5 Types of Keyword Matches on AdWords
Google AdWords can be a valuable tool for directing people’s attention to your practice and at the most opportune time—when they’re searching for the services you offer. To make the most of your AdWords campaigns, you must first understand the different match types to assign to your keywords. Simply put, a match type is a parameter that can be set for each keyword to control how relevant an Internet user’s search query needs to be for Google to trigger your ad for their results.
For every keyword added to your AdWords account, you can assign one of five different match types: exact, phrase, broad, broad match modifier, or negative. Depending on the type you select, your ad will pop up in Google results when a person searches for a query ranging from very specific to more broad.
If you choose a highly targeted match type, such as an exact match, the people seeing your ad will be searching for exactly what you are advertising, and therefore, your ad will be more relevant. On the other hand, if you choose a more general match, such as a broad match, more people will see your ad, but a smaller portion of this audience will find your ad relevant.
Here’s a look at how assigning different match types may cause your ad to be triggered:
In other words, the more targeted your keyword match is, the fewer searches that will apply (and smaller the audience). Conversely, the less targeted your match type, the more searches that will apply (and greater your reach). See below to learn more about your keyword match options.
1. Exact Match
An exact match is the most specific of all types. When this is applied, your ad will only show if the person is searching for your exact keyword, or a close variation of it, such as misspellings, singular and plural forms, stemmings, acronyms, and abbreviations. If the exact words are used in the search query but in the wrong order (or if the search includes extra words), the ad won’t show.
Examples for [plastic surgeon]: plastic surgeon, plastic surgeons
2. Phrase Match
A phrase match is more flexible than an exact match but still highly targeted. When this type is applied to an ad, a person can search for a phrase with your keyword involved, or a close variation. Additional words can be said before or after your keyword, but not in between.
Examples for “plastic surgeon”: plastic surgeon in san diego, local plastic surgeons
3. Broad Match
A broad match offers the most reach with the least relevancy. Your keyword will match search terms that are a variation of it or deemed relevant by AdWords. This means your entire keyword does not even need to be within the search query. As a result, broad can sometimes waste an AdWords budget, which is why it should be used sparingly and with negative keywords.
Examples for plastic surgery: cosmetic surgeon, rhinoplasty
4. Broad Match Modifier
A broad match modifier is similar to broad match but more refined. This type involves putting a plus sign (+) before each term in your keyword that you want to be within a person’s search query. As a result, the ad will only be triggered if the +[keyword] is within the search.
Examples for +plastic +surgeon: plastic and reconstructive surgeon, top surgeons in plastic surgery
5. Negative Match
A negative match is used to prevent your ad from displaying for irrelevant search queries that may seem similar. By adding a negative keyword to the list, you can connect with more interested searchers, contributing to your return on investment.
Example negative keywords for medical and dental practices: cheap, cheapest, advertising, hiring, salary
Choosing the Match Types for Your AdWords Keywords
This will depend upon different factors, such as your AdWords budget and goal of your campaign. As you move forward with a specific match type for your keyword, make sure you are tracking your AdWords campaign to ensure you are adapting your strategy to reach your objectives.
If you aren’t sure how to get started, or you wish to make the most of your AdWords from the very beginning, our team at Rosemont Media has a track record of creating successful AdWords campaigns to help practices like yours find a rewarding balance between relevance and reach. In fact, Rosemont Media is a Google Premier Partner, which indicates our advanced level of expertise in AdWords. With this Premier status—which only 3% of Google Partners have achieved—you can rest assured our specialists have been trained, certified, and deemed trustworthy by Google.
Ready to make the most of AdWords? Contact us today to speak with one of our experienced professionals.