Google
Match Types Exposed
Broad, Phrase, Exact types and how they can build or
                             destroy your ...
Google Definitions of match types
    Broad: keyword

    Allows your ad to show on similar phrases and
    relevant vari...
Google Examples – Broad Match
  Broad match keyword:

  tennis shoes
 Ads may show on searches for:
  tennis
  shoes
  b...
Google Examples – Phrase Match
  Phrase match keyword:

  “tennis shoes”
 Ads may show on searches for:
  red tennis sho...
Google Examples – Exact Match
  Exact match keyword:

  [tennis shoes]
 Ads may show on searches for:
  tennis shoes
 A...
Google Examples – Negative Match
  Negative match keyword:

  tennis shoes
  -used
 Ads may show on searches for:
  tenn...
What Google is saying about Broad
Match
    “...When you include a keyword as a

    broad match, your corresponding ad i...
...And what really happens
    Campaign Keywords:

    Guided tour italy, guided tour of
    umbria, italian guided tour,...
...And what really happens
    Search phrases that triggered the ad:





Search query report shown
                     ...
...And what really happens
    Search phrases that triggered the ad

    (from image on previous slide):
    aerosmith co...
Conclusion
  Broad match serves Google well since it

  can trigger ads and generate clicks on
  irrelevant searches with...
Recommendations
    Review Search Query Reports regularly to

    identify bad traffic and add negative
    keywords.
   ...
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Google Match Types Exposed

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How Match Type Can Build or Destroy Your PPC Campaign

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Google Match Types Exposed

  1. 1. Google Match Types Exposed Broad, Phrase, Exact types and how they can build or destroy your campaign
  2. 2. Google Definitions of match types Broad: keyword  Allows your ad to show on similar phrases and relevant variations Phrase: “keyword”  Allows your ad to show for searches that match the exact phrase Exact: [keyword]  Allows your ad to show for searches that match the exact phrase exclusively Negative: -keyword  Ensures your ad doesn't show for any search that includes that term
  3. 3. Google Examples – Broad Match Broad match keyword:  tennis shoes  Ads may show on searches for: tennis shoes buy tennis shoes tennis shoe photos running shoes tennis sneakers
  4. 4. Google Examples – Phrase Match Phrase match keyword:  “tennis shoes”  Ads may show on searches for: red tennis shoes buy tennis shoes tennis shoes photo  Ads won't show on searches for: shoes for tennis tennis shoe tennis sneakers
  5. 5. Google Examples – Exact Match Exact match keyword:  [tennis shoes]  Ads may show on searches for: tennis shoes  Ads won't show on searches for: red tennis shoes tennis shoe buy tennis shoes
  6. 6. Google Examples – Negative Match Negative match keyword:  tennis shoes -used  Ads may show on searches for: tennis shoes buy tennis shoes tennis  Ads won't show on searches for: used tennis shoes shoe used for tennis
  7. 7. What Google is saying about Broad Match “...When you include a keyword as a  broad match, your corresponding ad is not only eligible to appear alongside queries with that exact spelling, but it can also capture keyword expansions that include synonyms, singular/plural forms, relevant variants of your keywords, and phrases containing your keywords.” Source: adwords.blogspot.com/2008/11/reach-more-customers-with-broad-match.html
  8. 8. ...And what really happens Campaign Keywords:  Guided tour italy, guided tour of umbria, italian guided tour, italian tour, italian tours, italian vacation tuscany, italian vacation umbria, italy guided tours, italy holiday, italy travel package, italy travel tours, “holiday tours to italy”, “italian guided tours”, “italy tour vacations”, “vacation tours to italy” Source: www.adwordshelpexperts.com
  9. 9. ...And what really happens Search phrases that triggered the ad:  Search query report shown Source: www.adwordshelpexperts.com
  10. 10. ...And what really happens Search phrases that triggered the ad  (from image on previous slide): aerosmith concert, at t, france, italian stuffed peppers, justin timberlake concert ticket, porno italy, florence italy car rentals, curtains tuscany, arabian jasmine plant grand duke of tuscany.
  11. 11. Conclusion Broad match serves Google well since it  can trigger ads and generate clicks on irrelevant searches with no conversions.  Broad match keywords with locations in them (ie Ft.Myers) seem to be better at delivering relevant ads. Less bogus traffic.
  12. 12. Recommendations Review Search Query Reports regularly to  identify bad traffic and add negative keywords. Make use of “phrase” , [exact] and -negative  matches. Create a list of variations for your keywords.  Do yourself what Google said it would do for you – “include synonyms, singular/plural forms, relevant variants of your keywords, and phrases containing your keywords.“ Use “phrase” match type with those keywords.

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