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Hi, I'm Swetha from Loves Data. Today, I'm going talk about
the different keyword matching options in AdWords.
AdWords is based on matching relevant ads to a user's query.
When you build your ad groups,
you select keywords
to help target your ads
for search so they reach people precisely
when they're looking for what you have to offer.
Google has four keyword matching options.
You can set each search targeted keyword to have
one of these matching options.
To use these options,
just add the appropriate punctuation to the keywords.
Our four keyword matching options are: Broad,
Phrase,
Exact and
Negative.
Lets discuss these in detail.
Broad match
is the default setting for all keywords.
There are no punctuation marks around these keywords.
All searches
made using your keyword, in any order or combination, might display your ad.
Searches for similar or related queries might also trigger your ad.
For example,
gardening books,
this match could expand to 'books on gardens',
'gardening books',
'free gardening book', 'rose gardening books', and so on.
The next matching option
is the Phrase match
that uses quotation marks around the keywords.
It narrows your reach by requiring the words
to appear in that exact
order.
For example,
"gardening books"
might match to 'gardening books' and 'rose gardening books'.
Another option is the Exact match
that uses
square brackets around the keywords.
It further narrows your reach by showing your ad
when the exact phrase is used in the search
without any other words before, between,
or after.
For example,
[gardening books] will only show ads for 'gardening books' and not any other search terms.
Another matching option is the Negative match.
It prevents your ad from appearing when a search includes a keyword
that isn't relevant to your ad.
Your ad won't appear
when a negative keyword you've specified
is included in a user's search query.
For example,
lets use gardening books
with the negative match 'free'. This will still match books on 'gardens',
'gardening books' and 'rose gardening books', but
this will not show an ad for 'free gardening books'.
For more on keyword match types visit
www.lovesdata.com/youtube.