When setting up your Google Adwords campaign you will select any number of keywords but, when you choose one, you must consider the four keyword matching options that trigger your ads to appear in Google searches. The four keyword matching options are broad, phrase, exact and negative match.
That’s it. Easy.
It’s all done with punctuation and Google explains it this way:
1. Broad match: keyword
Allows your ad to show on similar phrases and relevant variations
(The broad match modifier may also be used to further refine your broad keyword matches: +keyword.)
2. Phrase match: “keyword”
Allows your ad to show for searches that match the exact phrase
3. Exact match: [keyword]
Allows your ad to show for searches that match the exact phrase exclusively
4. Negative match: -keyword
Ensures your ad doesn’t show for any search that includes that term
Think of your keywords as search-targeted and use one of the four settings/options. Some options will result in fewer impressions and narrower targeting while applying the most relevant keyword, with the best matching option, will yield a better ROI from more ad impressions, clicks, and conversions.
Part 2 of my new series on Adwords, will go into more detail about each keyword matching option and how to apply them to your campaign.