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Google Adwords - Keyword Matching Types Explained

Google Adwords offers four options to determine when your adverts are shown when adding keywords to a campaign.

These are as follows:

Broad Match - as the name suggests this will trigger the largest number of impressions.  Your advert will be shown for similar phrases and variations in terminology. For example adding a keyword phrase such as "tennis shoes" might trigger your advert to be shown for searches for "tennis", "tennis shoes", "red tennis shoes", "tennis trainers" etc.

Broad Match Modifier - adding a "+" sign to a keyword enables you to target a broader range of search terms than via the phrase match but gives you more control than via the standard broad match.  If you add a + sign to a term it means that that word (or a very close variant of it) MUST appear in the search term.

Phrase Match - this is more targeted than a broad match but not as restricted as an exact match - your phrase must appear with the words in the right order in the search term.

Exact Match - use the keyword editor tool or enter phrases in square brackets to indicate an exact match - e.g. [web designer london].  Using an Exact Match will mean that your ad will only be shown for search phrases that match your search phrase exactly.

Negative Match - you can add negative keywords either using the "negative keywords" tool at the bottom of each AdGroup or by adding a minus sign in front of a term (e.g. "-travel"). Negative keywords can be very useful - using Adwords reporting you can view a list of all the search terms that triggered clicks through to your site.  If for example you sell insurance but do not offer travel insurance adding "-travel" will exclude search phrases that include the term.

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