Keyword Matching Options for SEO and PPC Explained

Filed under category: Search Engine Optimization and Pay Per Click Marketing




keyword match types for seo & ppc

There are four main types of keyword matching options when putting together your pay per click adwords campaign. The same matching options apply when trying to rank your keywords through organic search engine optimization. The four main types of keyword matching options are the broad match, phrase match, exact match and negative keyword match.





Broad Match


When you are trying to match a keyword using the broad match option, this allows your ad to show on similar phrases and relevant variations of the particular keyword. Internet users will make mistakes when typing keyword searches. They will also use a different method of searching for something particular because they may not know exactly how to explain their search in keyword form, but they know what they are looking for. The broad match algorithm will search for variations and similar phrases.


For example, if one of our targeted keywords is "professional seo company", then our ad would be eligible to appear when a user's search term contained any word word or all three words ('professional', 'seo' and 'company') in any order, and possibly along with other similar and relevant terms. It will also match plural and singular forms of the keyword (professional seo companies).


Keyword Example: If our targeted keyword is "professional seo company" and we are targeting a broad match for this keyword, our ad would be eligible for the following terms: seo, search engine optimization, website optimization, professional seo company, seo companies, seo company services and best seo company just to name a few. Different variations and plural keyword forms are included in this list because this is a broad match option.


Phrase Match


If a user enters a keyword and your campaign is targeting a phrase match for that particular keyword, then the ad would be eligible to appear when the keyword is in the particular order. As long as the search phrase has the targeted keyword included within the phrase, it qualifies as a phrase match. The phrase match is more targeted than the broad match.


Keyword Example: If our targeted keyword is "professional seo company" and we are using the phrase match option, then our ad would be eligible for the following example queries: professional seo company, seo company services and best seo company. Our ad would not show up for the following example queries: seo services, seo and search engine optimization.


Exact Match


The exact match option is exactly what it says. An ad would only show up for the exact match of the keyword. If your target keyword is "cool t shirts", then the ad will only show up when the exact query is typed in. Obviously, the exact keyword match option is much more targeted than either the phrase match or the broad match.


Negative Keywords


Negative keywords in a pay per click adwords campaign are keywords that will cause your ad not to show. If there are certain words which might be similar to your keywords, but are not relevant to your goals, then you want to put them in your negative keyword list. Making use of negative keywords can certainly help your campaign become more targeted and more relevant.