, it’s important to use the keyword search tools to discover negative match keywords.
Once you are more experienced with AdWords you should then experiment with broad match modifier, which is very flexible and is a great way to further target the right audience for your product.
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