Gone are the days when you could develop a list of keywords, place a modest
bid and receive quality visitors. Now you've got geo-targeting, quality scores
and a slew of other considerations to make when in pursuit of maximizing your
paid advertising budget. One of the most challenging aspects of paid advertising
for new Adwords users are the variety of match types available. Understanding
the AdWords match types is crucial to your success, so let's take a look at the
available matching options.
Exact Matching: The most targeted advertising option, Exact Match
keywords are presented in brackets, e.g. [website magazine]. Advertisers will
receive traffic on an exact match keyword when a user searches specifically for
that term. Fewer impressions will be received but it is clearly the most
targeted ad option at Adwords.
Broad Matching: The default ad option, broad match is for those that
want Google to do a little work in their campaign. Using broad matching enables
your ad listing to appear when users enter additional search terms. For example,
if our keyword was 'website magazine', using broad match, our listing might also
appear for 'free website magazine' or 'good website magazine' in addition to
plurals such as 'website magazines'. Think of broad matching as a way to easily
add keyword variations without investing all the time.
Phrase Matching: More targeted than broad match, by entering your
keyword or key phrases in quotation marks, e.g. "website magazine", advertisers
have access to users searching for 'website magazine' and also to those searches
with terms before or after the phrase, e.g. Phrase match is
more targeted than broad match, but has the flexibility for slight variation
that exact match does not.
Negative Keyword Matching: Negative keywords enable advertisers to
ensure that they do not, under any circumstances, appear for certain keyword or
key phrase combinations. For example, if our broad match keyword 'website
magazine' was receiving loads of traffic from the search query 'funny website
magazine' we might want to include a negative keyword in our account such as
'website magazine -funny' we will not be paying for that traffic.
It's important to understand that each of the matching options provide a
different way for users to interact with search queries. With some types, you
will receive many ad impressions and with other you'll get fewer (but often more
targeted visitors). By matching your advertising strategy to your ROI goals you
should come out a winner.