Keyword Match Types in Google AdWords and Bing Ads Tutorial

Check out our Keyword Match Types tutorial to learn how Bing Ads and Google AdWords Keyword Match Types work for PPC Advertising. Match Types are vital for keywords and for a successful Pay-Per-Click Advertising campaign.



Keyword Match Types:

1. Broad Match

Broad match keywords are too broad and not recommended for use. These types of keywords have no quotes, brackets, or plus signs.

Targeted Keyword Example: Soccer Cleats
Matched Search Queries: Soccer Shoes Indoors - Turf Soccer Shoes                            

2. Modified Broad Match:

Highly recommended. Plus signs in front of words that must appear in the search query. Order of the keyword does not matter.

Targeted Keyword Example: +Indoor +Soccer +Cleats
Matched Search Queries: Soccer Cleats Indoors, Best Indoor Soccer Cleats
   
3. Phrase Match:

Recommended for use. Quotes around the targeted keyword. Order does matter.

Targeted Keyword Example: "Indoor Soccer Cleats"
Matched Search Queries: Best Indoor Soccer Cleats, Cheap Indoor Soccer Cleats

4. Exact Match

Recommended for use. Brackets around the targeted keyword. Only matches keyword and close variants.

Targeted Keyword Example: [Indoor Soccer Cleats]
Matched Search Queries: Indoor Soccer Cleats, Indoor Soccer Cleat

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