Paid Search

Google AdWords

What Are Keyword Match Types & When To Use Them?

By | Keyword Research, Paid Search, PPC

Keyword match types are nothing but the parameters that you can set on your keywords to control which queries trigger your ads to pop up. Without the proper understanding of keyword match one cannot run a successful AdWords campaign. It is the most basic knowledge one should have to run an AdWords campaign. Today, therefore, we are discussing about keyword match types and when to use them.


Broad keyword match type is your default match type. As the name indicates, you can reach the widest audience. When you go for the broad match, your ads appear wherever users search for any word in your key phrase, in any order. This Keyword match type allows misspellings and synonyms to trigger your ads. For example, if you use the broad match on keyword “kids umbrella,” your ad might appear when user search for “kids cycle,” “pink umbrella,” etc. Broad match type must be carefully used. It usually attracts clicks from irrelevant traffic and exhausts your budget quickly. Use this keyword match type when you are unsure what words your audience uses to reach you. Later on, you can review keyword data and fine-tune your key phrases or shift to below keyword match types.


As the name indicates broad match modifier is similar to broad match, but it has one extra feature. Here you can emphasize specific keywords by adding “+” sign. Google will display your ad only when that specific term is included in the search query. Let’s take a quick example. If you use broad match modifier on keyword “+kids umbrella,” then Google will display your ads for “kids umbrella,” “cheap kids umbrella,” etc. But Google will not display your ad when user search for “Men’s umbrella.”


This is one of the most liked keyword match types among advertisers. In this case, your ad is shown only when a user searches for the exact keyword phrase, in the exact order. Let’s take an example. If you use the keyword “kids umbrella” in the phrase match, then your ad will be displayed when users search for “foldable kids umbrella,” “kids umbrella price,” etc., but not “kids pink umbrella” or “kids branded umbrella.” Use phrase match if you want more control over your pay per click campaign. Since irrelevant searches are eliminated in this keyword match type, it attracts more relevant traffic and improves the conversion rate.


Unlike phrase match, exact match type displays your ads only when users search for the exact key phrase. Here in this case, no extra words are included before, after or in between the key phrase. Since this type of match misses out huge opportunities, Google included close variations. Which means, small variants to search queries may trigger your ad. Use this type of keyword match when search behaviour of audience and keyword used by audience are known. Exact keyword match brings less traffic compared to other matches, but the traffic which is obtained is highly relevant.

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    PPC Management

    Six Most Popular Myths About Paid Advertising

    By | Paid Search, PPC

    Pay Per Click (PPC) advertising is one of the quickest methods to gain instant traffic. The biggest advantage with PPC advertising is that you need to pay only when someone clicks on your ad. This advantage may turn into a disadvantage if you fall for PPC myths. Yes, PPC is surrounded by several myths. Here are the most common PPC myths you should be aware of.

    MYTH 1: No One Clicks On PPC Advertisements

    Google AdWords was launched in October 2000. Seventeen years have been passed. Today, more than one million people use PPC for marketing. This couldn’t have been possible without the clicks that a PPC ad gets. On an average, first three paid ads get 41% of the total clicks. Moreover, nearly 50% of people cannot differentiate PPC ads from organic results.

    MYTH 2: Top Spot Of SERP Is Profitable

    Being in the top place of organic results is definitely profitable. For paid ads, top spot may not be the best place. Of course, the first position gets more clicks, but the aim of PPC marketing is not to get more clicks. The actual goal is to get those clicks, which converts. Getting clicks from the people who don’t intend to buy your products or services will exhaust your daily budget quickly, and make your PPC campaign inefficient.

    MYTH 3: With PPC, You Can Launch It and Forget It.

     This is one of the most popular myths related to Pay Per Click Marketing. No, PPC is not that simple. Here, the ultimate goal is to make more sales with minimum investment. There are many things that one has to take care after the launch of PPC campaign. Below are some important tasks:

    • Monitoring and Evolving
    • Testing
    • Bid Adjusting
    • Turning off & Turning on

    MYTH 4: PPC Marketing Is Expensive

     Sometimes PPC advertising can be expensive, but not always. PPC is flexible and provides controls in your hand to set maximum daily and monthly budget for your campaign. If done correctly, PPC can give amazing returns within limited budget. Think in this way, you are spending some money to earn more money.

    MYTH 5: There Is No Need Of PPC if SEO Is working Fine

     Pay Per Click (PPC) is different from Search Engine Optimization (SEO). They are not a replacement for each other, and are used for different purposes. SEO experts say it is beneficial to run PPC and SEO simultaneously, as they both compliment each other. Below are the benefits of running both in parallel.

    • Greater Visibility
    • Better Exposure
    • More Conversion
    • Quick Results

    MYTH 6: Paid Results Affect Organic Results

     No, PPC ads don’t affect organic results  because they both don’t interact with each other. Google can differentiate them very well. It is a common practice to run both Search Engine Optimization and Pay Per Click campaign together. If your organic and PPC ads are relevant to a search query, then Google will display both of them.

    Do you want more traffic?

    Get in contact with our team to chat about what we can do for your brand today.