Google AdWords is one of the most popular Pay per Click advertising programmes on the web today. Millions of advertisers all over the world use it to get their sites listed on top ranks of paid search listings.
When starting your campaign on AdWords, you have to undertake research on the kind of keywords you wish to cater to. You have to then enlist keywords in accordance with the keyword matching options accepted by Google. These options specify the way a keyword interacts with search queries, and the parameters it is matched on.
Broad Match – It is the default option available for AdWords users. It takes into consideration the singular/plural forms, and closest synonyms of the keywords. For example, if your ad group has the keyword silk saris, your ads will be eligible for featuring when a user types in a search query containing the words silk and saris.
Phrase Match – This option allows you to enter your keyword in quotes. Whenever a user searches for silk saris, it will be eligible for a listing. However, the other forms (singular or synonyms) will not be considered in this match. Therefore, it is more targeted form of keyword matching.
Exact Match – As the term clearly indicates, it matches keywords exactly as entered by the advertiser. You can specify this match by using your keywords within brackets. Your ads will appear only when the search query exactly matches with your keyword – no other forms will be considered here. This match is highly targeted, and therefore, extremely beneficial in case of trademarked terms.
Negative Keyword Match – By specifying certain negative keywords, you can easily ensure that your ads do not appear on certain queries. This will be quite helpful in PPC services, especially if your campaign contains too many broad-matched keywords.
Whatever matching option you choose, just remember to be honest with your potential customer base. If your website does not support the tall claims made in your ads, you will simply end up losing users.