Google AdWords: Customize Your Keywords With Match Types Getting the most out of your Google AdWords campaign is all about finding the right keywords, knowing how to match them, and knowing when it's appropriate to use specific match types. Each match type is unique and serves a specific purpose. I want to focus on the specific match types you can use for your keywords. This is an often overlooked process in keyword entry but the rewards can be huge. There are four match types for keywords and one special type: broad-match, phrase-match, exact-match, modified broad- match, and negative keywords. Broad-match: The standard keyword entry into your ad groups (without quotes, brackets, or a negative symbol). Let's say one of our broad-match keywords is golf clubs. Broad match will show you results for singular and plural searches as well as misspellings which is great. But broad-match can also be extremely vague. If using broad-match the following searches may trigger our keyword: • golf club • golf 9-iron clubs • Nike drivers • golf organizations • golf groups Some of these searches may be exactly what you are targeting but you have to be careful not to attract attention you don't want. If you only sell new clubs you do not want to be seeking the attention of people searching for used clubs. When they click your ad they'll be wasting your money! You definitely don't want that and the user won't want to waste their time searching for something you don't have. Phrase-match: This type of keyword is used by placing quotes around your keywords. For example "golf clubs". By placing quotes around your keyword this ensures that the search term remains in the same order without having other words inserted in the middle. The following searches may trigger our phrase-match keyword ad: • golf clubs • used golf clubs • golf clubs for sale The following searches would not trigger your ad: • used golf club • golf 9-iron club • golf Nike clubs Exact-match: These keywords are used by placing brackets around your keywords. Again, with our example it would look like [golf clubs]. Your ad would only be triggered when users search the term golf clubs, and nothing else. The following are examples that would not trigger your ads: • Nike golf clubs • golf clubs used • golf 9-iron clubs • golf clubs for sale • golf clubs used by Tiger Woods Modified broad-match: These keywords can be used by placing a plus sign in front of every word you use. In our example it would look like +golf +clubs. This type of search ensures that all of the words in your keyword are searched when your ad appears. The following are examples that would not trigger our ads: • Nike drivers • Golf organizations • Golf groups Negative keywords: Though all keyword types are important, negative keywords may be at the top of that list. These can be used by placing the negative (subtraction) symbol in front of your keyword. What this does is excludes your ads from being shown for that negative keyword. This will narrow down your ad impressions but it allows you to reach the specific audience that you are targeting. In our example organizations and groups are words with similar meaning to clubs. The issue is we are targeting the definition for equipment, not golf organizations or groups. So to enter these words as negative keywords it would like - organizations and -groups. Doing this would prevent the following searches from triggering your ads: • Golf organizations • Golf groups Each of these keyword types should be used throughout your campaign. By properly using these you will notice higher click through rates, lower bounce rates, and hopefully higher quality scores. All positive things for your account. Remember Google AdWords does take the past history of your campaign into account when calculating quality score, so the quicker you can turn things around the better off you will be! If you have any questions or comments about Google AdWords or anything else marketing visit my blog - A Marketing Mindset. I will answer any questions you may have and hope to help you improve your campaigns. I currently manage all aspects of marketing at Strouse, a die cut adhesive manufacturer in Westminster, Maryland. This includes AdWords, PR, social media, content creation, website updates, and much more.