PPC Keyword Match Types
Tags: broad match, exact match, match types, Pay Per Click (PPC), phrase match
The choice of your keyword match type can have a huge impact on the performance of your campaigns. Having all your keywords in broad match type can bring you the most traffic, but resulting in high cost per conversion; whereas having every keyword in exact match type can definitely filter out most of the unwanted traffic, but you will also be missing out on some of the long-tailed search queries that broad match or phrase match can bring in.
The table below briefly summarizes the different match types available in the major search engines (Google, Yahoo, and MSN). The info is gathered from the help section of each search engine.
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Yahoo! |
MSN |
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Broad Match
Triggers the ad when individual words in your keyword appear, in any order, in a user’s search query. Your ads could also show for singular/plural forms, synonyms, and other relevant variations.
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Available
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Not Available |
Available |
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Phrase Match
Triggers the ad if the word or words in your keyword appear in a user’s search query with the words in the exact order, even if other words are present in the search query.
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Available
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Not Available |
Available |
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Exact Match
Triggers the ad only when the exact word or words in your keyword, in exactly the same order, and without any other terms, appear in a user’s search query.
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Available
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Not Available |
Available |
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Negative Match
Adding a negative keyword to your ad group, campaign, or account means that your ads won’t show for search queries containing that term.
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Available
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Available as Excluded Words
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Available |
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Standard Match Type
Only available in Yahoo. This works the same way as Exact Match in Google and MSN. |
Not Available |
Available
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Not Available |
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Advanced Match Type
Only available in Yahoo. Triggers the display of your ads if the search query is a: “exact match”, “singular/plural variations”, “common misspellings”, “in a phrase”, “separated by word(s)”, “in a different order”, “sub-phrase query”, “general/broad query”, “specific query term”, “specific query term” of your keyword.
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Not Available
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Available
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Not Available |
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Automatic Matching
Automatic matching is an optional feature in Google that helps advertisers reach targeted traffic missed by their keywords. It works by analyzing the ads, keywords, and landing pages in your ad group. It then shows your ads on search queries relevant to this information.
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Available
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Not Available |
Not Available |
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Embedded Match
Embedded match allows advertisers to prevent their ads from appearing in relation to certain phrase or exact matches. This is popular when an advertiser sells merchandise related to a movie or book, but not the actual movie or book.
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Available
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Not Available |
Not Available |
Pitstop Media is a Vancouver based company, providing Internet marketing services. We offer Pay Per Click services (PPC services) to companies of all sizes, from start-ups to corporations. Please contact us if you need assistance with any of the online marketing services we provide.
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