Check out our Keyword Match Types tutorial to learn how Bing Ads and Google AdWords Keyword Match Types work for PPC Advertising. Match Types are vital for keywords and for a successful Pay-Per-Click Advertising campaign.
Keyword Match Types:
1. Broad Match
Broad match keywords are too broad and not recommended for use. These types of keywords have no quotes, brackets, or plus signs.
Targeted Keyword Example: Soccer Cleats
Matched Search Queries: Soccer Shoes Indoors - Turf Soccer Shoes
2. Modified Broad Match:
Highly recommended. Plus signs in front of words that must appear in the search query. Order of the keyword does not matter.
Targeted Keyword Example: +Indoor +Soccer +Cleats
Matched Search Queries: Soccer Cleats Indoors, Best Indoor Soccer Cleats
3. Phrase Match:
Recommended for use. Quotes around the targeted keyword. Order does matter.
Targeted Keyword Example: "Indoor Soccer Cleats"
Matched Search Queries: Best Indoor Soccer Cleats, Cheap Indoor Soccer Cleats
4. Exact Match
Recommended for use. Brackets around the targeted keyword. Only matches keyword and close variants.
Targeted Keyword Example: [Indoor Soccer Cleats]
Matched Search Queries: Indoor Soccer Cleats, Indoor Soccer Cleat