Keywords Match Type In PPC For Google Ads & Bing Ads With Examples

Rajat Kumar (Tech Head)   |   Last Updated: January 26, 2020   |  
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    Keywords-Match-Type-in-PPC-for-Google-Ads-&-Bing-Ads-With-Examples

    Background:

    Hello techies welcome to the new exciting article about keywords match type in PPC for Google & Bing Ads. Before we go further let’s talk some basic needs and requirements of keywords in PPC Ads. As per the Google Ads point of view keywords need in Search network & display networks mainly to trigger your Ads as per your keyword list.

    When your keyword matches a query that you have typed in a search engine called search network Ads. All the search Ads workaround or eligible to show based on keywords that you entered in the ad group list. On the other side

    When your keyword matches a web page’s concepts or its central theme or article of the web page or related to any app or YouTube video, your ad is eligible to show on that web page or app or YouTube video called display network Ads. This type of ads mainly works around keywords, display partner web page content, site structure, link structure & language of the site.

    That’s why we need a different type of keywords to match type in order to trigger any search and display Ads, and working with your ads relevant keywords make your ad great one out with low CPC & higher Ad rank as per Google.

    You know by default keywords match type is broad match type uses by Google Ads & Microsoft Bing, so we have created a tool for all of the match types that you may select from the dropdown list as per your needs to convert into a specific match type called keyword match type modifier tool.

     

    Definition:

    Keyword Definition: in search engine point of view the keyword is a combination of character or a single word or combination of words called phrase that trigger when someone types a query in search engine and results have shown in search engine result page (SERP).

     

    Type of keywords match type:

    As per Google Keyword match types help control which searches can trigger your ad. For example, you could use a broad match (default) to show your ad to a wide audience or you could use exact match to hone in on specific groups of customers.

    In general, the broader the keyword matching option, the more traffic potential that the keyword has. Conversely, the narrower the keyword matching option, the more relevant that keyword will be to someone's search.

    Keywords aren't case-sensitive, which means they're matched without regard to uppercase or lowercase letters. For example, you don't need to enter "web design" and “Web Design “ as keywords—just " web design" will cover both.

    Some symbols have special meanings in Google Ads, so you should generally avoid using them. Also, keywords can't contain any non-standard characters like: ! @ % , * You can use keyword match types with campaigns that show ads on the Search Network. On the Display Network, keywords are treated as a broad match (by default).

     

    There is 7 type of keywords match type that Google Ads and Bing Ads uses, following are:

    1. Broad Match Type Keywords (default).
    2. Broad Match Modified Type Keywords.
    3. Phrase Match Type Keywords.
    4. Exact Match Type Keywords.
    5. Negative Match Type Keywords.
    6. Phrase Type Match Negative Keywords.
    7. Exact Match Type Negative Keywords.

    Note: Keywords are not case-sensitive. So you don’t have to write keywords for different cases.

     

     

    1. Broad Match Type Keywords:

    Broad Match Type Keywords is default keyword type uses by Google Ads that use for broader potentials reached to people who search query may be or Ads may show on searches that include misspellings, synonyms, related searches, singular and plural forms, abbreviations and acronyms and other relevant variations.

     

    Symbol: none (simple words)

    Example Keyword: web design

    Search queries (Ad Trigger search term):

    • Web development in India,
    • Website developers in India,
    • Site design & development in India.

    Your Ads would be eligible for the above search query (Trigger search term) for a broad match type keyword.

     

     

    2. Broad Match Modified Type Keywords:

    Broad match modifiers are provided one degree less freedom or more control compared to broad match keywords. Ads may show on searches that contain the modified term (or close variations, but not synonyms), in any order. This can help increase how relevant your traffic is to your ads, and improve your click-through rate (CTR) and conversion rates. While using a broad match modifier can increase the relevance of your keywords.

    Close variants - include misspellings, singular and plural forms, abbreviations and acronyms, and stemming or derive (like- design and designing).

    Non-Close variants - On the other side Synonyms (like- fire and flame) and related searches (like- shoes and boots) aren't considered close variants.

     

    Symbol: +keyword

    Example Keyword: +web +design

    Search queries (Ad Trigger search term):

    • Website design in India,
    • Web designer in India,
    • Designer for website in India.

    As you can see the modified term should contain in the search query in order to trigger your Ads. Above search query are an example of stemming or derive words or phrase. That’s why your Ads would be eligible for the above search query

    Tip: Don't leave space between the plus sign (+) prefix and the word you're modifying!

    • Correct: +web +design
    • Incorrect: + web + design

     

     

    3. Phrase Match Type Keywords

    Phrase Match Type Keywords are providing one degree less freedom or more control compared to Broad match modifiers keywords. Ads may show on searches that are a phrase, and close variations of that phrase in the same order. This can help increase how relevant your traffic is to your ads, and improve your click-through rate (CTR) and conversion rates.

    In other words, your ad can appear when people search for your exact phrase, even if they include one or more words before or after it. We'll also show your ad when someone searches for a close variant of your phrase match keyword. Close variants include misspellings, singular and plural forms, acronyms, stemming (such as design and designing), abbreviations, and accents. Word order is important with phrase match, meaning that your ad won’t appear if someone enters an additional word in the middle of your keyword.

    Close variants - include misspellings, singular and plural forms, abbreviations and acronyms, and stemming or derive (like- design and designing).

    Non-Close variants - On the other side Synonyms (like- fire and flame) and related searches (like- shoes and boots) aren't considered close variants.

     

    Symbol: "keyword"

    Example Keyword: "web design"

    Search queries (Ad Trigger search term):

    1. Web design in India,
    2. Best web designer in India,
    3. Web designing company

    As you can see the phrase term should contain in a search query in order to trigger your Ads. Above search query are an example of stemming or derive words or phrase. That’s why your Ads would be eligible for the above search query

     

     

    4. Exact Match Type Keywords

    Exact Match Type Keywords is providing one degree less freedom or more control compare to Phrase Match Type Keywords. Your ads will appear when someone searches for your exact keyword, without any additional words before, after, or in the middle of your keyword. We'll also show your ad when someone searches for close variants of your keyword. Close variants include misspellings, singular and plural forms, acronyms, stemming (such as floor and flooring), abbreviations, and accents. And give you a higher click-through rate (CTR) and conversion rates. The traffic you receive could be more interested in your product or service.

    Close variants - Include misspellings, singular and plural forms, abbreviations and acronyms, and stemming or derive (like- design and designing).

    Non-Close variants - On the other side Synonyms (like- fire and flame) and related searches (like- shoes and boots) aren't considered close variants.

     

    Important announcements from Google (with effective from 1 April, 2017):

    Well, Google’s recent announcement changes all that. Now, exact match keywords can show when search queries share the same words of that keyword, but in a different order. For instance, the exact match keyword [men’s dress shirt] is now eligible to show to the exact search term men’s dress shirt and to the not-exact search term dress shirt men’s.

    Google’s recent change also allows for exact match keywords to disregard the functional words within a user’s search query, including appropriate prepositions (such as “in,” “to,” “for”), conjunctions (such as “and,” “but,” and “or”), and articles (such as “a,” “an,” and “the”). For instance, the exact match keyword [jobs in india] could potentially serve an ad to someone searching for “jobs in the india” even though the keyword didn’t include the word “the.”

     

    Symbol: [keyword]

    Example Keyword: [Web Design Company]

    Search queries (Ad Trigger search term):

    • Web design company
    • company for web design (Ads may trigger from 1 April, 2017)

    Ads won't show on searches for:

    • Web design in India,
    • Best web designer in India,
    • Web designing company

    As you can see Exact term should same as a search query in order to trigger your Ads. That’s why your Ads would be eligible for the above search query.

     

     

    5. Negative Match Type Keywords (by default broad match negative)

    Negative keywords let you exclude search terms from your campaigns. As our recommendation is to you must work on a negative keyword list like a positive keyword list (Broad match, Phrase match, Exact match), because this must provide you much more relevant customers to reach them and give you better ROI. You can set your negative keyword list from the ad-group level or campaign level.

    Like with other keywords, you can use broad, exact, or phrase match negative keywords. However, these negative match types work differently than their positive counterparts.

    The main difference is that you'll need to add synonyms, singular or plural versions, misspellings, and other relevant variations if you want to exclude them.

     

    Symbol: -keyword (if you are merging with positive keywords list).

                   Keyword (if you adding the keyword in the negative list of ad-group and campaign level).

     

    Example Keyword: web design software

    Search queries (Ad Trigger search term):

    • Web development
    • Web design company

    Ads won't show on searches for:

    • web design software,
    • best web design software,
    • software for web design

    Note: here we are assuming that you adding the negative keyword in adgroup or campaign level negative keyword section or list.

    This type is the default for your negative keywords. For negative broad match keywords, your ad won't show for searches where every word, in any order, of your keyword appears in the search.

     

     

    6. Phrase Match Type Negative Keywords.

    For negative phrase match keywords, your ad won't show for searches that include the exact keyword. Searches may include additional words, and the ad won't show as long as the words that make up the keyword are included in the search in the same order.

     

    Symbol: -"keyword" (if you are merging with positive keywords list).

                   "Keyword" (if you adding the keyword in the negative list of ad-group and campaign level).

     

    Example Keyword: "web design software"

    Search queries (Ad Trigger search term):

    • Web development
    • Web design company
    • software for web design

    Ads won't show on searches for:

    • web design software,
    • best web design software,

    Note: here we are assuming that you adding the negative keyword in adgroup or campaign level negative keyword section or list.

     

     

    7. Exact Match Type Negative Keywords.

    For negative exact match keywords, your ad won't show for searches of the exact keyword without extra words. Your ad may still show for searches that include the keyword with additional words.

     

    Symbol: -[keyword] (if you are merging with a positive keywords list).

                   [Keyword] (if you adding the keyword in the negative list of ad-group and campaign level).

     

    Example Keyword: [web design software]

    Search queries (Ad Trigger search term):

    • Web development
    • Web design company
    • software for web design
    • best web design software

    Ads won't show on searches for:

    • web design software

    Note: here we are assuming that you adding the negative keyword in adgroup or campaign level negative keyword section or list.

     

     

    Conclusion / Pro Tips:

    1. The tighter keyword matches a search query - the higher you want to bid on it, so it could get a higher ad-rank, and (if high enough) the result will be a higher position.

    In simple words as your keywords have less degree of freedom (narrow), you should use a higher bid for keyword match type because they would generate much more relevant traffic than a high degree of a keyword like broad match keywords.  As resulting your ad-rank could increase, and you have a chance to get a higher position.

     

    ----------------- Go higher with less degree of freedom --------------->

    Broad match >> Broad match modified >> Phrase match >> Exact match

     

    Less relevant, low CTR, low conversion, high traffic, low bid, high impression >> More relevant, more CTR, more conversion, medium traffic, medium bid, high impression >>> High relevant, high CTR, high conversion, light traffic, high bid, medium impression >>>> Extreme relevant, very high CTR, high conversion, low traffic, very high bid, low impression

     

    2. Keywords are not case-sensitive, which means they're matched without regard to uppercase or lowercase letters. If someone searches "SEO Company" and you are bidding on the keyword "SEO company" then your ad will be eligible to show.

    Note: All stats or tips based to live implementation of clients projects.

    If you want to get our Digital Marketing services you can choose one of these plan mentions in the following service link Digital Marketing / PPC Plans.

     


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