Previously I talked about the fact that there are 4 different matching options for keywords in Google PPC advertising: Broad Match, Phrase Match, Exact Match, and Negative. You can view my BLOG post about the different Google AdWords match types including details on Broad Match by clicking here. Today, I will briefly discuss Phrase Match.
Phrase Match is more targeted than broad match, however more flexible than Exact Match. When your JumpFly account manager enters a keyword or keyphrase into your Google AdWords account, it will be eligible to be shown whenever a user types a query that uses that combination of words in the exact order, and potentially with other words before or after. For example, if I was to input the phrase match of “Blue Widget” into AdWords, the ad would be eligible to show for “new blue widget” or “blue widget store, or even “cheap blue widget sale in NY”, but not for “widget blue store”.
As you can see, the Phrase Match version must appear in the exact order, however other words are often used before or after.
Phrase Match can be a great way to pick up those odd variations of phrases that might not show up during keyword research.
This can be a very powerful keyword match type when used correctly, however it can open up the possibility of showing your ad to versions that very well may not be appropriate. For example, take the Phrase Match version of the keyword “animal doctor”. The provider of this service may not want his ad showing for search queries like “free animal doctor” or “stuffed animal doctor” or “cartoon animal doctor show”.
It is important to note that Phrase Match will not pick up the plural versions of keywords. For example, the phrase match of “blue widget” will not show ads for “blue widgets”.
Choosing which keywords are appropriate to use as Phrase Match, monitoring their performance and adjusting their bids as necessary, are all aspects of a properly managed JumpFly PPC Advertising campaign.
Next time I will go over Exact Match.