Keywords and Search Terms are two different components of search advertising. Search term is the query typed by the searcher and keyword is the cue for the advertiser to control on which search term the ad should appear. The search term can be same as keyword, variant or misspell or synonyms or plurals or stemming words.
The advertisers targets the keywords relevant to their product and services to show their ads to the searcher or potential buyer.
Depending on how well you know your target audience, you can select the appropriate match type of the keyword.
Keywords are classified into following match types:-
- Broad Match Keywords
- Broad Match Modifiers
- Phrase Match Keywords
- Exact Match Keywords
- Negative match Keyword.
Let us discuss the keyword Match types in detail:-
Broad Match Keywords – This match type covers the widest variations of a keyword, it is suitable when you are not sure about your keywords and want to make a brand awareness and cover all possible variations. This match type will trigger the ad on synonyms, singular & plurals, misspellings, stemming, related searches and other relevant variations. e.g. women’s dress will trigger ads on ladies dress, woman clothes, cheap ladies clothes.
- This is the default match type when you add a keyword to the ad group.
- Technically this match type will have low Quality Score and CTR as it will be least relevant to most of the search queries.
- This match type is ideal for niche products or services where you have very low search volume for the specific keywords.
Broad Match Modifiers – This match type is one step above on the scale of broad to specific. This will indicate that your keyword must be present in the search query in exact form or close variance. The close variants will include misspellings, singular and plurals, acronyms, abbreviations and stemming words. Synonyms are NOT included in this match type. They are written by putting ‘+’ sign in front of the keyword e.g. +women’s +dress will trigger ads on woman dress, women’s dress , women’s red dress, dress for women’s day
- This match type is ideal for keyword research and targeting a broader relevant audience.
- Technically this match type will have better Quality Score and higher CTR as it will be more relevant to the search queries as compared to Broad Match.
Phrase Match Keywords – This match type falls in the middle of hierarchy i.e. they are more specific than broad match and at the same time bit flexible than the exact match keywords. They are written by putting the keywords between the inverted commas e.g. “women’s dress”. This match type will require the keyword to be present in search query in exact match or close variants but it should be in the same order as in original keyword. The search query can contain the other words before or after the keyword. The close variants will include misspellings, singular and plurals, acronyms, abbreviations and stemming words.
- This match type is ideal when you know your audience and wants to be bit specific on targeting.
- This match type will have higher Quality Score and higher CTR as the search query will be specific to the keyword.
- Ideal when your product or service is searched with long tail keywords.
Exact Match Keywords – This match type is the most specific of the four positive match types of the keyword. The ad will only show when the search query exactly matches your keywords or its close variant. Close variant may include misspellings, singular and plurals, stemming, abbreviations, words with the same meaning or addition or removal of functional words like a, the, in, to, for & but. They are written like [women’s dress] and it will trigger your ad on search terms like women’s dresses, dress for women’s, woman dress but NOT on women’s white dress, buy women’s dress.
- These keywords are used when you know your audience and wants to target them very specifically.
- For exclusive products and services.
- The Quality score and CTR will be the highest for this match type
Negative Match Keywords – These are the keywords on which you don’t want your ads to be appeared on e.g. if you sell women’s dress, you may not want your ad to appear on free women’s dress, hence you will put free in your negative list. The negative keywords can be added on adgroup or campaign level.
- Negative match type will trigger ads for its close variants i.e. you will have to separately include misspellings, synonyms, Singular and plurals and other close variants in the negative list.
- The negative word will not work if the search query is longer than 10 words and the negative word is after the 10th word.