Google AdWords Help – Broad Search – [Exact Search] – “Phrase Search” – Negative Match
When creating a Google AdWords campaign you’ll need to know the difference between broad, exact and phrase search. Understanding what these terms are can make your campaign that much better. Each term can be effective but others may cost you money. Let’s start with the first option Google gives you.
Broad search refers to keywords that have a similar meaning, but not necessarily the same word. An example would be brown tank tops. Google may show keywords like brown, tanks, tops. This may not be work for you because you don’t want some searching the term brown to click into your site. If you are an advertiser and selling all sorts of tank tops, you want people looking for tank tops to click into your site. In my experience, this type of search is for bigger companies with bigger budgets who want more traffic, which in turn creates bigger profits. Look at the image below. Crazewear may or may not actually sell brown tank tops, but they want to target people looking for tank tops and other bodybuilding clothes.
Phrase search means someone types in many different keywords in different sequences and Google will still display your ad. An example would be “brown tank tops”. These three words could be used in three different sequences to produce the same ad. “tank tops brown” , “tops brown tanks” etc. Also, Google will find other keywords that may have close keywords structures. “brown men’s tank tops” , “brown women’s tank tops”. In my opinion, phrase search will yield you the best results without killing your budget.
This one is pretty straight forward. Whatever keyword you put in brackets, will show up in Google ads. [brown tank tops] will only show in the Google results when someone specifically types that phrase into the search bar. This can be a good tool if you want to be sure what keywords will show up in the Google paid listings. The drawback is you’ll obviously get less visitors to your site.
Google give you the option to leave out certain words of your ad groups. An example would be excluding words such as “free” , “cheap” , “low cost” etc, from your campaign. This is very useful if you are trying to sell certain products. You don’t want people looking for freebies, and immediately leave your site when they find out they have to fork out some money.
If you want to learn more about how to use these features visit Google AdWords matching options.