In case you are new to internet marketing and are wondering that, how your ad is going to show in response to a query in a search engine? Google supports the keyword match option in AdWords Pay per Click (PPC) campaign.
For effective PPC management, you need to know about the key phrase match criteria of Google. Three main categories of the criteria are as under:
1. Broad Match:
The first category is of broad keyword match, the ads will be displayed when the search query involves any of your broad match phrases irrespective of order. This query may contain synonyms or related phrases of your ads.
An example would be your broad keyword Formal Shoes, can come up in search result for footwear, evening shoes, and men’s dress shoes etc.
2. Phrase Match:
In phrase Match, the Ads will show up in response of query containing your broad match phrase in the exact sequence as specified by you.
Example would be, ads of formal shoes, appearing for searches such as evening formal shoes, men formal shoes, etc.
3. Exact Match:
This type of match will show ads only and only when the exact phrase specified by you is searched in the query. The query words must have the same order, and no other words then your specified phrase.
An example of such a match would be the ad for formal shoes, appearing in response to a query of formal shoes only, without any addition of other words.
Google’s Broad Modifier:
This matching option by Google modifies your broad phrase by adding a + with the keywords. It gives a slight control over the ads showing up for you broad phrase.
If your broad phrase is red diamonds, then the search results may include; red jewelry, red stones, colored jewelry.
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