Match Type
A setting in digital advertising that determines how closely a user's search query must match a keyword for an ad to be considered for display.
Description
In digital marketing, particularly in search engine advertising, 'Match Type' is a crucial setting that influences how your ads are triggered based on user searches. When setting up a campaign, marketers choose match types to control which user queries will display their ads. This helps in targeting the right audience and optimizing ad spend. There are several types of match types, including Broad Match, Phrase Match, Exact Match, and Negative Match, each offering different levels of precision in how ads are shown. For instance, Broad Match will display ads for searches that include synonyms and related variations, while Exact Match will only show ads for the exact keyword phrase. By carefully selecting match types, advertisers can better manage their reach, relevance, and return on investment.
Examples
- Broad Match: If you set 'running shoes' as a Broad Match keyword, your ad might show for searches like 'buy jogging sneakers' or 'best athletic footwear'.
- Exact Match: If you set 'running shoes' as an Exact Match keyword, your ad will only show for searches that exactly match 'running shoes' without any variations.
Additional Information
- Phrase Match: Your ad will show for queries that include the exact keyword phrase, such as 'cheap running shoes' or 'running shoes for men'.
- Negative Match: This prevents your ad from showing for specific search terms, helping to filter out irrelevant traffic. For instance, if 'free' is set as a negative keyword, your ad won't show for searches including 'free running shoes'.