An Easy & Quick Guide to Google Keyword Match Types

Keyword Match Type plays a Crucial Role in Google Ads (AdWords) Campaign Creation. It can Make or Break Your Campaign. But no need to worry we will help you to Demystify the Different Match Types so you can Advertise with Confidence.

If you thought that adding Ad Groups & Keywords will make it to Displaying Your Ads in the campaign, then Sit back tight because there is a whole lot to learn about the Google Ads (AdWords) campaign. Match types will help you to spend wisely on an existing campaign.

Consider an example, what if a huge number of people are searching for specifically black hat keyword & if we include that in our campaign has it is then you can face a huge loss of money. Because you’re Ad might Show even if people are searching for black or hat or black hat. By choosing certain match types your selected keywords will appear for certain search queries. These match types will help your business lead to a successful path.

 

How to Use Keyword Match Type in Google Ads (AdWords):

Keywords are segregated into different forms according to their match type. Here, some match type have a whole lot of flexibility while the other one may not. Also each Match Type has some Pros & Cons.

Traditionally there are Four Match Types for Keywords. Each Match Type has their individual Symbol used for representation. According to it we can bid more specifically. Use of Long Tail Keywords is much better than using the one word Keyword. Most of the time one word keyword are more generic hence they can lead to consuming of more cost than usual.

Let us consider the keyword plumber,people searching for this keyword may have any intentions like

They might urgently require a plumber

OR

They might be searching for how to become a plumber

OR

Just need some information regarding plumber for a school project or something else.

We have to predict what is going on in people’s mind while searching for a particular keyword.

In other case if we choose Emergency plumber we can easily predict that the people who are searching for this particular keyword require a plumber for emergency purpose not for the information in Wikipedia form or the job opportunities for plumber or searching for the ways to become a plumber. Hence we have to choose the right match types accordingly.

 

The Following Match Types are Listed Below:

1) Broad match Type

2) Broad Match Modifier

3) Phrase Match Type

4) Exact Match Type

 

Broad Match Type

If you run a particular keyword as a Broad Match Type then there is more possibility of getting irrelevant search terms. Because you’re Ads will be displayed if any of the word in a particular sentence is evoked by the search term.

For e.g., if the keyword is Black Watches then your Ad can be displayed when the following search terms are targeted:

Black

Watches

Watch

Black watch

Black watches

The person searching for black or watches is not necessarily want a black watch. Hence It can lead to a large amount of spend. This match type is not represented by any physical symbols.

The Search Term can contain the close variants including misspellings, singular and plural forms, abbreviations and acronyms and stemming’s (like “floor” and “flooring”). Synonyms and related searches (like “shoes” and “boots”) aren’t considered as close variants.

 

Broad Match Modifier Match Type

If you run a particular keyword as Broad Match Modifier abbreviated as BMM. It is represented by adding + before each relevant keyword. When you add the plus sign in front of a term in your keyword, you’re telling Google that the search query must include that term.

For e.g., if the keyword is +emergency +plumber then your Ad will show if the search term will mandatory contain these both words, else your Ad won’t appear.The search term should contains both the terms but it can be in any manner.

Such as, if someone searched the following terms your Ad will show:

Emergency plumber contact number

Emergency contact number of plumber

Emergency plumber in Dallas.

Hence the arrangement of words doesn’t matter but there existence in the sentence do matter.

Such as, If the keyword is +emergency plumber +number. The potential matches are:

Emergency number

Number for emergency

Emergency number of plumber

Emergency plumber number

 The term plumber will be considered as broad since it does not include ‘+’ symbol. The Search Term can contain the close variants including misspellings, singular and plural forms, abbreviations and acronyms and stemming’s (like “floor” and “flooring”). Synonyms and related searches (like “shoes” and “boots”) aren’t considered as close variants.

 

Phrase Match Type

If you run a particular keyword as Phrase Match Type it is represented by enclosing the keyword between the semicolons ” “. When you enclose your keyword with semicolons, you’re telling Google that the search query must include that term.

For e.g., if the keyword is gel pens” then your Ad will show if the search term will mandatory contain both the words, else your Ad won’t appear.

The search term should contains both the terms also they should be in arranged manner only.

Such as, if someone search the following terms your Ad will show:

Gel pens online

Gel pens amazon

Cheap gel pens

Gel pens on sale

Hence the arrangement of words does matter & existence in the sentence also matter. The Search Term can contain the close variants including misspellings, singular and plural forms, abbreviations and acronyms and stemming’s (like “floor” and “flooring”). Synonyms and related searches (like “shoes” and “boots”) aren’t considered as close variants.

 

Exact Match Type

When you run a particular keyword in Exact Match Type it is represented by enclosing the keyword in Square brackets [ ]. When you enclose your keyword in square brackets, you’re telling Google that the search query must only include that term. It is the most specific type of match type. If the Keyword is in Exact form it will only be evoked if mandatory that keyword is searched as it is, no adding of extra terms is allowed.

For e.g., if the keyword is [gel pens]then your Ad will show if the search term will contain both the words as it is, else your Ad won’t appear.

The search term should be a Xerox copy of that particular keyword.

Such as, if someone searched the following terms your Ad will show:

Gel pens

Gel pen

Gels pen

The Search Term can contain the close variants including misspellings, singular and plural forms, abbreviations and acronyms and stemming’s (like “floor” and “flooring”). Synonyms and related searches (like “shoes” and “boots”) aren’t considered as close variants.

 

 

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