Today I’m going to talk about what a match phrase is and how this is an effective tool in Adwords to help you target your keywords.

Again, we have already stressed in the previous blog post that targeting your keywords specifically and not just taking a shot in the dark is a good way to be able to get your goal in your ads. However, you are never sure if they will enter the keywords you entered specifically and that is where match phrases will come in.

Match Phrase:  Three Different Types

Match phrases are Adword’s tools on how to target your keywords based on which keywords you bid. Each match phrase has a specific purpose in that it will show your keywords based on the match phrase you entered your keyword phrase as.

Broad Match – As you already know, broad match is the default setting of your keywords in Adwords. It allows your add to appear in different seemingly synonymous queries of the keyword you bid. Example, if you bid on the keyword, “weight loss pill” (without the quotation marks), it will also appear in queries like, “loss weight pill, weight loss medicine, lose weight now” and a whole list of other combinations. This one is useful but it doesn’t really specifically target your keyword. Like for “lose weight now” it could be that the person who is searching that is not looking to buy your product but looking for an exercise product or exercise tips. The option is too broad.

Phrase Match -Phrase Match is when you enter your keyword with “ ” enclosing it, for example, weight loss pill keyword entered as “weight loss pill” to appear in queries where it mentions exactly the same keyword in the same sequence. An example would be, “weight loss pill supplier, buy weight loss pill, effective weight loss pill.” Phrase match targets your keyword specifically because it would mean as long as the keyword appears in the query, Google shows your ad to the user.

Exact Match – Exact Match is when you enter your keyword with [ ] enclosing it. For example the same keyword you enter, [weight loss pill]. This kind of match phrase would severely restrict your keyword because it will appear only if the user will enter exactly the same keyword. Hence it will not appear if the user types in “weight loss pill supplier, buy weight loss pill, effective weight loss pill.” You could say this is the opposite of phrase match. The purpose is to limit and specifically target your keyword so when a person clicks your ad, he is going there because it is exactly what he is looking for.

That’s Part 1 of keyword phrase matching. Part 2 will come up in a bit and there are a few more tricks on how to target your keyword using Adwords.  Make sure to share this posts if you think it will help others learn what a match phrase is!

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