Keyword match types are offered by all major search engines for paid search advertisers. Most commonly referred to as Broad Match, Phrase Match and Exact Match. It’s vital to manage and test these different match types effectively to keep each click cost effective and relevant. You must also analyze each campaigns goals to effectively set match types that are campaign specific and keyword specific. Utilizing match types can increase qualified traffic and conversions.

Let’s rundown each match type to further illustrate the need for testing.

• Broad Match- ‘keyword’ – this is the default option. Broad match should be utilized with caution as many search engines have expanded their definition of broad match to other ‘related words’.

• Phrase Match- “keyword” – in this case the search query must contain the keywords in the order that they were searched. Could include other searches as long as the phrase is included.

• Exact Match – [keyword] most advanced matching option. Will only trigger ads when that exact keyword or phrase is entered in that order.

Using match types properly can optimize campaigns in order to reach campaign goals. Each type has it’s own advantages and disadvantages, and do not forget those vital negative keywords. Campaign goals will give direction as to which type should be used.

To learn more contact Right Place Media at info@rightplacemedia.com