Why Use Exact Keywords?

Google AdWords offers three different matching options to determine if a search query will trigger your ad to be shown. The first is known as exact match. In your Google AdWords keyword manager, these words are bracketed. [keyword example]. Exact matches are shown only when the searcher inputs this exact keyword. If you bid on [Mexico travel], the search for Mexico travel will trigger your ad. However, Mexican travel would not. Exact keyword matches can be useful if

1. You are a very niche site, trying to strictly control your budget.
2. Wish to attempt using broad keywords (i.e. the keyword travel), but do not want to be shown for every search containing the keyword travel.
3. Have thousands of keywords and trying to figure out which ones are giving you positive and negative ROI.

Exact keyword matches can hinder a sites ability to find new traffic sources or new keyword combinations as you are severely limiting your ads visibility.

Why Use Phrase Keywords?

Phrase keyword matching is the second matching option Google AdWords offers. It is a middle ground between exact keyword matching and broad keyword matching as far as how easily the ad is triggered by searchers.

A phrase must be at least two words. This matching options is designated in the Google AdWords keyword manager by including the "keyword in quotes". With this option, your phrase must be included exactly as it appears somewhere in the searchers query. If you bid on "Mexico travel", the searches Mexico travel packages and Vacation Mexico travel would trigger your ad. The searches travel Mexico and Mexico City travel would not trigger your ad.

Keyword phrase matching is an excellent choice if you offer specific products that people search for directly. (i.e. Cannon Digital Camera, HP 9700 Printer). Phrase matches should make some use of negative keywords.
If you find you have a lot of phrase matches, and are not catching all the permutations of search terms that people are searching for, you may wish to convert some of these terms into broad matches.

Why Use Broad Keywords?

The most open ended searching string that Google AdWords offers is broad keyword matching.This matching options has a lot of positives and negatives, and should be used with care.

Broad keyword matching is the best way to catch large permutations of searches for your products.

If you bid on the broad term Mexico Travel, your ad will be shown for such searcher as: Mexico travel, travel Mexico, travel packages Mexico, Mexico city travel packages. While on the surface, this seems a great way to go, there are many pitfalls associated with broad match which necessitates the need to extensively use negative keywords. Why? Take a look at what else the broad matches Mexico travel will also be shown for: Mexico travel homes. Mexican flights. New Mexico travel. Bus travel in Mexico. Mexico travel visas. rv travel in Mexico.While some of these broad match keywords might be optimal for your site, odds are, many others will not.

Broad keyword matching options are very good if you are a local business who wants to advertise on a the internet which is world wide. Including a state or city in your broad match will quickly cut down searches to people who include that term in their query, allowing you to advertise for a large variety of products only to those looking in your physical area. The other excellent pay per click advertising opportunities for those in a local area is Regional Targeting.

Broad keyword matching can work wonders for finding many search permutations regarding your site. It is essential you understand what search queries trigger these ads and extensively use negative keyword matching in conjunction with such a program.

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