Keywords are the key to any successful Pay-per-click campaign, but it can be tough figuring out the right way to use them. Fortunately, Google AdWords make the tough task of PPC management a bit easier to deal with. Google match types play an important role in helping potential customers find your product without having to sift through or bid on countless unique query ideas. Learning how to use match types seems difficult at first, but they become powerful tools with enough practice.
The main three Google match types are “broad match,” “phrase match” and “exact match.” Google actually encourages you to start off with broad match keywords to gain a large number of impressions and refine from there. However, your main goal should be to minimize as much irrelevant web traffic as possible. You can see for yourself the different match types available and how they relate to matching search queries:
Broad Match: The user’s search term only has to match one word of any terms contained in your bidded keyword to display your ad. (i.e. “dress shirts”)
Modified Broad Match: Uses special anchor words that absolutely must match one or more words in the search keyword. Insert a + sign in front of the keyword to identify it as an anchor word. (i.e. “dress +shirts” or “+dress +shirts”)
Phrase Match: The entire bidded keyword appears within the matching search query in the exact order that the keywords appear. For example, the phrase “striped dress shirts” matches “striped dress shirts,” “cheapest striped dress shirts” and “buy striped dress shirts” search terms.
Exact Match: Contains the exact bidded keyword as it appears and does not contain any additional terms, plurals or variations. For the keyword “striped dress shirts,” there’s only one matching term. (i.e. “striped dress shirts”)
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