For text ads on Google, everything revolves around keywords. Keywords are what link a customer’s search to relevant ads created in AdWords. If keywords qualify Ads to be shown for searches on Google, match types allow us to fine tune just how closely aligned searches and keywords need to be in order to show your ad.
There are 4 different match types that may be assigned to a keyword. These determine how broad or narrow a user’s search will need to be in order to match the keyword.
The broader the match type, the greater the reach. However as reach increases, relevancy can become diluted as ads may show for less relevant searches.
Whether your aim is create large broad campaigns that generate many impressions, or to create narrow, focused campaigns that drive highly specific relevant traffic, striking a good balance of match types for the maturity stage of your campaign is key. Here’s how each match type can affect your strategy. [Read more…] about Why keyword match types are important to the success of your PPC ad campaigns