Keywords and their match types, are the soul of the game that is the Search Engine Marketing. If you get this wrong, no amount of budget that you allocate to this game is going to ensure that you win the game. Having the right keywords and using the right match types is about having the right team to win each match that is the auction.
The sports metaphors end there.
Honestly, many adwords advertisers have trouble getting the match types right. Particularly since the introduction of the broad match modifier. Here we are going to discuss few common questions that many marketers, both novice and advanced have on their minds regarding match types.
Should I use Phrase Match or Broad match modifier?
These match types are great for keywords that have more than a single word. The difference is all about if the order of words in your keyword matters or not. In some cases it doesn’t matter and in others, it does.
An example of a case where order matters: Consider someone advertising a brand of car speakers called Thunder Beats. They would want to appear for searches that include the words “thunder beats” in that order. But “+thunder +beats” might serve a different set of users whose searches, large as they might be, might not be looking for speakers for their car.
You know your keyword list, and you know if there’s potential for uncertainties if the order of words changes. Use phrase if there’s a potential for mixups, but modified broad match works if your order isn’t going to change the intent of someone’s search.
“Noise” words in queries
Many people wonder if you need to add words like “in” “the” or “for” etc., should appear in broad match or phrase match.
The answer for phrase match is quite simple, if the words appear in the phrase you’re using, then yes, the words should be present in phrase match
For example, if your (multi-word) keyword is SEO training in India, and you are targeting who are using that exact phrase in their search query, then your phrase match keyword would be “SEO training in India”
For broad match, it depends on how important that particular word is in your keyword. If the user intent changes by these words then you should add them if it doesn’t better keep them out. This has to be carefully done because inclusion or exclusion of these words will impact the performance.
Negative Keywords and close variants
When the close variants update was applied to phrase and exact match options, it was unclear if the same applies for Negative keywords.
(Just as an FYI, the close variants thing doesn’t work for every seemingly misspelled word. It takes into consideration the local language and the existence of words close to the misspelling.)
The close variants most certainly doesn’t work with negative keywords. Negative Keywords are based on the exact term.