Скачать или смотреть Broad Match, Broad Match Modifier, Phrase Match, Exact Match and Negative Keywords

This video explains what is Broad Match, Broad Match Modifier, Phrase Match, Exact Match, and Negative Keywords. Their Benefits and Uses while making a Campaign. These match types are required to be used to prevent irrelevant clicks and further to accomplish the desired objective of a particular Campaign. With the use of these Match types, you save upon the budget and bring your CTR up! They also help in increasing the Quality Score of an ad. Broad Match Keywords have the lowest level of restrictions and can even show the ad on the search query which is a close variant, showing the same intent to that of the Keyword. However, in the case of the Broad Match Modifier, the advertiser needs to put a "+" sign along with the Keyword, to ensure that the search query should mandatorily include those specific keywords in it. Unless, it does not have those specific keywords, the ad won't show. Phrase Matches use, Quotes, ("") within which the entire Phrase is put unless the search query has this entire Phrase, the advertiser's ad would not be visible. In Exact Match types, the entire search query should match up with the Keyword as set by the advertiser. This match type is set by using the Square Brackets. So, the level of freedom given to keywords goes down as we go from Broad Match to Broad Match Modifier to Phrase Match to Exact Match. So, Exact Match has the highest level of refinement and restrictions.

Negative keywords are those which when put in your keywords, would not trigger the ad, in case, the Search Query has the same keyword in it. This is to resist those irrelevant clicks which won't lead to any conversion.

Exact Matches need not use Negative Keywords along with them.