Tip #16 – Use phrase match, broad match, and exact match
There are three basic ways you can enter your keywords into the PPC engines as you bid on your keywords.
These three ways include:
Phrase match
Exact match
Broad match
Let me define those for you.
Phrase match is when your ad would appear for your keyword, plus additions to that keyword.
For example, if you enter your keyword as cowboy boots your ads would appear when people search for cowboy boots, as well as blue cowboy boots. Your ad would not appear if someone searched for boots cowboy or cowboy shoes.
Broad match is actually the default and it will make your ad appear whenever your keyword is used in any order.
You may show up for for cowboy boots and boots cowboy.
Exact match is when you surround your keyword with brackets. That means you want your ad to appear only when someone searches for that exact term.
That means your ad will appear only for the keyword cowboy boots and never for anything else.
Of course, when you combine these matching methods your ad will appear for many different combinations. It’s all about testing and figuring out what will work best for you.
If you want to be completely targeted and spend as little money as possible you should stick with exact match for now. Still, you may be leaving a lot of money on the table by leaving out broad match and phrase match.
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