Finding the right keywords

Keyword matching options

Settings for each keyword that help control how closely the keyword needs to match a person’s search term in order to trigger your ad.

Broad match is the default match type and the one that reaches the widest audience. When using broad match, your ad is eligible to appear whenever a user’s search query includes any word in your key phrase, in any order.

Example: luxury car
Searches that can match: luxury cars, fast cars, luxury apartments

Because broad matched ads are set up to reach the widest possible audience, searchers might see and click your ad when querying irrelevant topics, and these costs can add up surprisingly fast. Again, since broad match is the default match type, it’s important to be very careful. Broad match keywords are a great way to drive lots of clicks, but advertisers need to keep a close eye on their search query reports to ensure that they’re not paying for irrelevant traffic that doesn’t convert.

Broad match modifier allows your ad to show for searches that include your broad match keyword or close variations of your broad match keyword.

Example: +adopt +kitten
Searches that can match: adopt kitten, how to adopt a kitten, best kitten to adopt

Phrase match allows your ad to show only for searches that include the exact phrase, or close variations of that exact phrase, with additional words before or after.

Example: “adopt a kitten”
Searches that can match: adopt a kitten, adopt a kiten, how to adopt a kitten

Exact match allows your ad to show only for searches that use that exact phrase, or close variations of that exact phrase, and no other words.

Example: [adopt a kitten] Search that can match: adopt a kitten, adopt a kiten

Negative match ensures that your ad doesn’t show for any search that includes that term.

Example: -free
Searches that won’t match: free kitten adoption, free kitten calendars, who wants to free the kittens

Finding the right keywords

Ubersuggest (free)

Ubersuggest takes any keyword you give it and immediately gives you an almost unlimited list of alphabetized and numerical keyword variations of your original keyword.

Learning Resources

Post A Comment

Anti-Spam Quiz: