Keywords come in all shapes and sizes. From long-tail to short-tail keywords and broad-match to exact-match keywords, there are always plenty of variations to choose from. Deciding which and how many keywords to use is one of the most important aspects of any PPC or SEO campaign.
Keyword matching plays an important role in narrowing down the myriad of keyword options. While traditionally used for PPC campaigns, keyword match designations can also be helpful in making SEO decisions.
When evaluating keywords for inclusion, whether for SEO or PPC, there are three basic types of matches: broad, phrase and exact. Here, we will examine the differences between these keyword matching options on the Google Adwords Keyword Tool and see you how can find your perfect keyword match.
Broad Match
Broad match keywords encompass not only the keyword itself, but any keyword variations, including singular and plural varieties. For example, if you bid on “flowers” your ad may also appear when Web users type in queries for mother’s day flowers, buy flowers, flower photos and so on.
The advantage of broad match is that these queries receive the most search volume since the keyword is likely to appear in a variety of search queries; however, the disadvantage is that some of these queries may not be relevant to your line of business.
Phrase Match
Phrase match allows you to narrow down matching to a specific keyword phrase such as “flower bouquets.” This matching technique guarantees that your keyword selection will be kept intact and in order; however, it will still capture variations that contain additional words before or after the keyword phrase. For example, if you bid on “flower bouquets,” your ad may also display on queries such as graduation flower bouquets, flower bouquets for weddings, flower bouquets delivery and so on.
Phrase match gives you more control over the keyword, while also giving you the flexibility to incorporate longer-tail varieties. Some of these varieties will be relevant while others may not.
Exact Match
Exact match keywords are exactly that: an exact match. If you bid on “Scottsdale flower deliveries” that is the only query in which your Google Adwords keyword will appear. This gives you a lot of control over the keyword and ensures that your ad won’t appear on any irrelevant queries. However, traffic will be limited to people who type in that exact keyword phrase which means there is a possibility of missing related longer-tail traffic.
So which is best? It depends. A seasoned PPC or SEO expert, such as those employed at Web.com Search Agency, can help you determine the right mix of broad, phrase and exact match keywords for your campaign. It’s a delicate balance between search volume and relevancy, but once you find your perfect match, it’s a wonderful thing.
Give us a call at 1-877-Rank-321 to learn more about PPC and keyword selection.
Tags: Keyword Matching
