Keywordsare words or phrases describing a company’s product or service where the ad has to appear in SERP page. It acts as an outlinewhich has the main idea. Viewers use keyword as a way to identify the topic inwhich they are looking for more information. Keyword match is nothing but oneof the methods you select while writing & creating “pay per click” (PPC)AdWords campaign. Keyword match types is major thing one has to consider beforesetting up a PPC campaign. Each method has its own uniqueness.
GoogleAdwords has provided 4 types of keyword matches:Ø Broad matchØ Phrase matchØ Exact matchØ Broad match modifierBroad match: This is a Google AdWordskeyword match type & will trigger your ad & controls how a keywordbehaves. It lets your keyword to function & your ad to show wheneversomeone searches for exact keyword, a phrase, similar phrase, synonyms . Here impressions are higher whereas clicks are low due toirrelevancy.
It is recommended not to use unless very much required or theproduct or service is branded. Exact match: This is the AdWordskeyword match eligible when a searcher gives exact word or phrase. Evensynonyms & phrase will not be eligible. It will enter an auction only ifthe search query is perfectly matching or a close variant. Here “reach” is lowwhereas CTR will be exact. Phrase match: This is used for longtailed keywords.
This works only when exact words or phrases are quoted. It isnot eligible even if words are inter – changed, it may be synonyms as well. Itis with double quotes in a phrase. This is more recommended than the exactmatch, as searchers may either inter – change the words or give close variants.This is help in increasing the website traffic as well. Broad match modifier: Googleintroduced this recently & it is the latest match type.
It is a combinationof broad & phrase match. Here we add the words by giving plus sign(+). The words can be inter – changedbut make sure what keywords the searcher is using. You can reach & targetmore number of viewers than exact or phrase match.
It attracts more qualifiedtraffic than other match types. Thereare negative keywords as well. These are the keywords which we do not want toshow to the viewers. If the keyword is wrong, mark it as negative but do notdelete as it may be useful in future. Based on the below explainedkeyword match types, one can clearly understand the types of keyword matches& how it actually works. With this you can achieve more number ofimpressions, clicks & reach the target audience.