Using Keyword Matching Options
An important component of keyword generation on Google AdWords is selecting the correct matching option for each keyword. You can use keyword matching options to improve your PPC efforts by making sure that your text ads show when you want them to show based on various keyword matching options. There are three main options: broad, phrase, and exact match. Each matching type limits or increases the likelihood that your ad is triggered for a given keyword. Broad match is the default setting for every keyword. All your keywords will display on broad match unless you specify otherwise by adding "quotes" around the keyword for phrase match or [brackets] around the keyword for exact match. The syntax for phrase match is "example" and the syntax for exact match is [example].
Broad match keywords trigger your ad when an exact keyword or a similar one is typed into a search engine. Broad match displays ads for keyword misspellings, plurals, and common synonyms. Broad match also triggers your ad no matter the order in which multiple keywords are entered into the search engine. The broad keyword "buy books online" triggers an ad even when "buy online books" is searched. Phrase match keywords trigger your ad when a keyword phrase is entered into a search engine in the same exact sequence. However, a user entering additional words before or after the query will not prevent the ad from triggering. The keyword phrase "books online" triggers an ad if the user searches for "buy books online" but not if the user searches for "buy online books."
The third and most precise match type is called exact match. Exact match keywords trigger ads only when the search-engine user's query exactly matches the keyword you have chosen. Unlike the phrase match, if a user enters anything before or after the chosen keyword, your ad is not triggered. The exact keyword "books online" shows only when users enter "books online" exactly as their search query. If a user searches for "buy books online," the ad is not shown.
You should test which match types work best with each specific keyword. Some keywords perform better using broad match keyword, and some perform better as an exact match keyword. Do not be afraid to create a keyword with all three match types: After a week or two, delete the two that do not perform as well as the third.
Using Keyword Matching Options
1 Navigate to http://adwords. google.com and sign in to your AdWords account.
2 Click a campaign.
3 Click the ad group you want to add keywords to.
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6 Type the keywords you want to add to the account. These keywords will trigger your ad.
7 Click Save when you are done.
Your keywords are saved to the ad group.
Continue reading here: An Introduction to Quality Score Optimization
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