Understanding Google AdWords (Part 5)
Broad match - is targeting keywords in a loosely defined manner. Ads appear based on keywords that have been queried by search users. For instance, if the keywords you are planning on broad matching are “mountain bikes” and users search for the terms “bikes that can climb a mountain”, your ad will appear; as opposed to exact match, which requires that the keywords selections must exactly match the query.
Phrase match - is indicated when quotations are used in the phrase. A keyword phrase set to phrase match will only appear when the exact phrase is searched on. For example “mountain bikes” will appear when searchers search for “brand name mountain bikes”.
Exact match - is when the keyword or phrase is entered with brackets. The phrase will only serve ads when the entered search phrase is identical to the keyword phrase. “Mountain bikes” will only appear when searchers search for “mountain bikes” Negative keyword - is helpful in filtering unrelated phrases. A dash is entered before the filtering phrase. “Mountain bike -races will not appear if mountain bike races are searched on.
