What is Keyword Match Type for Adwords PPC


Keyword Match Type Explained

Match type determines how closely a search term entered into Google, Bing, Yahoo and Twitter must be to the keywords selected within these PPC platforms. Selecting the most suited the right keyword matching options can help increase traffic or/and improve return on investment.

Google Adwords has four match types which include the default broad match, as well as modified broad match phrase match and exact match types. Broader keyword matching gets more traffic while narrower keyword matching option is more targeted.

Once broader matches have gathered impressions and clicks, the search terms report can be used to monitor which keyword variations triggered your ads.

  • The “Match type” and added column is used to see how closely the search terms that triggered your ads on Google are related to the keywords in your account. This information will give you an idea of which match types you might want to use for your keywords.
  • Add new search terms with high potential as keywords.
  • Add new search terms that are irrelevant as negative keywords.

What is the Modified Broad Match Type

Modified broad match works in both Adwords & Bing Ads.

Reach more people than phrase match and gives you more targeting control than broad match.

To use the modifier, just put a plus symbol (+) directly in front of one or more words in a broad match keyword. Each word preceded by a + has to appear in your potential customer’s search term. Close variants include misspellings, singular/plural forms, abbreviations and acronyms, and stemming (like “floor” and “flooring”).

Why you would use it

Adding modified broad match keywords can help you get more clicks and conversions at an ROI comparable to that of your phrase match keywords. Compared to using only phrase and exact match keywords, using modified broad match can greatly reduce the number of keywords you need because each keyword can match countless word order and spelling variations. This along with no longer having exact match campaign settings has made phrase match for the most part unnecessary.

This along with no longer having exact match campaign settings has made phrase match for the most part unnecessary.

We recommend only using exact match and modified broad match keywords to get the best  targeting mix of reach & relevance. High volume search terms can have both exact match type and  MBM match type.

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