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Keyword Match Types

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By John Broadbent


Thanks for tuning in to another Make Your Mark Monday episode. Today, we’re talking about keyword match types, specifically within the Google Adwords Keyword Tool. A lot of times we’ll see that people will come to us, and they’ll usually have wholesome numbers, from the Google Adwords Keyword Tool and they’ll have, they’ll basically say, “Okay, look I’ve got hundreds, of thousands of searches going on every month, for this particular keyword and we want to rank for those, so we’ve done a little bit of research to figure out how much traffic we can get depending on what position we’re in and what not so.”

So I wanted to touch base just briefly about match types and understanding match types, as you’re trying to estimate the amount of search traffic that you can receive. Basically, you’ve got three different types or three different match types within the Google Adwords Keyword Tool. You have broad phrase and exact, and we’ll get into what negative and modified broad match are in just a moment. But broad match is basically any combination of these two words, any synonyms any order any individual word that is included in those.

So, it’s basically if I were to type in Ocean Side Scuba, it would take in to account a bunch of synonyms, a bunch of maybe its Oceanside, California or Oceanside, Oregon, and if I own a scuba shop in Oceanside, California, I probably don’t want to be showing up for the Oceanside, Oregon ones, especially if I have to pay for those in the pay-per-click environment. But I definitely don’t want to be estimating my search traffic based off of those.

So, phrase match then makes that number, the search volume a little bit smaller, but what it is it is that specific phrase in that order. It might have something in front or behind it, so, the best Oceanside Scuba Shop. That might be included in phrase match, so how many times somebody searches for that long phrase or something else, but it’s basically Oceanside Scuba in that exact order, that it may have something before it or after it. Now exact match is how many people type in just Oceanside Scuba with nothing before it, nothing after it, and that phrase is exactly as it is written right there, Oceanside Scuba. Nothing in the middle, Oceanside, California, nothing like that, okay? So that’s exact match.

As far as negative keywords go if I own a scuba shop in California, I’ll probably want to put in, if I’m doing the advertising portion, I’ll probably want to put in a negative keyword, in to the advertising campaign, or in to the ad group that basically excludes anytime someone’s searching for Oregon, all right? Modified broad match basically says that every single word that has a plus before it needs to be included when someone searches. So if I’ve got plus Oceanside, plus scuba, if someone searches for Oceanside, California scuba, or scuba in Oceanside, California, or scuba shops in Oceanside, California, any of those will show up because it’s got the words scuba in there and the word Oceanside.

But it also takes sort of close synonyms to Oceanside and to scuba. One of the things you’ll have to watch out for in this particular example, if you’re doing Oceanside, Google may also take Oceanside, and translate by the ocean into a synonym of ocean side, or on the ocean side or on the ocean or on the beach. Those all might be considered synonyms to ocean side. So you’ll have to take those into account as well, so ocean side scuba you’re probably going to have a lot of searches for that broad match, but if you really want to estimate how much search traffic is available to you, you might want to consider using phrase or exact match, to really help you narrow in on specifically what that is.

On Wednesday, we’ll dive in a little bit deeper in our webinar on how to use the specific match types to exclude certain things from showing when you’re advertising, and we’ll dive deep especially, into modified broad match to show you some of the things that you can create or some of the keyword lists that you create there. Thanks again for tuning in.

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