Selecting Your Keywords

Posted on

A Breakdown of Keywords & Match Types for AdWords

Choosing the right keywords for your ad campaigns is crucial in improving your outcome; the terms or phrases that will trigger when your potential customers are searching for relevant information, is what will grab their attention and cause them to click on your ad.


Keep in mind the following tips and facts when selecting your keywords:

1. Match your keywords to the ad you create. For each ad under each ad group, you should select a generous amount of keywords that support the theme and message for that particular ad

2. Irrelevant keywords will not allow you to reach a wider range of customers, it will only decrease your quality score on Google. Stick with relevant keywords that cater to your target audience

3. Make sure to pick the language, location and budget for your keyword strategy at the campaign level

4. The right keywords can trigger your ad/s, hopefully the one your keywords are meant to support, on placements

5. Use both branded and non-branded keywords to reap the best results

6. There is a domino effect from your keywords; the right keywords can increase the relevancy of your ads, which can lead to a higher quality score, which can make your ads shown more often, which leads to more clicks and impressions.



Match Types

(As an example for this breakdown, I’m going to use the keyword phrase “Prom Dresses”)

  • The first match type is a Broad Match; no punctuation is included within this match when you enter it into AdWords. This match includes misspellings, synonyms and related searches and variations of the of the keyword/s that you have chosen. Ex- Prom Gowns, Prom Drresses, Short Prom Dresses Red
  • The second match type is a Broad Match Modifier; when entering this in AdWords you need to insert a plus sign in front of each of the +keyword/s. This match includes your exact keyword or keyword phrase, but allows word/s in between them. This tightens the search while still allowing for a broad range. Ex- Dresses for Prom, Prom like Dresses
  • The third type of match is a Phrase Match Modifier; quotation marks need to go around the “keyword/s” when entering it in Adwords. This match includes your exact keyword or keyword phrase along with one or more words before or after it. This allows for longer phrases with your keywords to be included. Ex- Blue Prom Dresses, Purple prom Dresses Short
  • The fourth type of match is an Exact Match; brackets need to be placed in front of and behind the [keyword/s] when entering it in AdWords. This will only allow your exact words in the exact order you enter them in, causing less, but more specific, results. Ex- Prom Dresses
  • The fifth type of match is a Negative Keywords; a -minus sign (or dash) must be placed in front of any negative keywords. Negative keywords or keyword phrases make sure your ads will not show up on those search results. This allows you to focus on who you do not want to target, which can be just as useful as focusing on who you do want to target.



Here is a visual chart of match types;

Image result for keyword match table


(For more on negative keywords, visit; )
(For a more detailed description of the match types listed above, visit: )

One thought on “Selecting Your Keywords

Leave a Reply

Your email address will not be published. Required fields are marked *