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What are the different Match types of Keywords for Search Campaigns in Adwords?

Matching Keyword to what your customers may use when looking for your products or services is called keyword targeting which is a very important building block for marketing Campaigns.

There are five match type options for your keywords.

1. Broad Match
2. Broad Match Modifier
3. Phrase Match
4. Exact Match
5. Negative

1. Broad Match
Broad match shows ads if a keyword or any variations like misspellings, synonyms or related searches are included in a user’s search terms.

2. Broad Match Modifier
Adding a + sign in front of a keyword turns it into a broad match modifier. This prompts your ads to appear only if the keyword or its close variations are in any part of the search terms.

3. Phrase Match
Placing quotation marks around the keywords turns them into phrase match. This prompts your ads to appear only if the keywords within the quotation marks or close variations of them match a user’s search term.

4. Exact Match
To use exact match, place brackets around the keywords. This way, your ads will only show if the search means the same thing as your keyword. It may include close variations of your keyword, like misspellings, plurals, and synonyms.

5. Negative
Adding a minus sign in front of the keyword scooter makes it a negative keyword (-scooter). This means ads won’t show if someone includes that negative keyword in their search.

Below is explained with an example for each match Type Keyword:

Keyword Match Type