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Selecting the match types for your keywords

From: Pay-Per-Click Fundamentals

Video: Selecting the match types for your keywords

Google and Bing offer four different match types. So what match type do you use, where and why? And don't panic yet. For example, the keyword dog collar in a broad match could bring in Phrase, this match type, as I said previously, Exact.

Selecting the match types for your keywords

Google and Bing offer four different match types. Broad, modified broad, phrase, and exact. The match type you choose will depend on the amount of traffic you're expecting from your keywords and the negative keywords you had in place. You should have a negative keyword list in place at the campaign or ad group levels. If you'd like to learn more about this see my video on negative keywords. Please, they're important. So what match type do you use, where and why? And don't panic yet. I have one really basic rule of thumb to think about whenever you're not sure what to do, which is to use a phrase match to start with.

You can always change it later. So if you're in the process of building an account right now and don't have the bandwidth, either time or mental capacity, this is a good place to start. Otherwise, let's walk through the different match types. What they mean. And how you might use them. Once again, using our example of our imaginary dog collar product line. Let's talk about Broad match. This is the most all-encompassing match type. And can include misspellings, similar terms and does not pay attention to word order in keywords of two or more. For example, the keyword dog collar in a broad match could bring in queries around collars for dogs, dog collars on sale, red collars or dog accessories.

So depending on how popular your keyword is, you might want to avoid this match type, especially if you're just starting out. If your keywords are in longtail, more than three words and have less traffic expectations, like dogs collars for seeing eye dogs. Or by green leather dot colors, then this is the match type to use. Modified broad. This is the match type that confuses the most new advertisers, so I hope you're still with me. This is the match type I recommend when you're in that in-between space of a popular or highly trafficked product or service that a long-tail, broad-match keyword might pull in too many unrelated queries for.

But you want to try and garner a high volume of clicks and impression still. Modified broad allows you to add in an anchor, in the form of a plus sign, any word or all of the words in your keyword. For example, using our dog collars for seeing eye dogs long tail keyword, you might want to add anchors on the seeing an eye words. This tells Google that those two terms must appear somewhere in the user's query in order to trigger an ad impression. So, the keyword would look like dog collars for seeing eye dogs and, as a result, wouldn't show for dog collars for large dogs.

This match type allows you to utilize the broad matching capability in a more controlled sense. However, if you find yourself adding anchors to all of the words in the keyword, you should probably be considering a phrase match for any keyword over four words in length. Simply because it would be easier to manage and maintain and you wouldn't have to come to your negative keyword reports as often looking for outliers like, dog collar for seeing adult pictures, dog harnessing iDog to add to your list of negative keywords. Phrase, this match type, as I said previously, is a good place to start when you're just not sure and want to watch and see how things go, especially if you're very budget conscious.

We'll capture keywords in the plural form, but it does respect word order, unlike Broad. So if our keyword is large dog collars. Our ad will trigger for queries like large dog collars online or buy large dog collars, but not for dog collar large or collar for large dog. Exact. This match type is pretty much what is says, exact. The query must match the keyword exactly in order for the ad to display. This includes word order. Whether it's plural or not. Literally exactly as it is. However this is only if you check the box in your campaign settings under keyword matching options.

In AdWords at the campaign level, the choice for keyword match type is set to include plurals, misspellings and close variants. And will therefore display for both dog collar and dog collars. So if it's important to you, you need to go in and check the correct radio button. Navigate to the campaign of your choice, click on the settings tab, and look for the keyword matching options area. Expand the selection and select the appropriate radio button for your needs. How much does this option matter? Well, it can very much make a difference depending on your industry. For example, I had a client that sold wedding invitations online.

The exact term wedding invitations converted at a five to one rate. Whereas the keyword wedding invitation only had a three to one rate. For me, this made a difference in how much I was willing to bid on each of the terms and by time of day. Now that we have been through the introduction of match types, how do you know what type to apply and when? Well good news. I made a chart. This chart is a very basic generalization to help you determine a starting point based on monthly estimated search impressions from the Google keyword planner. Keep in mind, this is a baseline only.

You should do what makes sense for you and your business. This is simply to help you get started. How a match type will react to your keyword list and business goals varies from industry to industry and from campaign to campaign. Note that impressions and clicks are influenced by a lot of other factors too, like your budget, keyword bids, competition and historical data in your account. Which means that keeping an eye on your account after your launch a new campaign or ad group is a must. Remember, match types exist to give you flexibility with your keywords on how closely you do or do not want Google or Bing to show your ads.

With the search engines reporting nearly 60% of the queries they are receiving as new, never before seen searches, it's important to pay attention to match types in relation to your conversion rate, so that you can get the most out of your paid search efforts.

Show transcript

This video is part of

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Pay-Per-Click Fundamentals

34 video lessons · 4832 viewers

Elizabeth Marsten

Expand all | Collapse all
  1. 1m 14s
    1. Welcome
      1m 14s
  2. 10m 9s
    1. What is pay-per-click (PPC) marketing?
      2m 2s
    2. Understanding PPC's role in your marketing mix
      2m 12s
    3. Pros and cons of PPC
      2m 30s
    4. Things to know before you get started
      3m 25s
  3. 14m 10s
    1. Creating a Google AdWords account
      5m 56s
    2. Creating a Bing Ads account
      6m 13s
    3. Setting up your account structure
      2m 1s
  4. 19m 32s
    1. Setting up campaigns in your new account
      6m 38s
    2. Choosing geographic targets and location-based settings
      4m 56s
    3. Setting daily and monthly campaign budgets
      3m 52s
    4. Creating ad groups without going overboard
      4m 6s
  5. 18m 32s
    1. Researching keywords
      5m 5s
    2. Selecting keywords
      5m 2s
    3. Selecting the match types for your keywords
      5m 4s
    4. Selecting negative keywords
      3m 21s
  6. 17m 13s
    1. Understanding what makes a good ad
      6m 31s
    2. Writing compelling ad copy
      4m 35s
    3. Testing your ad copy
      2m 49s
    4. Using dynamic keyword insertion in ad copy
      3m 18s
  7. 11m 41s
    1. What is quality score?
      3m 52s
    2. Using and improving your Google AdWords quality score
      4m 50s
    3. Using and improving your Bing Ads quality score
      2m 59s
  8. 16m 2s
    1. Using Google's Display Network
      7m 58s
    2. Understanding the Google and Bing search partner networks and how they work
      3m 51s
    3. Using the Bing Ads content network
      4m 13s
  9. 26m 43s
    1. Reviewing your metrics
      4m 32s
    2. Interpreting results
      6m 7s
    3. Installing conversion tracking
      8m 46s
    4. Troubleshooting common performance problems
      7m 18s
  10. 13m 14s
    1. Using the AdWords desktop editor
      2m 41s
    2. Using the Bing Ads desktop editor
      3m 9s
    3. Tips and tools for using offline editors
      7m 24s
  11. 1m 12s
    1. Next steps
      1m 12s

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