| Keyword matching is an AdWords tool that helps you | | | | would not appear. It would only be eligible to appear |
| control the distribution of your ad. It allows your | | | | when someone searched for 'flying lessons' only. |
| keywords to become even more targeted, so you | | | | 4. Negative match: -keyword |
| can precisely manage who sees your ads. This is | | | | Ensures your ad doesn't show for any search that |
| important because every click to your ad costs you | | | | includes that term. |
| money, and the more targeted your ads are the higher | | | | By putting a minus symbol in front of your keyword, |
| your chances are of turning that website visitor into a | | | | '-helicopter' would mean that your ad would not appear |
| paying customer. | | | | for any searches that contained the word 'helicopter'. |
| There are five different keyword settings in AdWords. | | | | This works really well when you consider your broad |
| To use a keyword matching option, you just add the | | | | match keywords. |
| appropriate punctuation to your keyword (when you | | | | Example: If you use the broad match keyword 'flying' |
| are adding the keyword to your keywords list). | | | | and combined this with '-helicopter' in the same ad |
| 1. Broad match: keyword | | | | group then any time a user searches for 'helicopter |
| Allows your ad to show on similar phrases and | | | | flying lessons' they will not see your ad. |
| relevant variations. | | | | 5. Broad match modifier: +keyword +keyword |
| Broad Match is the default option for all your AdWords | | | | Allows a mix of both broad match and exact match. |
| keywords and therefore requires no punctuation to be | | | | Broad match modifier allows keywords to have the |
| added to the keyword. | | | | versatility of broad match (match search queries in |
| Example: If one of your keywords was 'flying lesson' | | | | any order, misspellings, singular/plural form, |
| then your ad would be eligible to appear when | | | | abbreviations and acronyms, and stemmings (like 'fly' |
| someone searches for either or both of the words | | | | and 'flying'), but also keeps them confined, so |
| 'flying' and 'lesson' in any order. The search query could | | | | synonyms and related searches won't trigger your |
| also include other terms, and your ads could also show | | | | ads. |
| for plural forms like 'lessons', synonyms, and other | | | | Example: If your keyword was '+flying +lesson', your |
| variations. | | | | ad could be triggered by many variations, such as 'fly |
| 2. Phrase match: "keyword" | | | | lessons', but for example it would not be eligible to |
| Allows your ad to show for searches that match the | | | | appear for searches of 'flying schedules'. In this |
| exact phrase. | | | | example we are also able to target users searching |
| Example: By putting your keyword into quotation | | | | for 'lessons in advanced flying', 'beginner flying lessons'. |
| marks, the keyword "beginner flying lessons" would | | | | Conclusion: |
| only be eligible to appear when a user searches for | | | | The AdWords keyword matching options make your |
| these three words in that exact order. It can also | | | | keywords even more targeted and helps drive the |
| appear for searches that contain other terms as long | | | | right customers to your website. |
| as it includes the exact phrase you've specified. So | | | | It is tempting for AdWords beginners to make all or |
| someone could search for 'cheap beginner flying | | | | many of their keywords broad match type, however |
| lessons' and your ad would also be eligible to appear. | | | | this is not advised as you can end up targeting many |
| 3. Exact match: [keyword] | | | | users that don't fall into your target market. However, |
| Allows your ad to show for searches that match the | | | | combining broad match keywords with negative match |
| exact phrase exclusively. | | | | keywords can be a recipe for success. Also, it's |
| Example: By surrounding your keywords in square | | | | important to use the keyword search tools to discover |
| brackets, the keyword [flying lessons] would only be | | | | negative match keywords. |
| eligible to appear when a user searches for that exact | | | | Once you are more experienced with AdWords you |
| phrase, in that exact order and without any other text | | | | should then experiment with broad match modifier, |
| before or after. So if someone entered the search | | | | which is very flexible and is a great way to further |
| term 'cheap beginner flying lessons' then your ad | | | | target the right audience for your product. |