Continuation in discussion of keywords, keyword matching options as pertains to Google AdWords.
** 1. KEYWORD MATCHING OPTIONS **
You can set each search-targeted keyword to have one of those four settings. To use a keyword matching option, just add the appropriate punctuation to your keyword:
1. Broad match: keyword
Allows your Ad to show on similar phrases and relevant variations (The broad match modifier may also be used to further refine your broad keyword matches: +keyword.)
2. Phrase match: “keyword”
The four keyword matching options determine which Google searches can trigger your ads to appear. These options can help you control who sees your ads.
Allows your ad to show for searches that match the exact phrase .
3. Exact match: [keyword]
Allows your ad to show for searches that match the exact phrase exclusively.
4. Negative match: -keyword
Ensures your ad doesn’t show for any search that includes that term.
With some options, you’ll enjoy more ad impressions, clicks, and conversions; with others, you’ll get fewer impressions and more narrow targeting. By applying the appropriate matching options to your keywords, you can best meet your ROI goals. For more information about keyword matching options, please see: http://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=6100
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