This is an overview of how you might use keyword matching to narrow down and hone the clickthrough you might recieve on an advert in order to maximise conversion rates. Here are the tools,

Broad match

This is the keyword or phrase type that nearly everyone will use without understandning how to further optimise your campaigns. Truth is, if your campaigns are only full of broad match terms you are probably wasting money and have a low conversion rate. Time and thought should be spent on all your keywords and phrases in order to maximise your campaigns potential. With a broad match your ads will result in an impression for, your keyword or phrase with other terms or even search terms where not all your terms have been searched for, resulting in a lot of unwanted impressions.

Phrase Match

A Phrase Match is just like when you are searching for something. It groups multiple keywords and ensures your Ad will not show for searches that do not include this exact key phrase (and in that order) it will however result in and impression for this phrase plus another word or phrase, an example might be “Nike Rucksack” your ad will show for searches like, red nike rucksack, used nike rucksack etc

Exact Match

Exact Match is what it says on the tin, your advert will not appear unless exactly this phrase is searched for, in other words it will not appear if your phrase is accompanied by other search terms. Use this by putting square brackets around the [keyword] [or phrase] An example where you might need to use an Exact Match might be if you are selling a product that

Negative Match

Negative Match causes a phrase to not appear if an additional keyword is used in conjunction with the phrase. Use you phrase with -keyword to use this. My example of this the other day was in a very specific pay per click campaign. Let’s say the HR department is using Adwords to advertise jobs, my keyword phrase might be “Marketing Manager Job” this would be a popular combination but it would also result in an impression for the search phrase “Marketing Manager Job Description” this might be students or the like researching was expected of a Marketing Manager and would not result in a conversion or in this case an application. Additionally a search phrase might be so popular that you only want your ad to be displayed if it explicitly contains a certain word, let’s use the same example. Your key phrase is “Marketing Manager” you are getting a high level of impressions but your conversion rate is low, you might want to only display your ad for searches including the word “Job” or “Vacancy” this would reduce the amount of impressions and wasted clicks. Remember that unless you have an unlimited budget you shod address all your keywords in this way, it is time consuming but will save spend in the long run.