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Basic PPC: Google Adwords Matching Tutorial

by Andrew Redfern @ 28th March 2008 5:29 pm

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Following on from our set of beginners tutorials to PPC; we move onto Keyword Matching on Google Adwords. There are three different forms of keyword matching that are used in Google Adwords; which allows a user to aggressive target a large volume of keywords within a industry sector or to only show an advert when a particular advert is searched for.

Google’s three matching types
The three keyword matching types on Google Adwords are Broach match, Phrase match and Exact match.

The matching types can be illustrated with the diagram below

Google Keyword Matching

Below is a explaination about each area taken from the Google Adwords website

Broad Match - This is the default option. If your ad group contained the keyword tennis shoes, your ad would be eligible to appear when a user’s search query contained tennis and shoes, in any order, and possibly along with other terms. Your ads could also show for singular/plural forms, synonyms, and other relevant variations. For example, you ad might show on tennis shoe or tennis sneakers.

Phrase Match - If you enter your keyword in quotation marks, as in “tennis shoes,” your ad would be eligible to appear when a user searches on the phrase tennis shoes, in this order, and possibly with other terms before or after the phrase. For example, your ad could appear for the query red tennis shoes but not for shoes for tennis, tennis shoe, or tennis sneakers. Phrase match is more targeted than broad match, but more flexible than exact match.

A phrase match looks like ” ”

Exact Match - If you surround your keywords in brackets - such as [tennis shoes] - your ad would be eligible to appear when a user searches for the specific phrase tennis shoes, in this order, and without any other terms in the query. For example, your ad wouldn’t show for the query red tennis shoes or tennis shoe. Exact match is the most targeted option. Although you won’t receive as many impressions with exact match, you’ll likely enjoy the most targeted clicks - users searching for your exact keyword typically want precisely what your business has to offer.

Exact match looks like so [ ]

If you are having trouble with your PPC campaign or would like some extra PPC resource then call Hit Search on 0845 643 9289. Remember, its a big world out there, make sure you become visible.

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