2. Yes is the short answer. But lets take a closer look at
keyword match options and examine why using all three
types is one of the best ways to ensure a higher CTR, as
well as a strong Google Quality Score.
3. Google has defined the three-keyword match options in a
fairly understandable way. You need to know what each
match type is, how Google uses them and how you can
use them in your keyword selection process.
5. infant carseats will show your ad when a search for both
words are used, in any order, or when either is used
separately.
6. PHRASE MATCH refers to entering your keywords using
quotation marks. Google will show your ad when a user
searches for the phrase, in the order you placed it within
the quotation marks, as well as other possible terms.
8. EXACT MATCH occurs when you surround your keywords
in brackets. This will show your ad only when the exact
keywords, in the exact order are searched, and will not
include any other possible words. This is the most targeted
search and should produce a higher quality (although a
lower quantity) of clickthroughs.
9. [infant carseats] will show your ad when a search for
infant carseats appears. It will not appear if the search has
included any other words. The traffic you attract will be
the most targeted to your keywords.
10. NEGATIVE KEYWORD gives you the opportunity to exclude
words. For example, if you do not want the word used to
trigger your ad, you may place a negative sign, -used, and
your ad will not appear if that word appears anywhere in
the search. This is helpful if you are trying to target
specific traffic and there are certain very popular words
that often accompany your keywords, but are not related
to your ad.
11. So which option is the best to use? The very best option is
to use all three, broad, phrase and exact matching for
every keyword in your ad group. Doing so will result in
impressions being calculated for every variation of your
keywords. This produces a greater click-through ratio.
Google will calculate statistics for each keyword, allowing
you to track performance. Having a high click-through rate
is a key element in raising your overall Google Quality
Score, meaning your ads will appear more frequently than
someone whose score is lower.
12. A standard recommendation of 25 unique keywords per
Ad Group is then changed to 75 when all three-match
options are used.
13. It may seem very redundant to include the three different
match types, and it certainly means more data entry per
ad group. But you are increasing the chances of the right
people clicking on your ads. The quality of the traffic and
your overall Google Quality Score are worth the extra
effort.