Google PPC Matching Options
Posted on June 4, 2008 by
Rosanne Lim 
PPC (Pay Per Click) 
2 Comments
Most search engines have different keyword matching options. I decided to focus on Google’s PPC matching options in particular because Google controls a significant share of the market. So what are the matching options available in Google?
Exact Match and Phrase Match
The exact match is exactly what it sounds like, your ads will display when a searcher types on the exact phrase on his query. You need to use brackets, [ ], for the exact match option. So if your keyword is debt consolidation, it should type [debt consolidation] on your account.
Meanwhile, the phrase match can be used through quotes. So you should type in “debt consolidation” on your account. For phrase matching, your ads will display when a searcher types in phrases such as “debt consolidation benefits”, “what is debt consolidation”, or “best debt consolidation”.
Extended Broad Match
The extended broad match is quite complicated. This is because not only will your ads display whenever a searcher types in anything with “debt” and “consolidation” on it. In addition, Google expanded broad matching so much that it is sometimes difficult to see any logical connection between the ads and the search query. For example, ads about counseling or credit financing can appear when a searcher looks for debt consolidation information.
Some experts recommend the discontinuity of using broad matching altogether but a lot of web masters still believe in its benefits. If you do decide to go ahead with extended broad matching, you should take note to use at least four words in the phrase because it will minimize the chances of algorithms misplacing your ads. You can also add negative keywords in your list so your ads will not display when searchers look for terms that are not relevant to your site.
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Great post. As someone really new to blogging the Google PPC brackets are virtually unknown. I have read to posts (including yours) in the last two days explaining it. Thanks for the post.
Very simple and concise explanation!
Extended broad match can be used on an experimental basis with close tracking. Only to way to know if it works for your site it to test it.