We find that keyword match types are an important aspect of Adwords that there is often confusion about. It is so fundamental that all Adwords customers understand this that I thought I would try and summarise it more clearly than Google do! We also cover the topic in more depth in the Smart Insights 7 Steps guide to improving AdWords ROI that I recently updated.
I will cover these two areas of good practice in this post:Keyword match typesNegative keyword match types
It is worth doing this because; although negative keywords and standard keywords share the same basic match types (broad, phrase and exact) these terms actually have different meanings and functions with the two types of keywords.
The users search term must exactly match a keyword in your account in…