Keywords and Match Types
we’re going to walk you through the fundamentals of AdWords. We will dive deeper into keywords to show you how you can control how closely related the search query is to your keyword before your ad can be displayed. These is known as match types. You will be able to identify if an ad will show based upon the search for a query. Know the difference between exact phrase and broad match keywords. Determine how negative keywords affect how your ad is displayed, read a search terms report and then work with a search query data.
Overview of Match Types
The Match Types
First, let’s give an overview of the match types and their overall purpose. When a big question is when someone does a search, what their search query, will it cause your keyword to be triggered and your account which then makes an ad displayed on a search page? So the search queries but someone types in a search engine, a keyword as what’s added to an ad group within your AdWords account. So when the search query matches the keyword your ad can be displayed.
So what the match type does is to determine how closely related the search query must be to the keyword in order for your ad to show now there are three main match types exact, phrase, and broad walk through the details of each of these. But an ad group can have all these match types in them. You can have multiple match types for the same keyword in your account.
Search Terms Report
As you have different match types, you’re getting negative keywords you’re going to show for a large variety of queries, but you have keywords in your account. So what this search terms report does it show you the queries that someone typed into a search engine and your account so you can manage the actual search queries. So the search terms report it’ll show what a user typed in the engine, along with metrics like impressions clicks, if you’re tracking conversions, you can see converted clicks and how much it cost you to get a conversion for every single one of those queries.
Then what you’ll do is you’ll take a look at the search terms. You’ll say, these are search terms but aren’t keywords on my account, but they’re leading to conversions. So we want to make those keywords. You’ll have other search terms. They’re not in your account. They’re not keywords, but they’re spending money and they’re not leading to actions. Those are good negative keyword candidates. So the search terms report a great place to do research to determine should you add a query as a keyword again, queries that someone typed in the engine keyword what’s in your account, or is this query just doesn’t ever convert? You want to make it a negative keyword. You don’t show this any longer.
Key Points About Keywords and Match Types
So let’s recap our information about match types. Match types determine how closely related the search query and keyword must be before your ad can be displayed. The exact match keywords, only trigger an ad to show when the query is the same as your keyword phrase match causes your ad to be displayed when the query is contained within your keyword, but there can be words before after or both of your keyword.
Remember both exact and phrase match words can show from a spelling singulars plurals and different endings. The Work Orders are very important, exact and phrase match never show for different completely different words, though. Broad match words can show an ad when the query is related to your keyword.
So broad match the word orderings. It no longer matters to go look to see are all the words in your query or some related terms of those queries. And your keyword if yes, then you can show the negative keywords. They stop your app showing but negatives never match the singulars pearls and different stemming options.
But if a negative keyword is anywhere in the search query, then your ad won’t show. So the search terms report shows you the actual search query data so then the search terms report is a great place to look at to find words that aren’t converting to make the negatives or to find words that are converting that aren’t in your and make some keywords.
So in the end, match types determine how closely related your keyword can be to the query for the ad to show. The search terms report shows you the actual queries so you can determine if there are new queries you want to make into keywords or make into negative keywords so let’s conclude our information about match types.