Understanding AdWords Keyword Matching Options

AdWords offers several keyword matching options.  These keyword matching options allow you greater control over what search queries result in your ads appearing.  The article below explains keyword match types and what you as an advertiser can do to get the most out of your keywords, control your costs and maintain your AdWords account quality.

The Types of Keyword Matching Options are:

1.  Broad – allows other keywords to be included or relevant keywords (as deemed by Google) to be substituted.  Disneyland vacation = Disneyland park tickets

2.  “Phrase” – allows the keyword to be shown in the phrase order i.e. “red shoes” with terms before or after the phrase.  ”red shoes” can = “girls ‘red shoes’ size 3″

3.  [Exact] – allows your ads to show only on the exact keyword specified.  [banana nut bread recipe] = [banana nut bread recipe]

4.  –Negative – will restrict your ads from appearing for the –negative keyword. i.e. “red shoes” with a negative –kids prevents the ads from appearing for “kids red shoes”.  Negative Keywords can be included in Broad, Phrase and Exact Match Types.

As explained above, Broad Match keywords are extremely flexible.  ”Phrase Match” will tighten down the keywords further by keeping your phrase in-tact and [Exact Match] is the most restrictive keyword match type because it will only allow your ads to be served if the search query exactly matches the search query.  While exact match may sound ideal, many advertisers find it difficult to work specifically with exact match keywords because it is difficult to think of each and every search query that their potential customers will use.  The possibility of missing out of potential traffic makes phrase and broad match keywords valuable. While broad and phrase allow the potential to appear for search queries that are not relevant to your products or service there is a way to combat that with the use of Negative Keywords.

How do I know when my ads are appearing for irrelevant search queries and who do I identify negative keywords to add?

Run and analyze the Search Query Report from your Reports Center. This report will provide you with the search queries that resulted in your ads being clicked.  You can use this report to identify keywords that are irrelevant as well as use it to find new keywords to add to your account.

Here is an example:

Your Keyword: dance shoes

Search Query Report identifies a click for: ballroom dancing shoes

So, you have identified through your Search Query Report that you are appearing under the search query ‘ballroom dancing shoes’ but you do not sell ‘ballroom dancing’ shoes.  In this case adding a negative keyword -ballroom will prevent your ads from appearing when the word ‘ballroom’ is included. Learn more about  How Negative Keywords can have a Positive Impact and how to add negative keywords to your account.

I have identified irrelevant search queries, now what do I do to prevent my ads from appearing next time?

Add negative keywords or change your match option to a more restrictive match type.  Changing your match type is not always an option because it can often lower your traffic too much.  This is where negative keyword are so helpful.  Negative keywords will prevent your ads from appearing for irrelevant searches.

The various keyword matching options allow advertisers to create an effective keyword list.

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Posted by: Kim Clinkunbroomer, GAP

Owner of Clinks Web Service & AdWordsPI in Chicago, Illinois

Twitter: Kim Clink on Twitter – AWHE on Twitter

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