Which Keyword Match Type To Use? - Google Adwords

Since the day Google Adwords are in existence, there has been a constant confusion with the type of keyword match to be used.

This is the point where a lot of people get lost in the circle of keywords and end up making Google rich. I am sure this might have been the case with you as well.

Yes, Google gives you an ample amount of data to study as to what keywords you can use to reach your target audience but how to use them is left up to you.

Let me introduce a few important elements that will help you understand to choose the right match type. Remember this, your ads will trigger when someone key's in your selected keyword in search engine and this will depend on the match type you select

I am sure, you don't want your ads to trigger for every keyword because

How Does Google Keyword Match Type Work With Search?

When we design our PPC Campaign, based on our services or products we choose the type of keyword or keywords and let the google know how aggressively we want to bid or how specific we want to bid.

Let me help you understand this.

What Are The Different Type Of Keyword Match?

There are 4 types of the match - Broad Match, Broad Match Modified, Phrase Match, & Exact Match

Board Match

This is the default type of match that you choose to go with while creating a campaign.

When you select the broad match type, the ads will appear when some are searching for any phrase.

This type of keywords are very competitive and the cost of each keyword is expensive as well. You can go with this if you have a deep pocket.??

Here is an example.

The keyword used is "Luxury Watch" and you can see that the top ads are of the brands that we dream of. The cost of this keyword is so high that bidding for such an ad spot will be difficult.

Broad Match Modified

This is the modified version of broad match type and phrase & exact match type. This feature can bring in more qualified leads that are not too general and are not too specific.

In the broad modified match type, you put a (+) sign in front of the word or words and create and your ads will trigger for that.

The word that has a (+) sign will be a constant, which means Google will only trigger your ads when someone is searching for the phrase which contains the keyword.

Example

Phrase Match

The phrase match gives you better control over your keywords. This can be less competitive, you will get qualified leads and you will have better control over your expenses.

The best way to understand this is through the example.

Let's say, you have a watch shop and you specialize in custom made watches. You make an ad and you choose to go with the phrase match "custom made watch".

Google will trigger your ads only if someone is searching the exact phrase of the close variant to it. Your ads will show up when someone uses the phrases "custom made watch" or "luxury custom made watch" or "custom made watch for birthday"

Your ads will not be visible when someone is searching for "custom made Rolex watch" or "custom made cartoon watch"

Last but not least

Exact Match

This is a more controlled way of showing your ads to the only set of specific people whom you think will convert into sales and this match is the most difficult to make as one has to do extensive research on keywords in order to produce long-tail phrases in exact order.

Yes, you are reading it right - Exact Order.

Example: You have done your research and you decide to go ahead with an exact match in order to keep more control over expenses and have filtered qualifiable leads which can be converted into business for a sure shot.

Exact Match:"Casio Blue Analog Watch" so Google will only trigger your ads when someone searches for "Casio Blue Analog Watch" in the exact order of the match but your ads will not appear if the search query is "blue analog watch".

But, don't worry. Google has recently made some changes to the exact match so that your ads can be triggered when the search is made.

According to Google's recent change. Your ads will appear if the meaning of keywords entered is similar. They have also relaxed the search as per ORDER MATCH.

To know more about Exact Match latest update - Click Here

"I Have The Right Start"

There are many more amazing tools, tips, and tricks that one can use to optimize Google Adwords. This is just one of them.

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