Keyword Match Types for Effective Paid Advertising

Keyword match type is useful to increase relevant clicks and to reduce irrelevant clicks to get out maximum positive results, increase CTR and maximize ROI of your advertising budget. It is important for online advertisers to learn about different keyword match types to run successful ad campaigns.

The match type of keywords are also used to make your paid ads reach broader to specific audience, or to show the ads to wider audience, or only to potential customers.

There’s one more important thing to remember that there is no need to add misspellings or case-sensitive keywords as Google Adwords will target these keywords itself and show your ads for these types of search terms. It is also advised not to use any special character in keywords.

Google Adwords give five types of keyword match types to advertisers to select, broad match, broad match modified, phrase match, exact match, and negative match type keywords. All these match type of keywords has their own advantages and disadvantages.

1. Broad Match Type Keywords

Default match type of keywords in Google Adwords is Broad Match type keywords. This type of keyword match helps to trigger ads on relevant variation of your search terms, synonyms, and misspellings, singular or plural forms and on other related searches.


Broad Match Type Keyword Ads may show on search terms
Formal shoes Formal shoes
Formal footwear
Formal shos
Evening footwear

2. Broad Match Modifier Keywords

Modified broad match type keywords allow advertisers to show their ads on specific words in a key phrase. For this type of keywords, advertiser just needs to simply add ‘+’ modifier in front of any specific word for which the advertiser want to show the ads.


Broad Match Modified Keywords Ads may show on search terms
Formal +shoes Evening Shoes
Black dress shoes
Men shoes

3. Phrase Match Keywords

Phrase match type keywords gives better control and reach to trigger ads on specific search terms that matches to the exact phrase or close variants and on the search queries which have some additional words before or after the exactly targeted key phrase. In phrase match keywords you just need to add quote marks round the phrase keyword e.g., “formal shoes”.


Phrase Match Keywords Ads may show on search terms
“formal shoes” Black formal shoes
Formal shoes for men
Formal shoes for students

4. Exact Match Keywords

Exact match keywords used to target specific users who are searching for exactly the search terms which an advertiser is targeting. An advertiser needs to use square brackets round the keyword e.g., [formal shoes].

This match type will trigger ads only to very limited but specific audience and also limit your ad reach. Google Adwords also can include very close variants of your exact match keywords to misspellings, singular or plural forms, stemming (for example, floor clean and floor cleaning).


Exact Match Keywords Ads may show on search terms
[formal shoes] Formal shoes
shoes formal

By using, exact match keywords you might get decrease in impressions and clicks but will definitely get an increase in Click-through rate (CTR) and also might get an increase in ROI.

5. Negative Match Keywords

Negative match keywords are important to add in Google Adwords campaign to reduce irrelevant clicks for your paid ads. An advertiser can add the search terms as negative keywords which are getting clicks on ads for the search terms which you do not want to target.

Negative match type keywords are used to exclude your ads from showing on negative targeted search terms. For example, you are selling or targeting “formal shoes” customers and do not want to show your ads on “sports shoes”, in this case you can add “sports” as negative keyword to stop showing your ad to the audience who are searching for sports shoes related search queries.

Hope, you all get a brief idea about Paid Advertising keyword match types.

Please feel free to share your thoughts or queries in below comment box.

How to Start a Successful Blog

A blog is an online journal where a writer or a group of writers share their knowledge, experience, information, opinions, observations and etc about any topic. The “Blog” word is derived from the word ‘Weblog’ that includes Web + Blog that means personal or professional thoughts published in journal form on the World Wide Web. It is a type of website which gets updated regularly with new posts and information on the relevant topics to the blog. These online journals can be written in an informational or conversational style.

Blogging (to write & publish blogs online) is an art and a passion for many. I know some of my friends in our community who have a good writing flair and keen to share their knowledge over the Internet but are not well aware about what exactly is Blogging and how to start it. So, I decided to share some information and tips about blogging.

Blog Topic: Firstly, you should choose your blog topic on which you have command and can write unique and informative blog posts. Your blog theme can be anything related to your hobby, passion, life experiences, technical, self improvement etc. where a user get some relevant information and get benefit from it.

Blog Platform: Blog platform is the platform from where you publish your blog posts online and can customize the blog design easily. To choose a right blogging platform is must for a successful blog. There are various blog platforms from where we can choose one from them. Some famous blogging platforms available are WordPress, Blogger, Tumblr, HubPages, Medium, SquareSpace, Wix, Ghost and etc. My personal favorite platform is WordPress because it is one of the extensively used blogging platform in the world and lots of plugins are available to promote and customize the blog.

Paid vs. Free Hosting: A free blogging platform is easy to begin with no start up cost, but you will not get your own domain, it will only provide you sub-domain. WordPress, Blogger, Wix are some famous free blogging platforms and good thing about it that you do not require any technical knowledge as you can start it immediately. With paid hosting you can have your own domain and get WordPress installation on it. Blog promotion and optimization become easy with the paid hosted blogs.

Domain: Domain name of your blog is very crucial step in setting up a blog. Choose a domain name which symbolizes the category or subject of the blog so the users can easily get an idea about the blog is related to which niche or subject for.

Blog Design & Customization: Design and customize your blog according to the blog niche or category or subject to give the look and feel of the subject to the users. You may choose a great theme and install plugins if you have hosted your blog on WordPress.

Hope you all get an idea about how to start a blog and will definitely start blogging!!
Please share your comments or feedback below for you any concern regarding this blog post