Google AdWords - Keyword Matching Options

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While entering keywords (After biding calculation) in your PPC account, this keyword matching option will helps you to run the campaign successful.

Let us assume your PPC keyword as “Software Development”. There is no such restriction to display your ad only for the keyword “Software Development”. Your ad may display for the related terms of “Software Development”. There are chances to display your ad for the keyword “Software Development Training”. The users who came through the keyword “Software development training” is not going to do any worth to you. So you will be losing your pennies for such irrelevant users.

For filtering such users and to avoid displaying ad for wrong keywords, we are following keyword matching options. Keyword matching is of four types. By applying the appropriate matching options to your keywords, you can best meet your ROI goals.

Broad Match - This is the default option. Your ad will display for all the possible related keywords like singular/plural forms, any order, and possibly along with other terms. To choose the pair of keywords for which your ad should display, follow the other three options.

If your keyword is Software Development, then your ad will display for the following pair of keywords “Development Software, Software Development Training, Softwares Testing, .Net Software Development”.

Phrase Match - If you enter your keyword with in quotation marks, then Google will display the ad for the keywords in same order and not for keywords in different order or other forms of singular and plural. It only allows displaying your ad for the same order keywords having extra words.

If your keyword is “Software Development”, then your ad will display for the keywords like Software Development, .Net Software Development and Software Development Training. Your ad won’t get display for the keywords like “Development Software, Softwares Development”. Phrase match is more targeted than broad match, but more flexible than exact match.

Exact Match - If you enter your keyword between brackets, then its exact match. Your ad will display only for the keyword that you have entered.

If your keyword is [Software Development], then your ad will display only for the keyword Software Development and not for any other forms. Exact match is more targeted. But the only drawback is you cannot expect many number of visitors from exact match keyword.

Negative Keyword - If your keyword is Software Development and you add the negative keyword -training, your ad will not display when a user searches on Software Development Training. This is a good option to avoid user from particular keyword.

Be sure on precising your keywords with the help of above options, otherwise you will be spending money for irrelevant clicks.