How To Use Keyword Match in Google AdWords

Jul252012

Every day, millions of people turn to Google to find what they are looking for. They enter in a query and within a fraction of a second, they are presented with a detailed list of results, both organic and paid. Amazing, right? But how does Google do it? In the most basic terms, think of Google as an enormous book with an extremely detailed index that tells it exactly where everything is located. When a user performs a search, Google scans its index for matching pages and presents you with the most relevant results based on your keywords. It’s a very impressive system.

As an advertiser, one of the most challenging parts of my job is not only understanding what people search for, but how they are searching. Remember, it’s all about relevancy. The more relevant my ad is to a user’s query, the more likely that it will show up for them – and the more likely that they will click on my ad.

When creating your AdWords keyword strategy, be sure to select keywords that help target your ads to the right people. To help you narrow your reach, or eliminate audiences that you don’t want to target, Google allows you to target your keywords using the following match types for each keyword. Be sure to consider these match types when creating your keyword lists.

Broad Match

Broad-matched keywords, as the name implies, will reach a very wide audience. Your ads will appear for revelvant variations of your keywords, even if they aren’t in your keyword list. This includes synonyms, plural forms, misspellings and phrases containing one or more of your keywords.

For example, for the broad-matched keyword Organic Coffee, your ad could appear when a user enters one of the following search queries:
– Organic Coffee Shops
– Organic Whole Bean Coffee
– Free-Trade Coffee
– Organic Baby Food

Phrase Match

By setting your keyword to phrase match, your ad will run for any query that includes you keyword or phrase in the exact sequence that you’ve specified. By enclosing your keyword is quotation marks, they will be phrase matched which will narrow your reach by preventing your ad from triggering on irrelevant variations of your keyword.

For example, for the phrase-matched keyword “Used Snowboard” your ad will appear for the following queries:
– Used Snowboard Boots
– 50% Off Used Snowboard

However, your ad will not appear for:
– Used Burton Snowboard
– Secondhand Snowboard

Exact Match

Using exact match keyword targeting is the most precise method for targeting your keywords. By enclosing your keyword or phrase in square brackets, your ad will only appear on a query that exactly matches the keyword you have chosen.

For example, for the exact match keyword [running shoes] your ad will only appear for the query “running shoes”, but will not appear for:
– Marathon Running Shoes
– Men’s Running Shoes

Negative Match

Negative-matched keywords will help prevent your ad from showing when a query includes a keyword that is not relevant to your ad. By adding a minus sign (-) before your keyword, your ad will not appear when a search query includes that word.

For example, for the broad-matched keyword Used Skis and the negative keyword -water, your ad could appear for the following:
– Buy Used Skis
– Used Cross-Country Skis

However, your ad will not appear for:
– Used Water Skis

Embedded Match

Using embedded-matched keywords, you can prevent your ad from appearing in relation to certain phrases or exact matches which will help you avoid receiving unnecessary clicks and costs. Embedded match is popular when an advertiser sells merchandise or accessories related to a specific brand or product.

For example, let’s say you sell merchandise for the Toronto Blue Jays baseball team. By using the embedded match option of a negative keyword and exact match on -[Toronto Blue Jays], your ads will appear for the following queries:
– Toronto Blue Jays Jerseys
– Toronto Blue Jays Apparel

However, your ad will not show for the query:
– Toronto Blue Jays

Understanding these keyword match types and picking the appropriate variations of keywords will not only help you provide more relevant ads, but it will also help you increase your qualified clicks and leads, while reducing costs. Always test run your campaigns for at least 30 days before evaluating their performance. Constantly monitor and refine your keyword list. Don’t be afraid to remove any under-performing keywords that may be holding you back and accruing unnecessary costs. Fine-tuning your campaign performance will ensure that you are being as cost-effective and efficient as posible.

Need help setting up your AdWords campaign? We can help!

bv02’s eMarketer Jason Faber is certified in the Google AdWords Certification Program.

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