As you probably know, Google Adwords is a pay per click solution for Google. As with other PPCs, you are given the opportunity to place your small advertisement on various platformS controlled by Google. While the platform provides a large audience, you must manipulate your keywords to generate success.

Matching Options

When running an Adwords campaign, you can and should define when your keywords appear in search results. To do this, you can select matching options for each of your keywords to reach a wider audience or a destination.

Google AdWords platform allows you to select four matching options:

Broad Match

Broad match is the default setting for an Adwords campaign. Broad match means your ad will appear in search results when any combination of the words in the keyword phrase search. Many an advertiser has learned expensive lessons using this setting. Here is an example.

Suppose I am selling travel writing diaries and using "travel journals" as my keyword phrase. Every time a person enters any combination of "travel" and "magazines" in a search, will my ad. The ad will also appear for plurals and relevant variations. While this may sound at first glance, a broad match setting can result in low quality and low rates of conversion success. A person looking for travel journal stories is going to see my link. While a decent percentage, click on my link, they are much less likely to buy, since you are just browsing. Broad match, my costs go up and down my conversions.

Broad match is not necessarily a bad option. If your product is a popular Christmas gift, you must use the broad match option in November and December. That potential customers will be motivated to buy. Even the "browsing" surfers will convert well.

Phrase Match

Phrase match is a game option that gives you a little more control over their ads. Phrase match tells the Adwords platform to only show your ad when you search for the particular order of your keyword phrase. Using the phrase match option for "travel journals", my ad will appear when someone search for a phrase with "travel journals" in it, but not "travel diaries." To use phrase match for keyword phrases, just put quotation marks around them.

Exact Match

Exact match is ... accurate result. It is the most specific. You should use only if you want your ad to appear in searches for the exact keyword phrase as written. For example, if I want my ad to appear on searches for "travel journals" and nothing else, I'll use the exact result. To select the exact match option, simply place brackets around the phrase ("[]") key.

Negative Match

No, the negative match option does not imply curses, insults or adult sites. Instead, it allows the description of the results of keyword search phrase you do not want your ad to appear in. For example, I do not want my travel journal product to appear in search results for "Amazon travel journals ". I will simply list the keyword phrases with a hyphen (-) in front of him and my ad will not appear. The negative match option is a tremendous option for eliminating unwanted traffic from your Adwords campaign.

Google Adwords platform is a tremendous advertising platform. Effectively manipulate your keywords and can be a very profitable as well.