Match Type Keywords

keywords

Understanding keyword match types is essential for a successful Google AdWords campaign. Depending on which keyword match we choose, Google will show our Ad to a broader or narrower audience. A broader audience will get you more clicks and therefore more traffic, whereas and a narrower audience will give you less clicks and traffic but a more targeted audience. Below I outline the 4 keyword match types.

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Broad Match

This is the default match type on AdWords. Google will show your Ad to everyone searching for your keyword as well as other related terms.

Example: If our keyword is “Red Hat”, Google will also show our Ad to those searching for “Price of a Red Hat”.
+ We will drive a lot of traffic to our “Red Hat” page.
  Some of the traffic we receive won’t necessarily be relevant as we might not be offering the exact information the person is searching for.

Phrase Match

Using this match type, Google will show our Ad to those people looking for our keyword as well as combinations of our keyword provided that our specific keyword is included in the search.

Example: If our keyword is “Red Hat”, Google will also show our Ad to those searching for “Dark Red Hat”.
+ We will drive a significant amount of traffic to our “Red Hat” page.
Part of the traffic won’t necessarily be relevant as we might not have any dark red hats to offer via our website.

Exact Match

This is the most restrictive of all the match types. Google will only show our Ad to those searching for the specific keyword chosen.

Example: If our keyword is “Red Hat”, Google will only show our Ad to those who are searching for “Red Hat”.

+ All of the traffic will be relevant to our page as we know they were searching exactly what we have to offer.

We will drive a smaller amount of traffic to our “Red Hat” page.

Broad Match Modifier

This match type sits in between Broad Match and Phrase Match. Google will show our Ad to those searching for our chosen keyword as well as small variations of it but it won’t include synonyms or related terms.
+ We will drive more traffic than with the Exact Match variation.
– Most of our traffic will be relevant to our page but not as much as with the Exact Match variation.

Creating different Match Types

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