There are a few different keyword match types that you can use to effectively target customer search queries. They allow you to ensure your ads are only being shown when the right customer searches for the specific keywords you want them to be.
Exact Match – This is the most restrictive of the three keyword match types and will only display for search queries that include the exact word or phrase you’ve specified. This can include single or plural forms, misspellings, abbreviations, and accents.
Phrase Match – This is the middle ground between broad and exact match. It’s slightly more targeted than broad match but less so than exact match.
Close Variants – This is an extension of the exact, phrase, and broad match keyword types and expands them to include very similar searches. This can include misspellings, stemmings, abbreviations, and other variations in words that have the same meaning or intent.
Negatives – These are a great way to minimize wasted ad spend. When a negative is added to an ad group, it will exclude your ads from showing up for any search queries that contain the term you want them to not appear for.
In the digital advertising world, keyword matching is an essential tool to maximize the results of your campaigns. By ensuring your ads only show up for relevant terms, you’ll be able to attract more qualified leads and generate higher sales revenue.
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