Optimize your PPC campaign by using keyword matching feature as this will help you get your Ads in front of more relevant customers, and lower your cost.
Utilize keyword matching options to your keywords will help manage the search results that will trigger you Ad to appear. The two primary search engines, Google and Bing/Yahoo will have these four options available within the PPC advertiser’s account interface; broad match (and broad match modifier), phrase match, exact match and negative match.
In general, the broader the keyword matching option, the more traffic potential that keyword has; while the narrower the keyword matching option, the more relevant that keyword will be to someone’s search. Understanding these differences can steer you in choosing the right keyword matching options and can help you improve your return on investment (ROI).
The chart below serves as an introduction to the different matching options.
| Use this match type… | With this punctuation… | To trigger your ad on… | Example |
| broad match | none | synonyms, related searches and other relevant variations | adopt puppies orlando |
| broad match modifier | +keyword | close variations but not synonyms or related searches | +adopt +puppies +orlando |
| phrase match | “keyword” | a phrase and close variants of that phrase | “adopt puppies” orlando |
| exact match | [keyword] | an exact term and close variants of that exact term | [adopt puppies orlando] |
| negative match | -keyword | searches without the term | -kittens |
Here are some way to use:
BROAD MATCH
| Broad match keyword | Ads may show on searches for |
| truck tires | buy truck tires best tires for trucks truck tire replacement truck tire dealers truck tire rims |
BROAD MATCH MODIFIER
| Broad match modifier | Ads may show on searches for | Ads won’t show on searches for |
| +tennis +shoes | tennis shoes buy tennis shoes best shoes for tennis |
running shoes tennis sneakers |
PHRASE MATCH
| Phrase match keyword | Ads may show on searches for | Ads won’t show on searches for |
| “tennis shoes” | red tennis shoes red tenis shoes |
shoes for tennis tennis sneakers |
EXACT MATCH
| Exact match keyword | Ads may show on searches for | Ads won’t show on searches for |
| [Samsung LED TV] | samsung led tv sansung led tv |
best samsung led tv cheap samsung led tv |
NEGATIVE MATCH
| Negative match keyword | Ads may show on searches for | Ads won’t show on searches for |
| pet -insurance | pet food pet toys pet sitter |
pet insurance pet insurances |
One should fine tune every Ad group in your account to improve your ROI and prevent unnecessary PPC wastage.