Keyword Match Types

Keyword Match Types are commands that advertisers can use to control the range of distribution that a provider can deliver the ads to.


Google, and Bing Ads

  • Broad Match will deliver an ad if the user query includes any of the words in the keyword. It can be in any order or combination and can include additional terms before, after and between your keywords. The query can also include misspellings, synonyms, related searches, and other relevant variations.

Command: Entered manually as keyword

  • Broad Match Modifier will deliver an ad if the user includes all the words in the keyword that include the modifier ‘+’ in any order, but not for synonyms. For example, the keyword +tennis +shoes would show up for a user typing in ‘best shoes for tennis’ as well as ‘tennis shoes on sale.’

Command: Entered manually as +keyword

  • Phrase Match will deliver an ad if the user query includes the search terms, and close variations, in the exact order but may include terms before and after the keyword. For example, "tennis shoes" would show up for a user typing in 'red tennis shoes' but not 'shoes for tennis.'

Command: Entered manually as "keyword"

  • Exact Match will deliver an ad if the user query includes the search terms, and close variations, in the exact order and without any additional terms

Command: Entered manually as [keyword]

  • Negative Match will not deliver your ad if the specific keyword is in the user query

Command: Entered manually as -keyword


A note about keyword variations

Google will show your ads for close variations of phrase and exact match keywords. Close variations include misspellings, singular and plural forms, acronyms, stemmings (such as floor and flooring), abbreviations, and accents. Because Google utilized this theory there is no need to separately add close variations keywords in Google. Bing Ads considers singular and plural forms of a keyword to be the same.


Match Type Strategy

Our Professional Services Search Team utilizes the following Match Type Strategy for Managed Clients:

  1. Keywords on Exact Match – Exact Match keywords will only trigger ads for people searching for that exact term, so while the traffic will be much lower this other types of keywords the clickthrough rate is typically higher. This keyword type will traditionally target a more motivated buyer as they know exactly what product they are looking for.
  2. Keywords on Phrase Match – Phrase Match keywords allow for more flexibility than an Exact Match keyword without risky, potentially unnecessary, traffic you may see with a Broad Match keyword. Keep in mind the word order as your ad will only show if the query includes the keyword in the exact order specified.
  3. Keywords on Broad Match Modifier – Using Broad Match Modifier offers a good balance between Broad Match, which can increase traffic, and more specific match types because it still allows for some control over when your ads show for particular queries but allows for the flexible of a variety of query inputs.
  4. Keywords on Broad Match – Broad Match keywords are great to use if you are looking to increase traffic to your site, but keep in mind that Google will shows your ad based on a variety of relevant variations, synonyms, and related searches. It is important to monitor your Broad Match keywords and ensure you are seeing a positive return. Continually adding negative keywords and adjusting bids can help ensure your budget is not spent on traffic that doesn’t convert and meet your return goals.
  5. Negative Keywords – Negative Match keywords ensure your ad doesn’t show when certain terms are included in a user’s search query. Negative keywords help to filter out unnecessary traffic and potentially reduce unwanted clicks, which can save you budget and help increase your ROI. Negative keywords are using in conjunction with other match types.



Keywords of any match type can be added individually or in bulk ChannelAdvisor through the Actionable Reporting tab. 

Negative keywords can be added through the Actionable Reporting tab or through the Negative Keyword Suggestions tab of the Keyword Tools report.

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