The difference between Broad,Exact and Phrase keywords.

As part of the weekly blogging series directed towards Pay per click the first in the series will revolve around the different keyword match types and what they stand for. We are really going to get our teeth into the basics of Pay per click and work all the way up to the more complex areas of Paid search.

Match types although extremely simple are an important component of pay per click marketing. The difference between match types can be the difference between spending on terms which just aren’t going to convert into sustainable traffic or having the money proportioned to more sustainable keywords.

To start this tutorial we are going to use the Google keyword tool. Which can be found by clicking here.

The Google keyword tool is commonly used within the initial start up period of a Pay per click campaign. Sure you can produce these keywords within your own means however the Google keyword tool helps establish the highly search terms and those broad terms which may cost you financially for the conversion.

For the means of this exercise i am going to search under the term ‘water features’. The results within the screenshot below indicate the search volume of the keywords when on broad match. This can be changed to phrase or exact match by clicking on the ‘Match type’ option in the far right of the screen as indicated below.

So what does this tell you about the different keyword match types? It actually tells us quite a vast amount of information and helps explain what these three terms consist of.

Phrase match keyword example;

Exact match keyword example;

As you can see from the examples these fluctuate with the match type. So your asking the question. ‘What does this determine?’

In a nut shell is the only way to describe these as they are particularly simple. They are as followed:

Broad Match: The keywords using the term broad match can be shown in any order with any other words.

For example. The term ‘water feature’ could be shown with any variation. i.e.: water pump feature, water house feature, feature water house, feature hose water.

Phrase Match: The keywords are used in the order shown with other words for variation.

For example: The term ‘water feature’ could be shown with another word accompanying this term. i.e.: gold water feature, water feature blue, bespoke water feature, elegant water feature.

Exact Match: Exact match keywords are exactly how they sound, an exact match of the keyword searched for.

For example: The term ‘water feature’ would only be shown when that term is typed in.

The exercise of using broad, phrase and exact is an important component of successful paid search marketing. Using the broad match for a term with 4 million searches would open your account up to high expenditure without relevant return. Using the broad match term can typically equate to less conversions but more impressions and clicks. For a client with a endless flow of finances for their online marketing campaign, this may be the answer however if you are looking to target specific terms then broad and phrase match are the way forward. These will decrease your volume of clicks and impressions however the traffic will be more relevant to the service you offer.

Use match type’s wisely. They can be the difference between a successful marketing campaign and an unsuccessful one.

Thanks for reading.

See what others are talking about "Ryan Gibson"

---

1. Track comments via RSS 2.0 feed. Feel free to post the comment, or trackback from your web site.

2. Danny

   
   09/26 2009

   Great overview of match types Ryan. What match type would you suggest sticking your keywords on at the beginning/when launching a campaign?

   I have always been of the opinion that you should start a campaign with a lot of keywords and have them on broad match. After a trial period I would then whittle down to the top performing keywords and do a Search Query Report to find negatives and therefore cease wasting a lot of money on keywords that do not necessarily relate to your business.

   I think on large accounts like you are use to working on negatives do not come into play as much but when working on smaller accounts they are vital to make sure you do not waste money.

   Cheers.

3. seo leeds

   
   09/27 2009

   Nice post Ryan, good summary of simple stuff that anyone interested in running a PPC campaign should know. I’ll be looking out for a guest blog post from you shortly

4. Ryan

   
   09/28 2009

   Hi Danny.

   Thanks for your comments. I am more of the opinion that using exact and phrase is the best option particulary on smaller set up’s where budget is limited and its essential its kept.

   My preference is always covering every single keyword possible for a subject on exact or phrase match so therefore you cut down on wastage keywords. As shown in the example broad match can throw up all types of combinations (feature hose water to name one) which have no relevance to the search term. Covering all the potential avenue’s while on exact and phrase match reduces this potential wasteage. Negative keywords can be used to eliminate some of this however i would always suggest exact and phrase on smaller accounts and on larger accounts maybe ‘test the water’ as you stated with broad match keywords.

   Thanks for your time.

5. Using Negative Keywords or Not?!? |

   
   11/24 2009

   [...] No doubt this explains the importance of negative keywords to the beginning however i tend to stay away from negative keywords and research my campaigns in depth in order to cover all potential keyword avenue’s without the use of negative keywords. Let me explain using an example I previously used in my post on the difference between Broad,phrase and exact match keywords. [...]

* Name

* Email

Your Website Address

Comment