Google Matching Strategy: Broad, Phrase or Exact?

Google AdWords allows users to enter identical search terms with different matching options. For instance, you can purchase the broad match term Buy Books. Any search query that contains "Buy" and "Books" regardless of order or other terms used may display a paid search listing because of the broad match term Buy Books used.

However, most paid search should not stop here. Broad match terms are often more expensive because you are competing with more matching and, hence, more competitors. A good option is to also include phrase match and exact match for the same terms. In this way, users can often pay lower cost-per-clicks when search engine users type in exact phrases.

In this case, you would enter and bid on the following keywords:

Buy Books -- Broad Match: Any search query that contains Buy and Books in any order and with any additional terms may serve your ad.
"Buy Books" -- Phrase Match: Any terms outside of the term Buy Books will result in this being served as long as "Buy Books" is in this exact order.
[Buy Books] -- Exact Match: only this exact term will generated a served results. Any additional terms, e.g. I Buy Books, will cause this to not be a match.

Remember, you can also set negative keywords. Negative keywords are terms you set in Google and will cause your ads to not display if certain terms are included with the search query.

Using matching options and negative keywords allows users to target different search niches and also gives better bidding options. Often times broad-match terms may need to be removed yet phrase and exact match options will yield positive results.

For help with your paid search campaigns, visit MJM Ecommerce.