Last time we looked at the two types of Broad match that can give you a high numbers of clicks on your PPC accounts. However, if these clicks are not controlled properly they can prove to be irrelevant and unlikely to convert into business. One good way around this is by using other match types such as the two that I discuss below.
Examples: “luxury bedding,” “wooden television stand,” “online deals on lamps.”
This is where you are looking for a specific phrase that people are typing into the Google search interface. Phrase matches can be contained anywhere within the search term but have to be in the order in which they appear in your keywords. For example, somebody could type in “luxury white bedding for my home” and your ad would appear. It would not appear however, if somebody typed in “bedding for my home” or “luxury bedsheets for my home.” The beauty of phrase match is that it gives you greater control over your accounts, but also catches relevant long tail terms as well.
Examples: [white bedding], [television stand sale].
Exact match is the easiest match type to control because you don’t need to worry about unnecessary or irrelevant clicks. In this match type, your ads will only appear if somebody types in the exact text of your keyword without any additional characters or words. So if [white bedding] is your term, you will only receive clicks from people who have typed in those two words in that order into the search bar. Exact match sounds good on the surface, but in reality it greatly limits the number of clicks you get because you miss out on all the long tail variations and also spelling mistakes that people might make. It should only really be used when you need to focus on very specific terms.
Match type is every bit as important to a successful PPC campaign as the keywords themselves. Controlled correctly, each match type has their merits depending on how specific or general you wish your searches to be. It will also vary from client to client, as ecommerce keywords for example would have to be managed very differently to ones linking to a more general services website.
One final thing that should be remembered is how the on-going management of campaigns is so important. This can be highlighted by Google’s own findings that “between 20 and 25% of all search queries are new.” This, more than anything, shows how a campaign evolves over time and how important the correct match types can truly be.