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Lesson 4 - Keyword Match Types

The document discusses different keyword match types in Google Ads, including semantic and syntactic types. Semantic types like exact, broad, and broad match modifiers match keywords to search terms based on meaning, while syntactic phrase match requires the exact word order. The document recommends using exact match for specific intents, broad match for related queries, and modifiers to match keywords in any order within a search term. Proper match type selection allows advertisers to control ad impressions while maintaining query relevance.

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Kumera Dinkisa Tolera
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18 views

Lesson 4 - Keyword Match Types

The document discusses different keyword match types in Google Ads, including semantic and syntactic types. Semantic types like exact, broad, and broad match modifiers match keywords to search terms based on meaning, while syntactic phrase match requires the exact word order. The document recommends using exact match for specific intents, broad match for related queries, and modifiers to match keywords in any order within a search term. Proper match type selection allows advertisers to control ad impressions while maintaining query relevance.

Uploaded by

Kumera Dinkisa Tolera
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Advanced PPC

Lesson 4: Keyword Match Types


Overview

• The match type determines how the search term and a keyword must be related for an ad to be displayed.
• Choosing the correct match types is essential to control the types of queries that cause the ad to be
displayed.
At the end of this lesson, you will be able to:

Identify the differences between semantic and


syntactic match types

Explain how to use of syntactic match types,


specifically phrase match

Utilize the semantic match types: exact, broad, and


broad match modifiers
Introduction

Use the keyword match types to reach the correct user by matching the search terms to the keywords.
Semantic vs. Syntactic Match Types
Semantic Match Types

Semantic match types match the keywords to search terms that have the same meaning.

Inversed order Misspelling Singular term


Keyword Chicago Hotels
Search term Hotels in Chicgo hotel Chicago Hotel
Chicago
Syntactic Match Types

• With syntactic match types, the keywords must match the search query regardless of meaning.

• For instance, phrase match is a syntactic match type.

Will Match Won’t Match


Keyword Chicago Hotels
Search term Cheap Chicago Hotel Hotels in Chicago
Syntactic Match Type: Phrase Match
Phrase Match

Phrase match keywords can even match to plurals, singulars, and misspellings only if they are in exact order.

Keyword Search term Will it match? Why?


Running Shoes Running shoes Yes It is the same term.
Blue running shoes Yes The keyword is present
in the search term in the
same order.
Running blue shoes No The order is not the
same.
Red runnng shoes Yes The keyword is in the
search term in the same
order even though it’s a
misspelling.
Shoes running No The keyword order is
reversed in the search
term.
Best Uses for Phrase Match

Selecting a phrase match type proves useful when the word order affects the meaning of the words.

Keyword Search Term Meaning difference

Plumber License Licensed plumber A search for plumber license is done


by one who wants to get the license.
A search for licensed plumber is
done by a consumer who wants to
hire a licensed plumber.

House paint Paint house House paint is a noun describing


paint you put on your house. Paint
house describes the action of
painting a house.
Semantic Match Types: Exact, Broad, and Broad Match Modifiers
Semantic Keywords

• Semantic keywords match the meaning of the search term regardless of the words used.

• Different semantic match types determine how closely related the meaning of the keyword and
search term must be in order for an ad to be displayed.
Exact Match

Exact match type matches a user’s query with the keyword when the meaning is the same.

Keyword Search term Will it match? Why?


Running Shoes Running shoes Yes It’s the same term
Shoes for running Yes It’s the same intent of
finding running shoes.
Blue running shoes No The word blue changes the
basic meaning to
something more specific,
so this should not trigger a
search.
Broad Match

Broad match type can display an ad when the meaning of the search term is similar to the keyword.

Keyword Search term Will it match? Why?


Running Shoes Running shoes Yes It’s the same term

Shoes for running Yes It’s the same intent of


finding running shoes.

Blue running shoes Yes Naming the color just


makes the term more
specific; it still indicates
running shoes.

Tennis shoes Maybe They are both shoe types


with similar uses.

Hiking shoes Maybe They are both shoes used


in an activity

Hiking boots In most cases, no Hiking and running are


different activities, and
shoes and boots are
different types of footwear.
Broad Match Modifier

• The broad match modifier will allow you to designate one or more broad match keywords to be matched
closely to the search term.

• To designate a word to your keyword as a broad match modifier you add a + symbol in front of the word.

Keyword Search terms can match: Will not match:


+running shoes • Running shoes • Hiking shoes
• Running sandals
Running +shoes • Hiking shoes • Running sandals
• Running shoes
+Running +shoes • Running shoes • Hiking boots
• Shoes for running • Hiking sandals
• Blue running shoes • Hiking shoes
Best Uses for Semantic Match Types

• Exact match type: When you want to match the keywords to search terms with the same intent
• It provides best conversion rates as you know what the searcher is searching for.

• Broad match type: When you want to expand your keyword matches to similar items
• It provides the best query coverage.

• Broad match modifier: When you want to match the keywords to the search terms in any order
• It provides good query coverage.
Control vs. Impressions
Syntactic match type matches the words used in the keywords and search terms.
Phrase match is the only type of syntactic match type.
It matches search terms when the keyword is in the search query in the same
order.
There can be words before, after, or, before and after the keyword.
It will also match to singulars, plurals, and misspellings.

Semantic match type matches keywords to search terms based upon intent.
Exact match type matches to the same intent.
Broad match matches to similar intents.
Broad match modifiers match the modified words to the same intent and the
other terms to a similar intent.

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