These keyword matching options help you to refine your ad targeting market, to control your cost and to increase your ROI. The four keyword matching options provided by the Google keyword editor are broad matches, phase matches, exact matches and negative keywords. These options control how broad or narrow you are targeting your market.
The broad matching option is the default option used by Google. With broad matching your ads will be displayed for all searches that contain your keywords in any order as well as for relevant synonyms and plurals. The problem with the broad matching option is that it can easily generate unwanted impressions and clicks. This can drive cost up and produces a lower CTR.
With Phrase matching you can narrow it down more. Your ads will only be displayed if the order and words of your phrase terms matches some of the user search words. This can be achieved by placing your keyword phrase in double quotes (“Keyword phrase”).
If you what to narrow it down even more you use the exact match option. Your ad will only be displayed if the searcher uses your exact keyword and will not be displayed if any other words are used in the search. This can be achieved by placing square brackets around your keyword ([Keyword phrase]). This option is by far the most targeted option and should not be neglected.
Another alternative to the exact match option is the negative keyword option. This option can be used very effectively if you have a specific list of words you know you want to filter out. Your ad won’t be displayed when the search include any of your negative keywords. This can be achieved by placing a minus sign in front of your negative keyword (-keyword).
Time must me taken to evaluate and test the different matching techniques. The default broad matching option might not necessarily be the best option.