in this video you're going to learn about the different keyword match types available for
your Google AdWords campaigns you'll learn the differences between broad broad match modified
phrase and exact match keywords there are three core keyword match types when it comes to Google
Adwords these include broad phrase and exact and we'll also cover broad match modified keywords
which really sit between broad and phrase match as well as the fact that phrase and exact match
keyword types also include close variants and we'll go through what those are and what that's
going to mean for our campaigns and there's also negative keywords which helps improve the
performance of our ads by excluding our ads from showing on particular search queries so let's jump
in and take a look first off we have broad match and this is actually how keywords are added by
default they're added as broad match keywords so as a broad match chocolate gifts can match
chocolate chocolate gifts Cadbury assorted set chocolate gift delivery and even chocolate shop
Chicago so basically by adding in the keyword chocolate gifts we're trying to achieve maximum
coverage for our ads on this particular keyword so it's important to understand this then it
might be a little bit confusing as you start out because maybe some of these that we're seeing in
the example aren't potentially relevant for this particular advertiser so it's important
to understand that broad match is the default but it does give you that very sort of broad
general coverage across different keywords so it's important to absolutely consider this when
we're looking at choosing a keyword match type and that's not saying that broad match is necessarily
the wrong choice it does give you that ability to research particular keywords that maybe you
weren't even aware of when you're running your ads so next we have phrase match which is one of
the core keyword match types we are looking at and this is where keywords are added within quotation
marks so chocolate gifts in quote marks will look for that phrase as it appears between the
quotes so this keyword could match chocolate gifts for Father's Day best chocolate gifts
chocolate gifts but it's not going to match gifts of chocolate or chocolate and gifts because they
not in the same word order so phrase match as you can see means that we're that much more targeted
in comparison to broad match we then have exact match and this is where keywords placed within
square brackets so for example chocolate gifts in square brackets would be our exact match keyword
and this would match chocolate gifts but it would not match chocolate gifts delivered because it's
simply a different keyword altogether now it's important to understand that clothes variants
do apply to both phrase and exact match and this means that singular and plural will be matched as
well as misspellings and other clothes word forms so for example as the exact match of chocolate
gifts it's going to match yes chocolate gifts but as well as chocolate gift singular so singular to
plural plural to single and the misspelling of chocolate gifts as well now a new announcement
to be aware of is that exact match moving forward will actually ignore function words for example
to for answer and real ordered words with the same meaning so moving forward chocolate gifts
as an exact match will match chocolate for gifts with that extra function word in the middle and
gifts chocolate where the word order has been changed but it still means the same thing so
this is important to understand and if you don't want to necessarily match all of these different
variations you will need to absolutely use negative keywords which we'll talk about in
a moment we also have broad match modifier now as we saw at the start this really sits between
broad match and phrase match is the best way to think of it and this is where we put a word with
a plus sign before them so for example plus chocolate gifts means that we're going to be
matching chocolate with the plus sign in front of it more precisely while gifts will still be
a standard broad match term so what this means is that plus chocolate gifts could match chocolate
gifts chocolate gift delivery chocolate shop Chicago and gifts of chocolate but it will
not match Cadbury assorted set so you can see this is a little bit more precise this can be
a good option to start with if you don't want to be too broad but you still want to you know
a bit more coverage than a phrase or exact match keyword type I've just done this quick visual to
give you a bit of a feel so the large rectangle on the outside that's chocolate gift shows you what a
standard broad match would include potentially and the box representing the potential search volume
and you can see here you can put plus signs in front of one of the terms so for example
the second box chocolate plus gifts means we're matching gifts more precisely but you can also
put plus signs in front of multiple terms within the keyword so plus chocolate plus gifts means
that we have that much more precise so you can also use broad match modified keywords inside
the term that you're bidding on and finally we have negative match so super important match type
to be using especially in combination with the search terms report and this is where we put a
keyword with a - preceding them so negative ideas along with a positive keyword of say
broad match chocolate gifts will mean that any particular search career that includes
ideas will prevent our ad from triggering now moving forward so this allows you to
be more precise with your keyword targeting and you'll notice that at the bottom here chocolate
gift idea singular is still eligible to display ads so if you don't when your ads displaying on
this particular term you will also need to put in negative idea because negative match does
not include close variance so don't be afraid to add lots of negative keywords to help refine when
your ads will and will not display as people are searching on Google so that's how you can use the
different match types tell me how you're using Google Adwords let me know and leave your tips
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