About keyword matching
options:-
Using broad match:-
When you use broad
match, your ads automatically run on relevant variations of your keywords, even
if these terms aren't in your keyword lists. This helps you attract more
visitors to your website, spend less time building keyword lists, and focus
your spending on keywords that work.
Broad match is the
default match type that all your keywords are assigned if you don't specify
another match type (exact match, phrase match, or negative match). The Google
Ads system automatically runs your ads on relevant variations of your keywords,
including synonyms, singular and plural forms, possible misspellings, stemmings
(such as floor and flooring),
related searches, and other relevant variations. To help deliver relevant
matches, this match type may also take the customer's recent search activities
into account.
Example
Broad match keyword:
|
Ads may show on searches for:
|
low-carb diet plan
|
carb-free foods
low-carb diets low calorie recipes Mediterranean diet plans low-carbohydrate dietary program |
Using phrase match:-
With phrase match,
you can show your ad to customers who are searching for your exact keyword and
close variants of your exact keyword, with additional words before or after.
Phrase match is more targeted than the default broad
match, but more flexible than exact match. It
gives you more control over how closely the keyword must match someone's search
term so your ad can appear.
How
phrase match works
With phrase match,
your ad can appear when people search for your exact phrase, even if they
include one or more words before or after it. We'll also show your ad when
someone searches for a close variant of your phrase match keyword. Close
variants include misspellings, singular and plural forms, acronyms, stemmings
(such as floor and flooring),
abbreviations, and accents. Word order is important with phrase match, meaning
that your ad won’t appear if someone enters an additional word in the middle of
your keyword.
Phrase match is more
flexible than exact match, but is more targeted than the default broad match
option. With phrase match, you can reach more customers, while still showing
your ads to customers who are most likely searching for your product or
service.
Example
Phrase
match keyword:
|
Ads may
show on searches for:
|
Ads
won't show on searches for:
|
"tennis shoes"
|
red leather tennis shoes
buy tennis shoes on sale red tenis shoes |
shoes for tennis
tennis sneakers laces |
Using exact match:-
With exact match,
you can show your ad to customers who are searching for your exact keyword, or
close variants of your exact keyword. Close variants include searches for
keywords with the same meaning as the exact keywords, regardless of spelling or
grammar similarities between the query and the keyword.
Whether someone is
searching for “running shoes” or “shoes for running,” what they want remains
the same; they’re looking for running shoes. Close variants of exact match
keywords help you connect with people who are looking for your business—despite
slight variations in the way they search—and reduces the need to build out
exhaustive keyword lists to reach these customers.
Of the four keyword
matching options, exact match gives you the most control over who sees your ad,
and can result in a higher clickthrough rate (CTR).
How
exact match works
With exact match,
your ads may appear when the meaning of someone’s search matches the meaning of
your keyword.
We'll show your ad
when someone searches for your keyword or close variants of your keyword. Close
variants may include:
- Misspellings
- Singular
or plural forms
- Stemmings
(for example, floor and flooring)
- Abbreviations
- Accents
- Reordered
words with the same meaning (for example, [shoes mens] and [mens shoes])
- Addition
or removal of function words. Function words are prepositions (like in or to), conjunctions
(like for or but), articles
(like a or the), and other
words that don’t impact the intent of a search. For example, [shoes for men] is
a close variant of [men
shoes] with the function word “for” removed.
- Implied
words (for example, if your exact match keyword is [daydream vr headset],
your ads may show on searches for “daydream headset” since “vr” is
implied)
- Synonyms
and paraphrases (for example, if your exact match keyword is [bathing
suits], ads may also show on searches for “swimming suits”)
- Same
search intent (for example, if your exact match keyword is [images royalty
free], ads may also show on searches for “free copyright images”)
Examples:-
Exact
match keyword
|
Ads may
show on searches for
|
Ads
won't show on searches for
|
[shoes for men]
|
shoes men
men shoes
men shoe
shoes for a man
|
red shoes for men
buy men shoes
|
[bathing suits]
|
swimming suits
|
competition swimwear
|
[all inclusive aruba]
|
all inclusive vacations aruba
|
aruba holidays
|
[images royalty free]
|
free copyright images
|
stock images
|
About broad match modifiers
Broad match modifier gives you more control than standard broad match. This option ensures that your ads only show in searches that include the words you’ve marked with a plus sign, such as +red +shoes, or close variants of these terms.
Broad match modifier terms that you designate with “+” can match to any part of a search. Additional words may appear in the search before, after, or in between your “+” terms. For example, the broad match modified keywords +red +shoes can match a search for “shoes for sale that are red” or “red men’s shoes,” but not for “blue shoes” or “red hiking boots.” This extra degree of specificity can help increase how relevant searches are to your ads, and improve your clickthrough (CTR) and conversion rates.
Your ad may also show for close variations of the individual “+” terms or the combination of these terms into a single keyword.
This article explains what broad match modifiers are and how they can be used to help your ads reach more relevant customers.
How it works
By default, Google Ads uses the broad match option to target searches that include any combination of the words that comprise your keyword term, as well as searches containing close variations of these terms or combinations of these terms into a single keyword.
So although a broad match keyword like tennis shoes might send a lot of relevant click traffic to your site, you might reach more searches than you originally intended.
Broad match modifiers ensure that your ads will only show when someone’s search includes words you’ve marked with a plus sign, such as +quick +hardwood +flooring installation, or close variations of these terms. Close variants for broad match modifier include misspellings, singular and plural forms, abbreviations and acronyms, stemmings (like "floor" and "flooring"), implied terms, synonyms and paraphrases, and variants of your keyword terms that have the same meaning.
Broad match modifier is also eligible to serve on close variations of your individual search terms combined into a single keyword.
For example, +hiring +diesel +mechanic may match to a search for “diesel mechanic part time jobs.” This search is closely related to the whole keyword of “hiring diesel mechanic,” even though “hiring” and “part time jobs” aren’t direct synonyms. Your ad wouldn’t serve on searches for “part time jobs” on its own. Learn more About close variants.
Note: The + modifier can only be used with the broad match type. There’s no equivalent for exact and phrase match.
Examples
| Broad match modifier keyword | Ads may show for these searches | Ads won't show for these searches |
|---|---|---|
| +mens +shoes | shoes sale for men footwear in style for men shoes for guys men’s socks and shoes | men’s socks kids trainers |
| +lawn +mowing +service | services to mow my lawn lawn mowing and edging service grass cutting and gardening services rates for services that cut your grass | lawn aerating service gardening services |
| +aruba +vacation | all inclusive vacations aruba vacation ideas in aruba | aruba cruises |
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