I have not actually split tested a broad match: apples against “apples” but have seen it in action when auditing accounts and can say that the one word phrase match seems to act just like a broad match less the synonyms so maybe a little more control. Frankly I cant even think of any accounts I work with where we have one word keywords…

Now when it comes to negatives the broad and phrase match should act the same.

If you dont want to show for anything ‘free’ then a broad match free.

If you want to show for ‘sugar free cookies’ but not ‘free sugar cookies’ then a negative phrase match of -”free cookies” is necessary.

If you are worried that you may have added a wrong negative you can run the Diagnose Keyword tool under your KEYWORDS tab and the > more options button. It will let you know if you are not active due to a negative keyword in your account.

Questions welcome.
Kim

What is the difference between broad or phrase matching a 1-word keyword?

Take the keyword ‘free’ for example.

Explain the differences between adding it as a negative broad or a negative phrase match.

Thank you.