Keywords can be run in your account under any or all of the three match types: broad, phrase, and exact match. There are benefits to using each match type. As a matter of fact, it’s rare there would be an instance when you wouldn’t want to have all three match types for your keywords, and especially for your top keywords. Match types can be used to accomplish any number of objectives when optimizing your accounts. Rather than explain all of the things you can accomplish with match types, we’d like to help explain how Google’s match types function and some of the key strategic items you should bear in mind when using different match types.

So what are the different match types?

Broad match – As the name suggests, this is a broadly matching term which could best be described as the wide net cast to reach large numbers of searchers on multiple search queries. It could also be called topical “match,” in which Google determines a general category for each broad match term and displays the ad for topically relevant searchers. As an example, if an ad group had the broad match term ‘toys’ and a search was run for the term ‘hot wheels,’ your ad could be eligible to show up. In Google’s interface, broad match is denoted by the bidded search term itself.

Phrase match – A more targeted expression that requires the term being bid on to be part of the search query. Phrase match is more flexible in its mapping than exact match, but less flexible than broad match. As an example, if an ad group had the phrase match term ‘toys’ and a search was run for the term ‘hot wheel toys,’ your ad could be eligible to show up because the term ‘toys’ is in the query; however, the ad would not show for just a query on ‘hot wheels.’ In Google’s interface, phrase match is denoted by the “bidded search term” itself in quotations.

Exact match – A targeted expression that requires the term being bid on to be identical to the search query. Exact match is the most targeted match type you can bid on. As an example, if an ad group had the exact match term ‘[toys]’ and a search was run for the term ‘toys,’ your ad could be eligible to show up because the term ‘toys’ is identical to the query; however, the ad would not show for just a query on ‘hot toys.’ In Google’s interface, exact match is denoted by the [bidded search term] itself in brackets.

Negative match – Similar to exact match, negatives are very targeted, but actually act to prohibit ads from showing up when certain words are part of the query. As an example, if an ad group had the negative match term ‘toys’ and a search was run for the term ‘hot wheel toys,’ your ad would not be eligible to show up because the term ‘toys’ is in the query; however, the ad would show for just a query on ‘hot wheels.’”

Before determining how to approach your use of match types, you should understand what you are trying to accomplish.

1.       If you want to drive volume and are willing to pay more for the volume.

Broad match terms can be costly, but are quick and easy to build volume. Because broad terms are more topical, you can have smaller accounts that reach a large group of searchers. However, because Google is driven by the relevancy measurements of Quality Score, costs-per-click tend to be much higher for broad match terms (due to less-targeted ads which create lower click-through rates than ads from exact match competitors). Costs are also higher because the wider number of searches the ads are displayed for. When starting with broad match terms, a  key strategy to implement is to constantly run search query reports. Search query reports show you which searches drove impressions, clicks, and conversions. These reports give advertisers insight into what terms should be added on phrase or exact match and what negative terms should be added.

2.       If you are worried about controlling costs while figuring out what works well for you.

If you know generally what terms should drive high-quality volume, but you don’t want to be too narrow in the terms you buy, phrase match is the right approach. Advertisers can still cast a wider net with phrase match bidding, while keeping costs lower (ads more closely tied to queries result in higher click-through rates and tend to convert at higher rates than broad match equivalents).

All along the way, it is also important to do search query reports to understand which negative terms to add, as well as which exact match terms to add.

3.       If you are pushing for volume, but not willing to spend as much money figuring out what will work.

Exact match terms work best when an advertiser has a narrow set of keywords they believe are highly relevant to their business, and are more worried about keeping costs contained while bidding on the most relevant keywords. Because exact match terms only show for the identical searches, ads are most closely sculpted to a user’s interest and tend to have the highest click-through and conversion rates of all match types (while they also keep costs narrowly defined).

Other benefits of using multiple keyword types:

• Build better targeted ads
• Improve relevancy to users’ search queries in ad copy and landing page to drop the searcher
• Control costs. Because a user searching for ‘dress shoes’ would be less likely to click an ad about all shoes or convert from a landing page that shows tennis shoes.
• Increase conversion rates. As relevancy increases, conversion and conversion rates follow

How do you use match types?

Tags: match types, paid search, sem

This entry was posted on Saturday, October 24th, 2009 at 10:58 pm and is filed under articles, paid search. You can follow any responses to this entry through the RSS 2.0 feed.