In this video we show you how to save money with Google AdWords by understanding the different keyword types and learning how to apply them in the best possible way.

Many people switch on their campaigns with the keyword match types set to broad match (as this is the default match type) and therefore, waste so much money. With this guide to keyword match types, you will be able to organise your campaign structure in a way that will be most cost effective for your business.

Keyword Match Types – We explore the different keyword match types including Exact, Phrase, Broad and Modified Broad, which can all be used for different purposes.

Negative Keywords – We take a look at how best to utilise negative keywords in your AdWords campaigns. Negative keywords are used in order to restrict certain keywords or phrases appearing when searching for a particular keyword.

Cross Triangulation –Discover how to use cross triangulation and ad group level negative keywords to create highly targeted campaigns and therefore increase click through rate. Cross triangulation is used by constructing ad groups based on match types and using negative keywords to ensure the correct search terms go to the correct ad group.

For more information on keywords, match types and triangulation for AdWords, visit or find out more about our Google AdWords service here:

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  1. Ok so I tried this, and I get the following in one of my phrase keywords:
    A negative keyword ([myKeyword]) is preventing your ad from showing. Yet, it is still getting impressions / clicks. Is this google getting confused? Am I going to piss off Google by using this method?

  2. @TheAlecSharratt Thanks for the reply Alec, you just boosted my CTR… massively. I'd heard of the triangulation method before but it was always wrapped up in spammy looking sales vids from the USA lol – so I chose to ignore. You put yourself across well in that video mate. Thanks, again. Matt 

  3. nice video but it raised this question. If that with phrase match, your ad can show when someone searches for your exact keyword, or your exact keyword with additional words before or after it. Why would I bother creating an exact match ad in the first place and subsequently emploting the triangulation method…

  4. I just watched this and is it still a viable way to set up adwords? I did this with a couple of my ad groups and it says, when I scroll over them them that they are not showing because there are negative keywords in the ad group that are the same but with different modifiers. Is this normal, is that what it is supposed to do? Thank you

  5. It depends on what you're trying to do with your campaigns. If I'm a new brand and trying to get traffic to my site, then phrase would be better than exact because it drives more results; however, if I'm selling something, I want people who are ready to buy. That could drive you more to an exact phrase match. You also need to be very aware of your CTR. A high CTR saves you money. BTW, exact phrase isn't necessarily exact. If my exact term is [men's ties], i will still come up for [man's ties].

  6. Great vid! Just one question: In essence, your saying that you should use the same keyword(s) in all these ad groups, both positive and negative, correct? Therefore 'Dog lead' would appear as an exact match if someone searches just for the words 'Dog lead', but as you've also includes 'Dog lead' as a phrase match then if they search for 'Second hand Dog lead', then it would come up. As well, if they search for 'Where to lead a Dog?' it would show up under the broad match setting as the term 'Dog lead' is in there as well. Essentially what this method is doing is making sure that your ad is showing up whenever anyone writes 'Dog lead' but only once via either your Exact, Phrase, or Broad Ad groups, and thus you're not paying for your ad to show multiple times on one search…. have I got that right? Just want to be clear on the use and functionality of this methods. Cheers, S

  7. Hey! Can you help me please? I have a BIG problem concerning google adword 2015. I've been trying really hard to find out my problem on my google adword account but I haven't found out yet. I've been comparing my account to people here on youtube and it seems that mine doesn't look the same obviously. Actually, on the section on the right side, without doing anything, it's supposed to be written " your plan is currently empty…. etc… Add groups : 0 " and right there, there's a tab to select from " broad " to "exact" to "phrase" as you probably know. My account doesn't show this and I don't know why. it's written " your plan is currently empty…. etc…AND JUST BELOW "Get started with an empty advert group". That's it! I can't select anything. How come ??? thanks!!!!