Today, I have the pleasure of guiding you through the most exciting and compelling topic of Pay Per Click Advertising: Keyword Match Types. If you want to know how to organise your Google Ads campaign properly, You’ll need to know about how google places its keywords into these different categories.
Now I (probably) know what you’re thinking: ‘Why are you bothering with an introduction? I’m so excited to read about match types, that if I wait any longer, I might actually cry’
I understand your enthusiasm, so let’s begin with taking a look at the different symbols used for each match type:
|Match Type||Symbol||Matches To||Example Keyword||Matches To|
|Broad||example text||Misspellings, synonyms, related searches, close variations||Cake shop||Sweet treats store|
|Broad Match Modifier||+example +text||Search terms that include all words with a ‘+’ in front of it, or close variant||+cake +shop||Cake making shop|
|Phrase||“example text”||Search terms that include the keyword phrase without any keywords in between, or a close variant||“cake shop”||Local cake shop|
|Exact||[example text]||Search terms that are only that word, or a close variant, including same meaning variants||[cake shop]||Cake shop|
According to Google close variants include: misspellings, singular forms, plural forms, acronyms, stemmings (such as floor and flooring), abbreviations and accents.