A beginners guide to the different keyword match types used in Google AdWords PPC.

1. Google AdWordsKeyword Match Types A Beginner’s Guide www.boldinternet.co.uk 1

3. This can lead to wasted budget and poor account performance

4. Making use of appropriate match types is essential to long term AdWords successwww.boldinternet.co.uk 2

6. Modified Broad Match

7. Phrase Match

8. Exact Match

9. Negativewww.boldinternet.co.uk 3

11. Keywords added without brackets, quotes or any other symbols

12. Greatest reach but also a budget killer if not properly managed

13. Keywords can appear in any order as well as alternatives such as misspellings and synonymswww.boldinternet.co.uk 4

14. Broad Match Example www.boldinternet.co.uk 5

16. Google giving advertisers greater control whilst still encouraging less restriction, increase spend

17. Pre-fix keywords with a plus sign (+)

18. Synonyms not used but stemming, singular/plural, misspellings still possiblewww.boldinternet.co.uk 6

19. Modified Broad Match Examples www.boldinternet.co.uk 7

21. Keywords must appear in order but can also be part of a longer search string

22. Much tighter control than Broad Match but still requires keyword research and vigilance to avoid wasted impressions and clickswww.boldinternet.co.uk 8

23. Phrase Match Example www.boldinternet.co.uk 9

25. It works just as the name suggests, i.e. only the keyword you are bidding on will trigger adverts

26. Very tight control but will miss out on many alternative opportunities as a consequencewww.boldinternet.co.uk 10

27. Exact Match Example www.boldinternet.co.uk 11

29. Pre-fixed with a dash, e.g. –keyword

30. Often under used but powerful way to prevent waste and improve account performance

31. Keyword research good way to spot negatives

32. Account search queries report also usefulwww.boldinternet.co.uk 12

33. Negative Match Examples www.boldinternet.co.uk 13

35. Bidding on the default match type (Broad) without adding negative keywords will almost certainly be wasting money

36. Overall account metrics, such as Click through Rate (CTR) will benefit from keyword managementwww.boldinternet.co.uk 14

38. Built first AdWords campaign in 2002

39. Can help businesses of all sizes improve the effectiveness of their Google AdWords accountwww.boldinternet.co.uk www.boldinternet.co.uk 15