Keyword Match Types

One of the settings available in the search engines are match types and most engines offer three to four keyword match types. These match types determine which keyword searches trigger your ads to appear and in many ways can make or break your campaign. The reason why is that you can better control your costs if you know what you are doing or you can blow through your budget by appearing on irrelevant keywords. Be aware there are various symbols you need to put around your keywords in the campaign management interface so that it defines the match type.

Below is an explanation and illustration to better understand these match type options:

• Broad match: keyword (no symbol)

• Allows your ad to show on similar phrases and relevant variations. Keyword variations can include synonyms, singular/plural forms, relevant variants of your keywords, and phrases containing your keywords. For example, if you buy the keyword Tennis Shoes, you can also match into shoes for tennis and tennis sneakers. This match type is typically the most expensive as it casts a wide net.