Christian Little

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: By putting your keyword into quotation marks, the keyword “beginner flying lessons” would only be eligible to appear when a user searches for these three words in that exact order.

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.

Example: If your keyword was ‘+flying +lesson’, your ad could be triggered by many variations, such as ‘fly lessons’, but for example it would not be eligible to appear for searches of ‘flying schedules’. In this example we are also able to target users searching for ‘lessons in advanced flying’, ‘beginner flying lessons’.

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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