Exact Match is a filter used in paid advertising campaigns to target users who only use these exact search queries. Excluding every other variation from a campaign.
Let’s take a look at the other match types to see the benefits each one provides.
Broad match keywords help you get seen by a greater number of people as you’ll show up in SERPs when people search for something similar to your keyword.
Broad match terms are great for large vague industries that have a huge audience.
Say you bid on the term ‘ceramic mixing bowl’, you could end up showing up for people who just searched for the term ‘mixing bowl’
The downside is that you could also just show up for people who searched for ‘ceramic’ alone therefore matching you with a fair few irrelevant searchers who then won’t go on to buy your product.
Phrase match happens when your key phrase is searched for with the words in the same order and with no interjecting words.
For example, ‘vintage tv cabinet’ could still be found by someone searching for ‘white vintage tv cabinet’ however it would not been seen by a user who has searched for ‘tv cabinets that are vintage’
Negative keywords are also worth a mention here as they can help filter out things you don’t want.
If you’re listing a job role in a theatre and don’t want job seekers who are looking for medical theatre jobs then you can include ‘medical’ or ‘hospital’ as negative keywords in order to only focus on those wanting jobs in the Arts.
So, as expected, exact match shows terms that are exactly the same as the keywords you’ve set aside
They’re most useful when you only want to appear on certain serps as you have a niche audience or product.
To repeat the example above, should you bid on the term ‘ceramic mixing bowl’ you really would only be paired with people search for ceramic mixing bowls and nobody else.
Yes and no. But we wouldn’t recommend ONLY using exact match keywords throughout your advertising campaign. There are pros and cons to all match types.
A negative of exact match is that it doesn’t account for long tail keywords searched.
Therefore, if you have bidded on ‘ceramic mixing bowl’ you won’t be matched with users who searched for ‘buy ceramic mixing bowl’ or ‘ceramic mixing bowls for sale’.
Since an update to the Google Algorithm, exact match now includes search terms that are the same semantically giving you a slightly larger reach than it previously did.
Before, if you were to bid on ‘ceramic mixing bowl’ you would only be presented with searchers who had searched for that exact phrase. When they said exact - they meant exact.
Now, your potential customer could have searched for ‘mixing bowls that are ceramic’ and still see your ad.
The inclusion of allowing little words such as ‘in, are, of’ etc now allows for a wider scope of visibility.
Really struggling with your keyword strategy? We can help you.
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In the meantime, why not check out our training courses to get some great marketing techniques under your belt and help you figure it out for yourself.