Question about Google Keyword "match type."

[NoahsDad]

When using google keyword tool what type of match type do you find most helpful?

broad, exact match, phrase?

I know they all have their own benefits, but if you just want to test out which term gets more searches I'm not sure what the difference is between the exact match and phrase.

Thanks!

[danatanseo]

This is an excellent illustration Marisa. Very good description, and I totally agree on the modified broad match.

[danatanseo]

Good catch Marisa. Yes, you are correct.

[UnderRugSwept]

I may be misunderstanding you, but I think the keywords "widgets extra large" or even "widgets white extra large" would be triggered with modified broad, not phrase match.

[UnderRugSwept]

My favorite is modified broad match and my least favorite is regular broad match. Modified broad allows for the most variety in searches without returning results that are irrelevant the way regular board match does.

Our main keyword is "embroidered patches" so here is an example

[embroidered patches] - returns only "embroidered patches"
"embroidered patches" - could return "embroidered patches for uniforms"
+embroidered +patches - could return "patches embroidered onto hats"
embroidered patches - could return nicotine patches (useless)

The bottom line is that broad match will get you the most traffic, but a large amount will be irrelevant.
Exact match won't get you as much traffic, but most of it will be high quality.
I personally think modified broad and phrase are the best balance.

[Webdeal]

Hi Noah's Dad,

The  phrase match is that if someone enters additional words before or after the keyword.

Using exact match means that your keywords are targeted more precisely than broad match or phrase match.

Dmitriy

[danatanseo]

I personally prefer using [exact match] instead of "phrase match." The difference is that with exact match a search for [extra large widgets] would return an ad for [extra large widgets] but not for "extra large widgets on sale." Conversely, if your campaign (and I'm making the assumption we are talking about paid ads) was set to be triggered for "extra large widgets" as a phrase match, your ads would be triggered for both "extra large widgets" and "extra large widgets on sale" plus many other variations, like "widgets extra large" or even "widgets white extra large"  I use exact match because it gives me tighter control over my ad spend. However, this is with a keywords set with which I am intimiately familiar. If I was launching new campaigns for things I didn't know as well, I'd definitely use some phrase matches until I started to see what's really working and what isn't.

Hope that helps a little!

Dana