Match Types

Question 1

What is the most precise match type called and what is its syntax?

Answer 1

Exact match

[word1 word2 word3]

Search query contains the exact KWs; no more no less.

Question 2

What is the syntax for the phrase match KW?

And what exactly is the match rule?

Answer 2

“word1 word2 word3” - KW enclosed with double quotation marks (Not single quotation marks!)

1. Search query contains the KWs in the same word order.
2. Ads run less often than broad search, but precisely target your customers, consequently bids are higher (is this always the case, not sure this is true always).

Question 3

How does the ‘Exact’ match type differ from the ‘Phrase’ match type?

Answer 3

The exact match type is exactly the same as the search query; not less words, not more words.

Phrase match may have other words outside of the phrase in the query.

Question 4

What is the kw match type called that uses a + sign before each kw?

How does it work? (3)

Answer 4

broad match modified.

1. SYNTAX/PRESENCE: Search query contains all words with + before it, in any order.
2. CLOSE VARIANTS: query contains close variants of words with + sign, including:
3. singular/plural forms,
4. abbreviations, acronyms and
5. misspellings
6. stemmings (like “floor” and “flooring
7. This match type will NOT consider synonyms and related search terms. (RE: these are not close variants as they are different words).

–

The broad match can be good initially because google may recognise related search terms that you had not thought of. After that, broad match modified can better target your audience.

Question 5

How does the Broad match type differ from Broad match modified? 4 main points

Answer 5

1. SYNTAX
   a. Broad match: no punctuation: word1 word2 word 3
   b. keyword has + before each word: +word1 +word2 +word3
2. PRESENCE OF KWs
   a. broad match phrase only needs one of your kws to be in the user’s search query.
   b. user’s search query MUST contain all the words in the keyphrase prefixed with a + sign
3. CLOSE VARIANTS
   a. Both match types use them
   b. BUT
4. SYNONYMS & RELATED SEARCHES
   a. Broad match – yes!
   b. Broad match modified – no! It’s too vague for this match, and open to interpretation.

SYNONYMS & RELATED SEARCHES examples:

– Or query contains synonyms (like “quick” and “fast”).

– Or query contains related searches (like “flowers” and “tulips”).

Question 6

How does the broad match modified plus a word type work and benefit us?

Answer 6

It’s the broad match type modified plus a word without the + infront that will be treated as a broad match word.

This will be very targeted (the long tail). The broad match word could be a synonym, related search word and treated like the usual broad match type.

The un-modified word does not have to be fufilled.

Though the extra broad match word is not essential, it will make the kw more relevant for searches where this extra word matches in some way, so it seems good to add these long tail ideas.

This could help as such: In an adgroup with one keyword: +bandeoke Hampshire This means you could set up new more targeted ad groups and show ads only where you don’t have organic presence, whilst pausing the broader one word keyword adgroup (e.g. bandeoke)

Question 7

What are the 5 match types and in increasing exactitude?

Answer 7

1. Broad match
2. Broad match modified + a broad match KW
3. Broad match modified (for all KWs)
4. Phrase match
5. Exact match

Question 8

What are ‘close variants’?

Answer 8

Close variants are search results that closely match your search term.

• stemmings (like “floor” and “flooring”).
• abbreviations & acronyms and
• misspellings
• singular/plural forms

Vis. Stemming first S - Samwise Gamgee (Biblo’s gardener in LOTR), cutting flower by the stems…

Mnem: ‘SAMS’

mSAS

MASS

Question 9

Does every word of a broad match term have to be fulfilled in google?

Answer 9

No