Keyword match types are something you need to consider before setting up your PPC campaigns.
Exact Match Type is where people can only see your ad when they type in the exact keyword targeted into Google, so for example the keyword “wedding dress” would appear in the query as it is in that order.
Phrase Match Type is where people can only see your ad when they type in the targeted key phrase into Google, plus words before or after your key phrase. For example, if you were targeting the word “wedding dress” and somebody searched for “white wedding dress” – your ad would then appear for this.
Broad Match Type is where the searcher’s query can be related to any word in your key phrase; this can include synonyms and can be in any order. For example, if you were targeting the key phrase “wedding dress” and somebody searched for “wedding gown”, your ad would then appear for this.
Modified Broad Match Type is where you use the “+” sign in front of your keywords in your targeted key phrase within a broad match keyword. By adding the modifier, extra keywords can appear in between and before and after your key phrase, in any order. So taking the wedding dress example again, the ad would show for the query “dress for wedding”.
Negative Keywords work by preventing ads from showing when certain terms are searched for in Google. They can be used as exact, phrase & broad match to block specific terms (there is no modified broad negative keywords in place).
Understanding how keyword match types work will help you to improve your keyword targeting within your campaigns. Don’t set all of your keywords to broad match type and leave your account running, experiment with all keyword match types today!
To learn more about keyword match types, visit http://www.koozai.com/paid-search/