Keyword Match Type Modifier Tool

Keyword match types are settings that you apply to your PPC advertising keywords to control which search terms trigger your ads. The four main keyword match types are broad match, broad match modifier, phrase match, and exact match.

Broad match is a keyword match type in PPC advertising that allows your ads to be triggered by similar phrases, synonyms, and related searches. With broad match, your ads can be displayed for a wider range of search queries, but the tradeoff is that your ads may show up for irrelevant searches.

Broad match modified (BMM) type keywords are a type of keyword match type used in search engine marketing (SEM) that allows advertisers to specify which words in a user's search query must be present in order for their ad to be triggered. BMM type keywords are a variation of broad match keywords, which allow for more flexibility and reach than other match types.

BMM type keywords are created by adding a plus sign (+) in front of one or more words in a keyword phrase. This indicates to the search engine that the keyword must include those specific words, but can also include other words before or after them. For example, the BMM keyword "+red +shoes" would match to search queries such as "red shoes for women" or "buy red shoes online".

Using BMM type keywords can be a good strategy for advertisers who want to increase their reach while still maintaining some level of control over the types of searches their ads are triggered by. BMM type keywords are often used in combination with other match types, such as phrase match or exact match, to create a well-rounded keyword strategy.

Phrase match type keywords are a type of keyword match type used in search engine marketing (SEM) that allows advertisers to show their ads to users who search for a specific phrase, or close variations of that phrase. Phrase match keywords are more restrictive than broad match keywords, but less restrictive than exact match keywords.

Phrase match keywords are created by enclosing the keyword phrase in quotation marks. This indicates to the search engine that the keyword must appear in the user's search query as a phrase, in the same order as it appears in the keyword. However, the user's search query may include additional words before or after the phrase.

For example, the phrase match keyword "blue suede shoes" would match to search queries such as "buy blue suede shoes" or "where to find blue suede shoes", but would not match to search queries such as "suede shoes in blue color" or "blue leather shoes".

Using phrase match keywords can be a good strategy for advertisers who want to show their ads to users who are specifically searching for a particular phrase or product, but still want some flexibility in the types of queries their ad can match to. Phrase match keywords are often used in combination with other match types, such as broad match or exact match, to create a well-rounded keyword strategy.

Exact match type keywords are a type of keyword match type used in search engine marketing (SEM) that allows advertisers to show their ads to users who search for an exact keyword phrase or close variations of that phrase. Exact match keywords are the most restrictive of the three match types, as the user's search query must exactly match the keyword phrase.

Exact match keywords are created by enclosing the keyword phrase in square brackets. This indicates to the search engine that the keyword must appear in the user's search query exactly as it appears in the keyword, with no additional words before or after the phrase.

For example, the exact match keyword [blue suede shoes] would only match to search queries that include the exact phrase "blue suede shoes", with no additional words before or after the phrase.

Using exact match keywords can be a good strategy for advertisers who want to show their ads to users who are specifically searching for a very specific product or service, and want to ensure that their ad only appears for those exact search queries. Exact match keywords are often used in combination with other match types, such as broad match or phrase match, to create a well-rounded keyword strategy.

Negative match type keywords are a type of keyword match type used in search engine marketing (SEM) that allows advertisers to exclude their ads from showing to users who search for a specific keyword or phrase. Negative match keywords are used to prevent ad impressions and clicks for searches that are not relevant to the advertiser's products or services.

Negative match keywords are created by adding a minus sign (-) in front of the keyword or phrase that the advertiser wants to exclude. This indicates to the search engine that the ad should not be triggered for any search queries that include the specified keyword or phrase.

For example, if an advertiser sells only new cars and does not offer used cars, they could use the negative match keyword "-used" to prevent their ads from appearing for any search queries that include the word "used".

Using negative match keywords can be a good strategy for advertisers who want to ensure that their ads are only shown to users who are searching for products or services that are relevant to them. Negative match keywords can help to improve the relevance of ad impressions, increase click-through rates, and reduce costs by eliminating clicks from irrelevant search queries.

The best match type for your PPC campaign depends on your advertising goals and budget. Broad match can be useful for reaching a wider audience, but it may result in irrelevant clicks. Phrase match and exact match can be more targeted, but they may also result in fewer clicks. It's generally a good idea to use a mix of match types and monitor your campaign performance to optimize your keyword targeting.

You can set match types for your PPC keywords in your advertising platform's keyword settings. Each platform may have a slightly different interface, but most allow you to specify match types when you create or edit keywords. Some platforms also offer automated bidding strategies that adjust bids based on keyword match type performance.