One of the biggest advantages of search engine marketing is the incredible level of "intent" that we as advertisers have.

With other ad formats, we are likely targeting a customer based on their demographic profile or likes. This is great and can be very accurate but, we're rarely targeting at the right moment.

With search marketing, we're able to show our products and services at the exact moment the potential customer is searching.

This intent is largely controlled by the keywords a searcher types in matching against the keywords in our campaign.

But, by understanding "match types" we can have even more control over what searches our ads appear against.

Keyword Match Types


The default keyword type when you add a keyword to your campaign. This type means google automatically includes things like miss-spelling, similar variations, etc.


keyword- men's hairdresser user searches - women's hairdresser your ad could appear



negative keyword - women keyword - men's hairdresser user searches - men's hairdresser your ad couldn't appear.

Broad Match Modifier (BMM)

Similar to broad match, except that the broad match modifier option only shows ads in searches including the words designated with a plus sign (+women’s hats) or close variations of them.

BMM is a great option as it gives you extra control without restricting your keywords too much.


With this keyword type, your ad would only show on searches that match the phrase but may have words on either side of the phrase. Your ad wouldn't appear if there were words in the middle of the phrase.


keyword - "men's hairdresser" user searches - best men's hairdresser your ad could appear.


keyword - "men's hairdresser" user searches - men's local hairdresser your ad couldn't appear.


Wrapped in [brackets] this match type means your ad should only show when the searcher types in a keyword that EXACTLY matches a keyword in your campaign. This gives you high control and reduces wasted spend, however, may mean you miss out on variations if you don't frequently review and add to your keyword list.

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