Not everyone will enter the same keyword spelling (word combinations and phrases) as you specify to search for your product or service type. Now is the time to target your keywords and increase your chances of reaching more potential customers by using keyword matching options. These tools can allow you to lock in your ad triggers or help you refine your ad targeting so that when people are searching for your product or service, your ad can reach them accurately. There are four types of keyword matching options: wide match, exact match, phrase match, and negative keyword. Therefore, you can choose to use these matches to specify each keyword.
Broad match: This is the default setting for your keywords, that is, if you submit a new keyword to the keyword list of your ad group; it will appear as a broad match term.
If you include general keywords or keyword phrases as broad matches-when users search for these keywords or keyword phrases in any order, your ad will appear, and may appear in the query along with other words.
It triggers your ad expansion match, that is, it displays other similar (related) words in your ad, including plurals and synonyms, even if you do not include these words in your keyword list.
With broad-matched keywords, you don’t have to spend time developing an exhaustive keyword list.
By using broad-matched keywords, you can ensure that as many potential customers as possible view your ad and may quickly accumulate impressions. These impressions, especially those triggered by more general keywords, such as broad match, provide a good return on investment.
If you want to run your ads on broad-matched keywords, we recommend that you create a long list of negative keywords to avoid untargeted impressions.
Phrase matching: When the search term exactly matches the phrase you specify, or when the search term contains the phrase you choose, the keyword that matches the phrase will trigger your ad.
Allows to manually specify other search terms using quotation marks around phrases and phrase matching keywords: 鈥淜Eward鈥
Ads triggered by phrase matches usually generate fewer impressions than broad matches, so your campaign may not require such a high daily budget to display your ads.
In addition, phrase match keywords can help your ad to reach the target audience, your business will have a greater potential to improve ROI
exact match: With exact match, your ad will appear in search queries, including accurate The words or letters are in the same order without any other words in the query.
If you want your ads to appear only in queries that exactly match the selected keywords, use “exact match.”
Exact matching keywords are enclosed in square brackets: [keywords]
The advantage of exact matching keywords is that your ad will be shown to a viewer who is looking for your ad content. This increases the likelihood that your ads will receive relevant clicks and maintain high quality scores while reducing costs.
Negative matching keywords: When the search contains keywords that are not related to the ad, negative keywords will prevent the ad from appearing. When the user’s search query contains the specified negative keywords, no ads will be displayed.
Negative match keywords are used with a negative sign (-) before the keyword.
Breadth, phrases, and exact matches help control who sees your ad, while negative keywords allow you to control who can’t see your ad, which may increase your click-through rate and return on investment. For content-targeted ads, keyword matching options are not available for keywords