Do you know about the keyword match types? Are you aware of keyword research? If you are about to run an ad campaign and want it to be successful, there is no way you are doing it without knowing about the keyword match type symbols. Short of time? This is the briefest article you can come across to give you an idea.
There are three main keyword types – exact match, phrase match, and broad match type. Each type has its own purpose in keyword research.
Each keyword in your content can be used in these three ways. The one you should insert depends on your keyword strategy, user search intent, and similar reasons.
How to use a broad match type symbol?
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Use a broad match type symbol when you want your ad to reach various audiences, irrespective of any relevance.
Your ad may reach a wide audience and even to users who are less likely to be interested in it. However, a broad match is useful to create curiosity in the minds of users. It is also helpful in increasing the ad’s visibility, no matter if the lead generation converts.
The symbol used for the broad match type is ‘+.’
If your ad is set to broad match keyword type, it will be shown even if the search query keywords are misspelled, jumbled, use synonyms, and have other relevant variations.
To use a broad match keyword type, you must add + before every keyword you target. For instance, if you add + before every keyword used, it will broaden the search reach. It will show every search query that includes those words, their synonyms, and close matches. +tennis +shoes will match search queries like tennis shoes, shoes for tennis, best tennis shoes, and more.
The plus sign just before the word tennis, +tennis shoe, will match search queries like tennis shoe, tennis. Here keyword match gets restricted to search queries that include the word ‘tennis’ and its close variants.
How to use phrase keyword match type symbol?
Use a phrase match keyword when you want your ad to have medium relevance and medium reach in terms of exposure. The use of long-tail keywords is one of the top keyword research in content marketing these days. Phrase match type just fits best for the agenda.
It doesn’t bring in irrelevant traffic as in the case of broad match and doesn’t strictly restrict the traffic as in exact match type keyword.
You can add a few words before and after a focus keyword to make it perfect for a phrase keyword match, bringing it closer to a long tail keyword.
To use phrase keyword match, you use quotes “ ”on both sides of the keyword. This means “ ” is the symbol for the phrase keyword match type. A few examples include “mobile cover”, “smart devices” etc.
If you insert quotes in your ad keyword, the quoted words act as one word, and other keywords can be placed in front or back of the phrase keyword but not in between. Ad with phrase match “tennis shoes” will show for search queries like
- Affordable tennis shoes,
- Tennis shoes in australia,
- Local tennis shoes shop etc.
You can see there are no words in between the keyword ‘tennis shoes.’
With the recent update, phrase match now also responds to synonyms, close variants, and plurals to make it more relevant.
With this, search queries likebest tennis shoe, affordable tennis footwear will also be considered.
Just remember, to use a phrase match keyword, just add quotes “ ” on either side of them.
How to use the exact keyword match type symbol?
Use an exact keyword match when you strictly want to restrict the reach to the relevant audience only. Use exact match when you are certain about your audience and just do not want to publicize the ad to irrelevant ones. To use the exact keyword match type, use square brackets as a symbol. Any keyword written within square brackets will be considered an exact match keyword. Search queries that include the same keyword with no words before, after, or between the keywords will be considered. For instance, [tennis shoes] is an exact match type keyword and could only respond to search queries that include ‘tennis shoes.’ Exact match type doesn’t match for synonyms, close variants, plurals, and even when the order of the keywords is changed.Summary
The symbol for the broad match keyword is the + sign. Use the + sign before every focus keyword to increase its exposure.
The symbol for the phrase match keyword is “ ” quotes sign. Use “ ” on a keyword to make it behave like a long tail keyword.
The symbol for the exact match keyword is [ ] square brackets. Any keyword placed in [ ] will restrict the reach of an ad to the given keyword.
Pro Tip: Don’t go and start adding symbols before each and every keyword manually. Use a keyword match tool like a keyword wrapper tool to simplify your task. All you need to know are the keyword you want to target. You should also know how you want your keyword to behave before adding symbols to them.
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