Different types of Keyword Match Types.

Keywords are the words and phrases that trigger your ad to appear when a potential customer searches for your products and services. If you sell electronics, for example, you might choose "laptop delivery" and "free laptop delivery" as your keywords. When someone uses those words in a search, the keywords can trigger your ad.

Each match type has its own advantages and disadvantages, and it's incredibly important to understand the circumstances i which you should use one and not the other.

Basically, AdWords uses the following types of Keyword match type:

Broad match: It is the default match type that all your keywords are assigned. Ads may show on searches that include misspellings, synonyms, related searches, and other relevant variations. Example keyword: women's hats,, Example Search: buy ladies hats. If you decide to stick with default broad match keywords, it's important to check the Search Terms Report to ensure you're not spending money on keyword traffic that is irrelevant and not converting.

Broad match modifier: Ads may show on searches that contain the modified term (or close variations,  but not synonyms), in any order. Symbol: +keyword. Example keyword: +women's +hats. Example search: hats for women.



Phrase Match: Ads may show on searches that are a phrase, and close variations of that phrase. Symbol: "keyword". Example keyword: "women's hats". Example search: buy women;s hats.

Exact Match: Ads may show on searches that are an exact term and close variations of that exact term. Symbol: [keyword]. Example keyword: [women's hats]. Example search: women's hats.

Negative Match: Ads may show on searches without the term. Symbol: -keyword. Example keyword: -women. Example search: baseball hats.

Impact of Match Types on your Adwords Results

They're the control you use to determine exactly which search queries you're bidding on. To determine which match types to use for each keyword, there are few components to consider:

• Performance to Date - How a keyword have performed can help you in selecting the best match type which will provide the best return on your investment.
• Competitors - How your competitors bid on certain terms and how have their accounts performed historically will also impact the return you see from certain match types.
• Bids - It can strongly influence which match type is most appropriate.
•  Ad Text & AdWords Account Structure - The way an advertiser structures an account can also have a massive impact on performance for different match types.

Understanding keyword match type at a basic level will help you target uses that are the most likely to positively interact with your ads. A strong understanding will put you in a position to spend your money wisely without fear of attracting irrelevant traffic.

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