Google Adwords - Keyword Match Types

Chris De Bruyne
A free video tutorial from Chris De Bruyne
Creative Director & Owner at Seventh Season Creative
4.3 instructor rating • 2 courses • 1,328 students

Lecture description

Google Adwords has 3 unique keyword Match Types. Learn what they are, when to use what and how to give your campaign the best all round chance.

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49:47 of on-demand video • Updated April 2018

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English [Auto] Keyword match types and negative keywords as you can see since the last video I've added three more add groups to our campaign. I now have domain and hosting graphic design and online marketing as three more services that I want to provide and I want to create ads for it to direct traffic to my Web site. Each one of these ad groups now has between 15 and 20 keywords per at group just like we did before. And speaking of keywords I want to touch on a few more things so that you understand exactly how Google Adwords works. Now what we added to get started here. Like we said was broad match modified keywords. Now I hope that that doesn't sound too complicated but maybe this will make a little bit easier if you're inside the screen and you hit the plus for us under search keywords you can add new keywords like we've been doing. So I'm going to go with the one that we were using which is web site design and if I did nothing to this and I hit save it's going to add web site design to our keyword list but as you can see there's no Plus there's no nothing. This is a very normal broad keyword broad match. Keywords do exactly what their name suggests. They are broad. They will match up with as many different things as possible. Now as you might imagine that has its good points and its bad points. It might get someone interested that you know wasn't searching for the exact right term but it also might match up with someone who's searching for something completely different. This is why I prefer the broad match modifier. Now there are a few other versions as well. If I click on this key word right here it will open up the editor so I can edit it. You can see underneath here it's got a dropdown that shows what kind of keyword it is. In this case it's a broad much like we said click on the dropdown menu. It's going to show the three different kinds of keywords that Google Adwords allows. One is brought match the next phrase match and then exact match. Now broad match here. I have explained phrase match is exactly what it suggests as well. It's a phrase. So instead of website design by the way you'll notice that the inverted commas that pop up automatically. That is to show that it's a phrase magic key word. A better example of a phrase match is more something like I want a Web site that's an actual phrase. So if someone types in the phrase in Google I want a web site like people do those will hook up to the phrase match keyword and it'll show you add the next keyword in line is exact match. Now if I click exact match you'll see that these little square brackets instantly pop up. Now exact match is also what it suggests. And then we just get rid of all of this I'll again. Exact match is for keywords that I like to call them like power key words. Let's say that a keyword like we've been using like webdesign as we saw from keyword planet is very popular too is turning out to get a lot of clicks and it's turning out to actually bring a lot of traffic and it's doing the right job because this is what people are searching for. I'm going to turn a web design into an exact match which means that there is no flipping around of words. It won't pick up plurals or spelling or typos or anything like that. If someone searches for the exact keyword of web design and your AD group or your ad has this attached once again based on Google's love of relevance it will pick up that this is exactly what this person is looking for. I'm going to connect them to it as soon as possible. So what I always like to do is when I start creating a new campaign I'll go and I'll create a whole bunch of broad match modified keywords like we've done here and then I'll take the top let's say five that I think are actually going to be the winners like webdesign for example or the phrase matches that I think are going to be good and I create five extra keywords that are exact match that I believe are going to bring in more clicks. And what you can do over time is you can see which ones work best and you can optimize for that. So to quickly conclude remember now that you get broad match you get broad match modified. You get phrase match and you get exact match and you can use these three or four as you see fit depending on the campaign and what you want to achieve. Now the next thing that I wanted to show you is negative keywords negative keywords actually very important. Now search keywords will trigger you add negative keywords will make sure that if someone is typing in this it will not trigger your reason for that being as it will save you money because people might be searching for something that's not actually related to your ads that you don't want them to call you. And I'm going to give you a quick example that is from experience that tends to happen a lot. Now we know that we want to add a keyword I'm saying. On the good side like web site development that seems like something that we want right. But what tends to happen is someone will type in web site development jobs and what this will do. If I just click save is any time someone search this web site development jobs which they are definitely going to do. It's going to make sure to not show my ad because I'm not hiring. I want people who want web site development. I don't want to be hiring people and getting phone calls all the time or e-mails looking for jobs. So this is an important one which you can do now this works just the same as the others. This is a broad match. I can create a phrase match or an exact match or I can even create a broad match modified keyword. That's up to you depending on what you want to do. Like let's say you wanted to cancel jobs though. There's a good way and that is to just add jobs on its own as a word because it'll pick up now if any keyword in your list has the word jobs in it. It'll automatically reject this can be very handy and what you want to do is over time as your campaign goes and you start learning what is working and what isn't seeing what kind of response you're getting. You can add negative keywords to kind of filter out the riffraff and you can do it for your clients as well if they're complaining. Like for example I had a client that called me and said you know what my google adwords are amazing. I'm getting phone calls every day. But half of them are people looking for jobs. We need to fix that. And I went in I created negative keywords it felt that those people out and the cost up coming. So this generally is an important thing to know. The last thing that I want to show you in the keywords panel is this button here for search terms. Now unfortunately this campaign is not going to show anything because this campaign hasn't been active yet. But if you click on search terms brings up the dropdown down get to click on search terms as well. This over time based on your campaign's performance will start bringing up the actual search terms that people are typing in Google that are triggering your keywords and your ads and it will be able to tell you what that search term is the match type that it is. What's been added or excluded and how many clicks this has been getting a search terms report as we called it is extremely potent for optimization. Let's say you're doing a adverts campaign for a client each month or every two weeks let's say depending on how much time you're spending you want to do a search terms report on that campaign on that ad group see what people are searching for and you can actually modify your keywords and optimize your campaign letting your clients know that you're doing this as well is a sure way to get them to also trust that you're doing the right thing and that you have their best interests at heart.