How to use Google Adwords Keywords Match Types

In my previous posts a have mentioned many things like how to do keyword research and keyword suggestion tools and many more things like this. In this post I am mentioning in how many types you use your keywords after doing keyword research according to your campaign to get more results.

Keyword matching is an Adwords helps you control the distribution of your ads. It makes your keywords more targeted, so that you can easily manage who sees your ads. This is significant due to the fact that you have to pay for every click in your ads, and the more targeted your ads there would be higher chances of turning visitors into a paying customer.

We can use five different kinds of keyword settings. For using keyword matching options, you just need to add appropriate punctuation to your keywords while adding to the keyword list according to your campaign needs. You need to add all variations of keywords. Following are the types we can use:-  

1. Broad Match: keyword

It allows your ad to show on similar phrases and on relevant variations. Broad Match is the default option for all your keywords and therefore does not require punctuation to be added to the keyword.

Example: If your keyword is ‘Designer Handbag’ then your ad can be eligible to appear when someone searches for either or both of the words 'designer' and 'handbag' in any order. The search query might also include other terms like your ads could be shown for plural forms like 'handbags', synonyms, and other variations.

2. Phrase Match: "keyword"

Allows your ad to show for searches that match the exact phrase. You can due this by putting your keywords into quotation marks i.e. inverted commas.

Example: By putting your keyword into quotation marks or say inverted commas, the keyword "Designer Handbags" would only be eligible to appear when a user searches for these three words in that exact order. It can also appear for searches that contain other terms as long as it includes the exact phrase you've specified i.e. when someone searches for 'stylish designer handbags' your ad would also be eligible to appear.

3. Exact Match: [keyword]

Allows your ad to show for searches that match the exact phrase exclusively. surround your keywords in brackets.

Example: By surrounding your keywords in square brackets, the keyword [Designer Handbags] would only be eligible to appear when a user searches for that exact phrase, in that exact order and without any other text before or after.

4. Negative Match: - keyword

Ensures your ad doesn't show for any search that includes that term.

Example: By putting a minus symbol in front of your keyword, '-cheap' would mean that your ad would not appear for any searches that contained the word 'cheap'. This works really well when you consider your broad match keywords.

5. Broad Match modifier: +keyword +keyword

Allows a mix of both broad match and exact match. It allows keywords to have the versatility of broad match (match search queries in any order, misspellings, singular/plural form, abbreviations and acronyms, and stemmings, but also keeps them confined, so synonyms and related searches won't trigger your ads. To get more information on Broad match modifier read this http://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=175280.

For getting keyword matches you can also use tools like Permutator or you can easily edit it in Adwords editor.

Keywords Research – The Corner Stone of Your Campaign

In Google Adwords success begins with keyword research but many of new beginners don’t know how to do keyword research for adwords campaign? In this post I will focus on how important is good keyword research to run a successful adwords campaign. A successful Google Adwords campaign begins with proper keyword research. Keywords are an important part of any Pay-per-click campaign. As everybody knows that keywords are an integral part of any Adwords Campaign, through research is needed to get the maximum ROI. Ok, now lets start with defining the phrase ‘keyword research’. Many newbies in this filed used to think that keyword is one word, it may be one word but if you go for more specification it’s a key phrase because it is a phrase one someone is type to search something.  

Getting started with keyword Research

The best place to start your keyword research is your own website simply create seed keyword list first. Keyword research always starts with a single seed keyword and a good keyword selection tool. Put yourself in the shoes of your target customers and ask yourself what terms they might use to find products or services your website is providing.


Experts usually divide keywords into long tail and short tail. Lets take an example ‘mobile phone’ is considered as short tail and a ‘Samsung mobile phone’ or ‘Samsung mobile phone shop’(are long tail). This term uses more words and more specific and may have less competition also. When creating keyword list, use lots of long tail keywords in your campaign. Long tail keywords helps you narrow down the targeted audience and you can get higher conversion ratio. It ranks higher in the search results while paying less cost per click (CPC).


Expand your list with keyword tool

There are many keyword tools out there as I have mentioned in my previous post List of Keyword Suggestion Tools. But newbies can start by taking advantage of Google AdWords Keyword Suggestion tool. which is certaily a good and a reliable option.


Google keyword Tool provides you specific and similar keywords with the statistics like advertisers competition and search volume for that specific keyword. Your goal is to find phrases that are relevant to your site, having decent amount of search volume and low advertiser competition.


Now what you have to do is paste your list into the keyword box and click on the `get keyword ideas` button. The results will show you competition and search volume of your keyword list which you have generated and also provides you with a list of other related keywords with their stats.


After you compile a list using the original keywords you’ve started with and the list of keywords provided by Google, refine your choices. Review all the keywords you’ve found and make sure they relate to your site and have a decent amount of monthly search volume.


It's simple to build targeted keyword lists for your AdWords campaign when you learn how to do your keyword research properly.


Finally you have completed you research and you are now ready to run your adwords campaign. :)


Fine tune your Adwords campaign


Don’t forget to analyze your keyword data from your adwords campaigns. It is a big part of keyword research. After you build up a few weeks of data, review your keywords to see how much you are paying per click and per conversion. Then you can modify or delete under performing keywords. It helps you in getting better and better results for your campaign.


Some other ways to do keyword research


You can also do proper keyword research by legally spying on your competitors. There are many paid and free tools available to spy on your competitors adwords campaign.


You can collect some data of keywords from analyzing tools which you have configured to track your visitors data. Google Analytics and Google Webmaster tools also helps you to increase your keyword list and provides you with more specific data.