Quick Intro to AdWords Keyword Match Types

Read Latest Article here: Guide To AdWords Keyword Match Types

Most common mistake by new advertiser is not choosing the correct match type according to requirements. Most users choose broad match keywords by default in their new campaign and drive lot of irrelevant traffic. Each match type has its own relevance and meaning, keyword match type helps refine searches for which your ads are being shown. Therefore, it is important to understand match types for positive keywords. Google introduced four match types to use i.e. Broad, Broad match modifier (aka) BMM, phrase and exact. BMM is advanced version of broad match which helps refine broad queries. Below are quick introduction to each match type:

Broad Match: To use broad match keyword you need not to use any special symbol with your keyword. Just like add keyword here. Broad match keywords show ads for search term which includes your keyword term in any order, along with additional keyword terms, and on close variants of your keywords which include misspellings, related terms, related variations, synonyms etc. Example:

Keyword Ad show for search Term
wedding dress buy wedding dresswedding skirtwedding dressblack women dress

Broad Match Modifier (BMM): To use broad match modifier you need to add + sign in before each term you want to change from broad to bmm. Just like +add +Keyword +here. BMM match type only show ads when user search term contains all the modified terms in any order or for close variants of modified terms in any order. It is often called advance version of broad match keyword as it helps bring in relevant traffic and avoid irrelevant traffic compare to broad match. BMM keywords don’t show up ads for related terms and synonyms. Remember, you cannot club bmm keyword with phrase and exact match type. Example:

Keyword Ad show for search Term Ad won’t show for search term
+wedding +dress wedding dressBuy wedding dresswedding dress buydress for wedding wedding skirtwedding clothes

Phrase Match: To use phrase match you need to add quotation mark ” ” around the whole keyword phrase. Just like “add keyword here”. Phrase match keyword type only show ads when user search term contains the whole keyword phrase in same order or addition keyword before and after phrase keyword. It also shows up for close variants of phrase keyword. Example:

 

Keyword Ad show for search Term Ad won’t show for search term
“wedding dress” Buy wedding dressWedding dressWedding dress online Dress for weddingDress wedding

 

Exact Match: To use exact match you need to add add brackets [] around the whole keyword phrase. Just like [add keyword here]. Exact match keyword type only shows ads when user search term contains exactly same keyword in same order. It’s doesn’t show up for any additional keyword along with keyword phrase. It also shows up for close variants of exact keyword. Example:

Keyword Ad show for search Term Ad won’t show for search term
[wedding dress] Wedding dress Wedding dress onlineBuy wedding dress

 

Close Variants Includes: plurals, misspellings, singular, acronyms, stemming, abbreviations and accents.

There is another very important match type which is Called “Negative Match” To read more about Negative Keywords please read “Understand Negative Keywords”.

About Neha Gupta

I am Neha Gupta, SEM Expert – Paid Advertisement Consultant | Google AdWords Top Contributor| Google AdWords Trainer! I am Independent Paid Search Consultant and Google AdWords Trainer in Delhi. I currently reside in Delhi, India, and love traveling.

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