What is Match Type?
Match Type – A matching option that allows advertisers to control when their ad triggers for a particular search query.
Keyword match types help control which searches on Google can trigger your ad. So, you could use a broad match to show your ad to a wide audience or you could use an exact match to hone in on specific groups of customers.
Types of Match Type
Broad match is the default match type that all your keywords are assigned. Ads may show on searches that include misspellings, synonyms, related searches, and other relevant variations. So, if your keyword is “women’s hats,” someone searching for “buy ladies hats” as well as “women’s scarves” might see your ad.
Excludes your ads from showing on searches with that term. So, if you’re a hat company that doesn’t sell baseball hats, you could add a negative keyword, designated with a minus sign (-baseball hats).
Reach the right customers by adding keywords
High-quality, relevant keywords can help you show your ads to the customers you want when you want. We recommend 5 – 20 keywords per ad group.
Adding very similar keywords, such as “red car” and “car red” isn’t recommended, as only one keyword would match both searches. However, doing so won’t affect your costs or performance in any way.
For example, the broad match keywords “red car” and “car red” will be recognized as duplicates and the one with the higher Ad Rank will be used. Even though all your similar keywords may be eligible to serve on the same search, you’ll only have one bid in the ad auction. This ensures you’ll never bid against yourself. Learn more
These options are recommended for advanced advertisers trying to segment-specific sets of searches.
Broad match modifier
Like a broad match, except that the broad match modifier option only shows ads in searches that include the words with a plus sign “+” in front of them (+women’s hats), or close variations of the “+” terms.
Ads may show on searches that match a phrase, or close variations of that phrase, which may include additional words before or after. Ads won’t show, however, if a word is added to the middle of the phrase that changes the meaning of the phrase. The phrase match is designated with quotation marks (“women’s hats”). Learn more
Ads may show on searches that match the exact term or are close variations of that exact term. Close variants include searches for keywords with the same meaning as the exact keywords, regardless of spelling or grammar differences between the query and the keyword. The exact match is designated with brackets ([red shoe]).
To ensure you don’t miss out on potential customers, we may show your ads for close variations on all keyword types.
Restricting your keywords too much might limit traffic, so try to keep your keywords as broad as possible and layer them with Smart Bidding. The broader keyword can help machine learning technology prioritize the best performing keywords regardless of their match type.
Refer: Google« Back to Glossary Index