The post provides a greater understanding of the different types of keyword matches, their uses, and what effect they’ll have on your campaign:

Broad match

The broadest of all keyword match variants. When used it will display if a search engine user enters a search that includes your broad match keywords in any way shape or form.

Sounds great right? No, not exactly!

For example: say you run a model railway shop based in Chester and you decide to use ‘model train engines” as a broad match keyword. Every possible keyword permutation that includes that phrase will match, so you will be attracting scores of irrelevant or unwanted clicks. This will rack up the costs big time!

How do you add them?

Broad matches are placed into your keyword list without any inverted commas or square brackets.

Examples of Phrase Match Keywords: Train tracks, Model Train Sets,

Some good examples of when to use them

Broad match most certainly offers the best opportunities to finding your audience, so its keyword discovery, early stage campaign usage.

But you’ll have to filter out irrelevant searches with a well-crafted set of negative keywords to counter this.

Phrase Match

Phrase match keywords offer more control, in the sense that your ads will only display if the search query phrases used by your audience are typed in the exact order you specified.

So what could go wrong?

For phrase match keywords to be successful, you must have a very clear understanding of your audience and what they search for. That can only come from good quality keyword research.

Your phrase match type begins to limit traffic, reducing the number of impressions. However, phrase match will (when used correctly) improve the quality of clicks and reduces the amount of wasted money on irrelevant clicks.

How do you add them?

Phrase matches are placed into your keyword list using inverted commas

Examples of Phrase Match Keywords: “Model Train Tracks”, “Model Railway Sets”, “Model Train Engines”

Exact Match

This match type requires the user to enter the exact phrase as you have it set up in your campaign.

This is the best isn’t it?

If you have every variation of every search term that a searcher or potential customer is ever going to type, well then maybe. Why a maybe? Because even if you have every variation “low search volume” will limit or restrict the visibility of your terms. Oh and there are the keyword limits of the platform that might stop you – as we discovered long ago.

On a serious note yes this match type is a great for focused, targeted traffic but it involves extensive keyword research and customer understanding to be used effectively and provides little or no keyword expansion options – Use with caution.

How do you add them?

Exact match are placed in your keyword list with square brackets

Examples of Exact Match: [Thomas Model Train Engine], [Hornby Train Sets], [Model Train Sets for Adults]

Lets get a little bit techy …

Only read if you have had your coffee this morning.

Modified Broad Match (MBM)

Broad match keyword with the power of phrase using + ie. You want that part of the phrase after the + to be definitely included with the elements thereafter working on a phrase match.

Examples; +Nike Shoes would mean that the search term must contain Nike and shoes can be broadened

It’s the basics but a good start point.