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Keyword match types help Microsoft Advertising determine how closely a search query or other input must match your keyword. Generally, the more precise your match type, the higher your click-through and conversion rates, and the lower your impression volume, tend to be. Finding the right balance between conversions and impressions can help maximize the ROI of your campaign.
What it does: Broad match triggers the display of your ad when a user searches either the individual words in your keyword in any order, or words related to your keyword.
Why use it: Use broad match when you want to sell a wide set of products to a large group of customers.
Get more info: About broad match
|Broad match modifier|
What it does: The broad match modifier makes it so that, in order to trigger your ads, specific words (or close variants) must be present in the search query.
Why use it: Use the broad match modifier if you feel that queries containing terms related to your keyword are less likely to result in clicks or conversions.
Examples: Let's say you create the broad match keyword Hawaii Hotels. A query for Hawaii Rentals might also trigger your ads, since "rentals" is related to hotels. But you own a hotel and don't want traffic from searchers looking for rental properties.
Get more info: Using the broad match modifier
What it does: Phrase match triggers your ad when all of the words in your keyword, or close variants, match words in a user's search query even if other words are present in that query. The words can be present in the search query in exactly the same order or re-ordered if the intent of the search query matches that of your keyword.
Why use it: Phrase match can increase the relevance of the matching queries compared to broad match.
What it does: Exact match triggers your ad when the exact words in your keyword appear in a customer's search query. Exact match can also match to search queries that are minor variations of the keyword. These are considered close variations. Close variant search queries can include singulars, plurals, abbreviations, misspellings, punctuations, accents, stemming, reordered words, synonyms, paraphrases, implied words, and same search intent.
Why use it: Choose exact match when you want to pair your ads and landing pages to a very targeted set of customers.
Syntax: [keyword] or "keyword"
What it does: Negative keywords define search queries that should not trigger your ad. Negative keywords can be exact or phrase matches.
Why use it: Negative keywords let you specify words that you want to ignore.
Examples: Let's say you have a broad match bid wide shoes, and you have a negative keyword with either exact match [womens shoes] or phrase match "womens shoes".
For exact match and phrase match keywords, your ad may also show on queries that match minor variations of the keyword, so you can maximize relevant matches without having to add all of these variations yourself. Close variations are also considered for broad match modifier keywords. Close variation matching takes place in the United States, United Kingdom, Australia, Canada, France, Germany, Italy, Netherlands, Spain, Sweden, and Switzerland.
Examples of the types of close variations that are considered include:
If you're not sure which match type to use, we suggest starting with broad match. This will give you the best chance of reaching your target customers right off the bat. You can then run a search term report and use the results to refine your keyword list. Here are some quick tips on how to optimize your keyword lists:
Some other best practices to keep in mind are:
If you bid on the same keyword on exact and broad match, exact match will take precedence when your ad is displayed. For example, if you bid on both the exact match keyword [red flower] and the broad match keywords red flower or flower, a search on red flower will trigger the exact match and not the broad match. Additionally, exact match is preferred over exact match close variants.
To avoid duplicate reporting, all reports, such as keyword performance reports, will only report the match type that took precedence. In this example, an impression would be reported for the exact match [red flower] and not the broad match flower.
Match types are on a spectrum from least restrictive (broad match) to most restrictive (exact match), in this order: Broad match > Broad match modifier > Phrase match > Exact match.
If you do not specify bids for all match types, bids are inherited from less restrictive match types. So, while bidding on broad match is convenient and easy to manage, bidding on each match type independently gives you greater control and allows performance data to be broken out by match type.
In the absence of a bid, the next less restrictive bid is inherited by the match type without a bid. This means exact match inherits the phrase match bid, and the phrase match inherits the broad match bid. If neither exact match nor phrase match bids are specified, then both match types inherit the broad match bid. This is never reversed: Exact match bids are never applied to a phrase match, and phrase match bids are never applied to a broad match.
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