Not every one will enter the same keyword spellings (word combinations & phrases), as you would specify, to search for your type of products OR services. Now its time to target your keywords and to increase chances of reaching more prospects by using Keyword Matching Options. These enable you to pin-point your ad trigger OR can help you to refine your ad targeting so that your ads reach people precisely when they are searching for your product or services. There are four types of Keyword Matching Options: Broad Match, Exact Match, Phrase Match & Negative Keywords.So you can choose to designate each of your keywords using these matches.


Broad Match: It is the default setting for your keywords, i.e if you submit a new keyword to your ad group’s keyword list; it will appear as a Broad-Matched term.

If you include general keyword or keyword phrases as Broad-Match – your ads will appear when user searches for those keyword or keyword phrases in any order, and on queries possibly along with other terms.

It triggers your ad for expanded matches even i.e it show your ads for other similar(relevant) words including plurals & synonyms, even if you don’t include these terms in your keyword’s list.

Using Broad-Matched keywords, you don’t have to spend time developing an exhaustive keyword list.

By using Broad-Matched keywords, ensures as many potential customers as possible view your ad and may accrue impressions quickly. These impressions particularly the ones triggered by more general keywords, as broad matched, are delivering clicks & providing good ROI.

If you want to run your ads on broad matched keywords, we recommend you create with a long list of negative keywords to stop from un-targeted impressions.

Phrase Match: A phrase-matched keyword will trigger your ad when search term match the phrases exact sequence & form that you specify OR when search term includes your selected phrase.

Allow additional search terms around phrase and phrase match keywords manually assign using quotation marks: “Keyword�

Ads triggered by phrase matches typically accrue fewer impressions than broad matches, so your campaign may not require as high a daily budget to display your ads.

Additionally, with phrase-matched keywords help your ad reach a targeted audience, the more potential your business will have for an improved ROI.

Exact Match: With exact match, your ad will appear for search queries that include exact words or letters, in the same order, and without any other terms in the query.

Use exact match when you want your ad to appear only on a query that precisely matches the keywords you have chosen.

Exact-Match keywords are surrounded with square brackets: [keywords]

The benefit of exact match keywords is that your ad is shown to an audience looking for precisely what you are advertising. This increases the likelihood your ad will receive relevant clicks & maintain a high quality score, while keeping your costs down.

Negative Match Keywords: Negative keywords prevent your ad from appearing when a search includes a keyword that isn’t relevant to your ad. Your ad won’t appear when a negative keyword you’ve specified is included in a user’s search query.

Negative-match keywords are used with negative (-) sign prior to keywords.

While broad, phrase, and exact match help you control who sees your ad, negative keywords allow you to control who won’t see your ad. This may increase your CTR and ROI.

For Content target ads, keyword matching options do not apply for keywords