Implementing Keyword Matching Options
Posted: June 24th, 2008
The four main keyword matching options are briefly described in Search Engine Panel’s Lexicon, but examples of how to properly implement these options should aid in truly understanding their key differences and uses. Also, I did say that I’d go deeper into keyword matching options in my post on How to Pay Less for Keywords in PPC Campaigns a month ago today. So here we go!
An Overview
The first three matching options are: broad match; phrase match and; exact match. Each member of this trio is a subset of the first category (broad match), and become more precise as you move towards the "exact match" end of the spectrum.
Forming the quartet is the "negative keyword" option, in which you specify which keywords you do not wish your advertisement to show up for. This option is primarily used to refine broad match and phrase match.
Broad Match
Defined in our Lexicon as,
The most liberal form of keyword matching. Ads can be triggered for variations of your keywords, singular/plural forms, synonyms, etc.
Broad match is the default type of matching in search marketing campaigns. If your keyword list included the phrase "basketball jerseys," then your ad might show up for the search phrases "jerseys for basketball," "new basketball jerseys," or "basketball shirts," but not for "basketball players." A broad match necessitates that all of the keywords (or variations thereof) be present in a query.
Phrase Match
Defined in our Lexicon as,
A more precise form of keyword matching. Ads will only be triggered if the entire phrase is used verbatim, but also makes exception for words to come before and/or after the phrase - but not in between.
Continuing with our example, a phrase match for "basketball jerseys" would include the queries "new basketball jerseys" and "basketball jerseys sale," but not "basketball clothing jerseys." This matching option is very useful for specific brand names and product lines. Quotation marks ( "keyword phrase" ) are used to distinguish phrase match from broad match in search marketing campaigns.
Exact Match
Defined in our Lexicon as,
The strictest, most targeted keyword matching option. This occurs when a query is verbatim, as with phrase match, but doesn’t allow words to come before or after the query.
Precision at its finest is in the form of an exact match. An exact match for [basketball jerseys] is only valid if a searcher looks for “basketball jerseys.” Neither of the phrases “new basketball jerseys” nor “basketball jerseys sale” constitute an exact match. To take advantage of exact matching, use square brackets ( [keyword phrase] ). Exact matching is great for specific product names.
Negative Keyword Match
Defined in our Lexicon as,
The keyword matching option used to negate keywords from a search marketing campaign.
With your keyphrase still being “basketball jerseys,” an example of a negative keyword match would be “celtics basketball jerseys,” where your negative keyword is -celtics. This matching option works incredibly well, if say, you carry jerseys for every NBA team except for the Boston Celtics’. Use the negative sign ( - ) to implement negative keyword matching.
Tags: adCenter, AdWords, keyword research, SEM, tools, Yahoo Search Marketing
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Thanks for this great information. This clears things up for me when designing keyword phrases for pay-per-click and in my keyword tags. So hard to get good information these days!
You’re welcome! These terms can be confusing for those who aren’t always dealing with ad campaigns, but knowing how to use them properly helps you get the most out of your available funds.