18 Jan '12


Broad Match

Broad match is exactly what it sounds like...broad. This is the default match type when setting up your campaign. Your ad will show up for basically anything remotely related to the keyword you are intending to go after - including synonyms, singular/plural forms, relevant variants of your keywords, and phrases containing your keywords. Yes, this means more traffic for you, but what happens if that traffic isn't even close to what your product or service is? The only good thing we see that comes from having broad match keywords is being able to use the search term report. This report shows you exactly what people are searching to trigger your ads. Using this report, you can find negatives as well as long tail keywords.

Example: cheap hybrid cars


Phrase Match

Phrase match allows your ad to show for searches that match the exact phrase. This match type doesn't trigger your ads when someone searches for a synonym, singular or plural forms, or relavant variants of the keyword. Phrase match is the middle of the road match type that is more targeted than broad match, but more flexible than exact match.

Ex. - "cheap hybrid cars"

The keyword using this match type would trigger ads when the search query is something like "cheap hybrid cars" by ford, or "cheap hybrid cars" in Houston.

Exact Match


Ex. [cheap hybrid cars]


Modified Broad Match This is our favorite. We like to think of it as a hybrid match type. Google describes modified broad match as having a greater reach than phrase, while at the same time having more control than broad match. Utilizing this match type could be highly beneficial for your ROI if you're mainly using exact and phrase match only.

Ex. - +cheap +hybrid +car Search queries like "buy cheap car that is a hybrid" would trigger your ad.

So, there you have it - a back to the basics PPC refresher. If you have any questions about which match type you should be using, send @forthea a tweet!

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