Please help on keyword match types questions.

chris casab · 11-08-2009, 12:06 AM

Hi to all, I'm a newbie here and this is my very first post. I'm willing to get some help and to help others if I'm able to, despite I'm not an experienced marketer.

Ok, the matter of this my first post is:
I understand the adwords keyword match types stuff (broad, match, exact, negatives). But there is something that's not clarified in Adword's help. I'll make an example here:

Let's say I have the broad keyword TENNIS SHOES in my list.

If someone types in google search box [tennis shoes] (using brackets), will my BROAD keyword activate my ad? Or does my keyword NEED to be an exact phrase [tennis shoes] between brackets to work? And the same question but using quotes (match).

I am also unsure about the inverse case:
If I have the (only) exact kw [tennis shoes] in my list, what if someone's search is tennis shoes (broad) or "tennis shoes" with brackets?
Will my exact kw activate my ad?

I need to know this because I have a list of about 1000 BROAD kws for my very first campaign now and I want to mantein it small. But I'm not sure if if I should add another exact list but between quotes (match), and another one between brackets (exact). Because I don't want to start my first campaign with a 3000 kw list from the beginning.

Thanks in advance to all helpers!

dburk · 11-08-2009, 12:32 AM

Hi chris,

Using broad, exact an phrase match keywords for your ads has nothing to do with searchers typing quotes or brackets. It a way of defining which terms will trigger your ad impressions.

I would recommend that you avoid using broad match because the extended match feature will trigger a lot of irrelevant keywords and you'll end up paying a much higher CPC than necessary.

The best match type for cost and relevance are exact match keywords. You can use phrase match keywords to pickup the long tails that you didn't think of in your exact match keyword list. I would add those keywords that trigger impressions from your phrase match keywords to the exact match list if they are relevant, or add them as negative keywords if they aren't relevant.

chris casab · 11-08-2009, 12:37 AM

thanks dburk, I'm getting the idea now.

11-08-2009, 12:06 AM	#1
chris casab Warrior Member Join Date: Nov 2009 Posts: 7 Thanks: 7 Thanked 1 Time in 1 Post	Please help on keyword match types questions. Hi to all, I'm a newbie here and this is my very first post. I'm willing to get some help and to help others if I'm able to, despite I'm not an experienced marketer. Ok, the matter of this my first post is: I understand the adwords keyword match types stuff (broad, match, exact, negatives). But there is something that's not clarified in Adword's help. I'll make an example here: Let's say I have the broad keyword TENNIS SHOES in my list. If someone types in google search box [tennis shoes] (using brackets), will my BROAD keyword activate my ad? Or does my keyword NEED to be an exact phrase [tennis shoes] between brackets to work? And the same question but using quotes (match). I am also unsure about the inverse case: If I have the (only) exact kw [tennis shoes] in my list, what if someone's search is tennis shoes (broad) or "tennis shoes" with brackets? Will my exact kw activate my ad? I need to know this because I have a list of about 1000 BROAD kws for my very first campaign now and I want to mantein it small. But I'm not sure if if I should add another exact list but between quotes (match), and another one between brackets (exact). Because I don't want to start my first campaign with a 3000 kw list from the beginning. Thanks in advance to all helpers!

11-08-2009, 12:32 AM	#2
dburk Senior Warrior Member Join Date: Nov 2005 Location: Tampa, Florida Posts: 2,234 Thanks: 20 Thanked 184 Times in 167 Posts	Re: Please help on keyword match types questions. Hi chris, Using broad, exact an phrase match keywords for your ads has nothing to do with searchers typing quotes or brackets. It a way of defining which terms will trigger your ad impressions. I would recommend that you avoid using broad match because the extended match feature will trigger a lot of irrelevant keywords and you'll end up paying a much higher CPC than necessary. The best match type for cost and relevance are exact match keywords. You can use phrase match keywords to pickup the long tails that you didn't think of in your exact match keyword list. I would add those keywords that trigger impressions from your phrase match keywords to the exact match list if they are relevant, or add them as negative keywords if they aren't relevant.
	Don Burk * Get Results - Outsource Your PPC Management * Get a Keyword Domain Name - www.SeriousNames.com

11-08-2009, 12:37 AM	#3
chris casab Warrior Member Join Date: Nov 2009 Posts: 7 Thanks: 7 Thanked 1 Time in 1 Post	Re: Please help on keyword match types questions. thanks dburk, I'm getting the idea now.