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Types of Keywords in Google Ads

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keyword match types in google ads

Types of keywords in Google Ads

What is Google Ads?

Advertisers are constantly looking for ways to attract more customers. Google is one of the biggest advertisers globally, and it has developed a system that allows them to do so by using its search engine to target people. They target keywords and phrases to reach their customers with relevant ads. This way, advertisers spend a lot less money on advertisements, which are more relevant to people’s situations. This is a good thing for Google, but it also means that they have a big competition against themselves. If they want to continue with this system and not make their users run away from them, they will need to make some changes.

How many types of keywords are there in Google Ads?
There are five different match types for AdWords (now Google Ads) keywords. You need to know each type in detail to make the right decision regarding which ones you want to add to your campaign.


MatchTypes

Special Symbols
Example keywords Ads may show on
searches that
Examples Searches

Exact Match

[keywords]

[women`s hats]
Are an exact term and close variations of the Exact terms Women's hats

Pharse Match

"keyword"
"women's hat's"Are pharse and close variations of the pharse buy women's hats

Broad Match

none

women's hat's
Are synonyms realated searches and others buy ladies hats
Broad Match Modifier
+keyword

+women's +hats
Relevants variations contains the modifier term or close variations but not synonyms in any order Women's hats

Negative Match

keyword

baseball
Are searches without the terms baseball
  1. Exact Match keyword
  2. Phrase Match keyword
  3. Broad match keyword
  4.  Broad match modifier keyword.
  5. Negative keyword  or is a close variant of your keyword

1. Exact Match Keyword

Exact Match is the Google keyword match type that allows you to show your ad when a searcher types the exact word or phrase you are bidding on. An Exact Match keyword in Google Ads will only enter an auction in which the search query perfectly matches or is a close variant of your keyword.

Uses: The phrase “exact match” is commonly used when targeting your ad to types of searches with Google AdWords. An exact match in AdWords means that you only want your ad to appear for a specific word or phrase.

Represents an exact match keyword:

exact match” 

2. Phrase Match Keyword

With phrase match, you can reach more searches than with exact match and fewer searches than with broad match, only showing your ads on the searches that include your product or service.

Represents an exact match keyword:

The syntax for phrase match is to put quotes around your keyword, such as “tennis shoes.

3. Broad Match Keyword

Broad match lets a keyword trigger your ad to show whenever someone searches for that phrase, similar phrases, close variations of the keyword terms, related searches, and other relevant variations.

4.Broad Match Modifier:

The broad match modifier shows ads if the keywords appear in the search query in the exact or a similar variant form. The keywords are highlighted using a “+” sign to determine that the keyword needs to be part of the search query. However, Google recently removed this match type.

5.Negative Keyword:

A type of keyword that prevents your ad from being triggered by a certain word or phrase. Your ads aren’t shown to anyone who is searching for that phrase. This is also known as a negative match.

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