How Match Type Can Build or Destroy Your PPC Campaign

1. Google
Match Types Exposed
Broad, Phrase, Exact types and how they can build or
destroy your campaign

2. Google Definitions of match types
Broad: keyword

Allows your ad to show on similar phrases and
relevant variations
Phrase: “keyword”

Allows your ad to show for searches that match
the exact phrase
Exact: [keyword]

Allows your ad to show for searches that match
the exact phrase exclusively
Negative: -keyword

Ensures your ad doesn't show for any search
that includes that term

3. Google Examples – Broad Match
Broad match keyword:

tennis shoes
 Ads may show on searches for:
tennis
shoes
buy tennis shoes
tennis shoe photos
running shoes
tennis sneakers

4. Google Examples – Phrase Match
Phrase match keyword:

“tennis shoes”
 Ads may show on searches for:
red tennis shoes
buy tennis shoes
tennis shoes photo
 Ads won't show on searches for:
shoes for tennis
tennis shoe
tennis sneakers

5. Google Examples – Exact Match
Exact match keyword:

[tennis shoes]
 Ads may show on searches for:
tennis shoes
 Ads won't show on searches for:
red tennis shoes
tennis shoe
buy tennis shoes

6. Google Examples – Negative Match
Negative match keyword:

tennis shoes
-used
 Ads may show on searches for:
tennis shoes
buy tennis shoes
tennis
 Ads won't show on searches for:
used tennis shoes
shoe used for tennis

7. What Google is saying about Broad
Match
“...When you include a keyword as a

broad match, your corresponding ad is
not only eligible to appear alongside
queries with that exact spelling, but it can
also capture keyword expansions that
include synonyms, singular/plural
forms, relevant variants of your
keywords, and phrases containing your
keywords.”
Source: adwords.blogspot.com/2008/11/reach-more-customers-with-broad-match.html

8. ...And what really happens
Campaign Keywords:

Guided tour italy, guided tour of
umbria, italian guided tour, italian tour,
italian tours, italian vacation tuscany,
italian vacation umbria, italy guided tours,
italy holiday, italy travel package, italy
travel tours, “holiday tours to italy”,
“italian guided tours”, “italy tour
vacations”, “vacation tours to italy”
Source: www.adwordshelpexperts.com

9. ...And what really happens
Search phrases that triggered the ad:

Search query report shown
Source: www.adwordshelpexperts.com

10. ...And what really happens
Search phrases that triggered the ad

(from image on previous slide):
aerosmith concert, at t, france, italian
stuffed peppers, justin timberlake concert
ticket, porno italy, florence italy car
rentals, curtains tuscany, arabian jasmine
plant grand duke of tuscany.

11. Conclusion
Broad match serves Google well since it

can trigger ads and generate clicks on
irrelevant searches with no conversions.
 Broad match keywords with locations in
them (ie Ft.Myers) seem to be better at
delivering relevant ads. Less bogus traffic.

12. Recommendations
Review Search Query Reports regularly to

identify bad traffic and add negative
keywords.
Make use of “phrase” , [exact] and -negative

matches.
Create a list of variations for your keywords.

Do yourself what Google said it would do for
you – “include synonyms, singular/plural
forms, relevant variants of your keywords,
and phrases containing your keywords.“ Use
“phrase” match type with those keywords.