Google Three Match Types
Google Three Match Types
Match types are an integral but an often overlooked aspect of a paid search. You may specify search-targeted keywords as broad matches, phrase matches or exact matches. Having these options can assist you refine your ad targeting, spending less on irrelevant clicks so that you increase your ROI. Generally speaking the most popular Pay-Per-Click engines define three levels of matching:
Exact Match If you surround your keywords in brackets-such as [tennis shoes]-your ads will appear when browsers search for the exact phrase tennis shoes, in this order, and without any other terms in the search. For example, your ad won’t show for the search green tennis shoes. Although you won’t receive as many impressions with exact matching, you’ll likely experience a higher clickthrough rate, because browsers searching for these terms are specifically looking for exactly what you have to offer.
Phrase Match If you enter your keyword in quotation marks, for example “tennis shoes”, your advertisement will appear when a browser searches for the phrase tennis shoes, in this order, and possibly with other terms in the search field.
In this instance, the search may also include additional terms as long as it includes the exact phrase you’ve specified. For example, your ad may appear for the search buy tennis shoes and tennis shoes store but not shoes for tennis.
Broad Match This is a default option. If you embed general keyword or keyword phrases-such as tennis shoes-in your keyword list, your advertisements may appear when users search for tennis and shoes, in any order, and potentially along with additional terms. For example, your advertisement may appear for the search buy tennis shoes and tennis sneakers but NOT tennis players. Your advertisements might additionally appear on relevant variations of your keyword phrases and plurals, additionally some related keywords and phrases via Google’s expanded keyword matching technology.
Broad matches are frequently less targeted than exact or phrase matches. If you choose to utilize broad-matched keywords, we recommend that you generate keyword phrases containing a minimum of two descriptive words each.
The AdWords system constantly monitors system-wide keyword performance and other relevant factors. This assists determine which expanded matches and variations are the most relevant to browser searches.