broad - exact - phrase

[eog]

OK i doubt i am the only person who gets confused by this, can someone clarify exactly what the difference between a broad, exact and phrase search in the adwords keyword tool is.

This is what my logic tells me based on the search term New Computer with Ideas containing my search terms selected.

Broad brings up 33,100 local searches - this would include terms in any order and with other words such as
New Pink Computer, Computer Dell New etc.

Exact brings up 590 local searches - this only includes the exact search of New Computer

Phrase brings up 27,100 local searches - this includes searches with the phrase exactly as it is but also with extra words included such as, New Computer Dell, New Computer for under £100, I want a New Computer etc.


Is my sometimes questionable logic correct?

 

[lucyrussell]

Broad Match: This is the most primitive form of keyword input. An example would be:
online playstation games
But since it's a broad match it would also trigger for the following phrases:
playstation games online
games online playstation
playstation online games
The problem with this is that often when the words in a particular phrase a rearranged they can become untargeted & mean something completely different to what someone is actually searching for. Thus reducing your CTR & potentially losing you money in clicks.

Phrase Match: Phrase Match is a much more targeted way to pinpoint exact phrases that someone might use to search for a particular product.
For example:
"playstation games online"
Would also trigger for the following phrases:
buy playstation games online
order playstation games online
purchase playstation games online
However this particular type of targeting can also match for certain undesirable keywords such as:
free playstation games online
download free playstation games online
So it's important to utilise Negative keywords for the words download & free to avoid you paying for ads in which people are looking for free games. This again will increase your CTR & save you money.

Exact Match: This is the most targeted type of match. With this match you can target the exact keywords you want to trigger your ads. The more targeted you are the higher your conversions will be.
For example:
[buy playstation 3 in texas]
[buy playstation 3 memory card online]

 

[eog]

Cheers for that....

are you saying for broad match for my example of New computer would only include search terms "New Computer" and "Computer New" or is my example correct?

This question is relating the the amount of searches on google and not setting up an adwords campaign

 

[directmarketingadvice]

Cheers for that....

are you saying for broad match for my example of New computer would only include search terms "New Computer" and "Computer New" or is my example correct

No, it could also include things like

new desktop computer
new computers
buy new dell computer in swansea
etc.

and, perhaps,

new pc
computer
buy computer
gaming computers
pc monitors
laptop for sale
etc.

Steve

 

[eog]

No, it could also include things like

new desktop computer
new computers
buy new dell computer in swansea
etc.

and, perhaps,

new pc
computer
buy computer
gaming computers
pc monitors
laptop for sale
etc.

Steve

Thanks steve, i didnt think that something like laptop for sale would come up in the broad search for new computer....so obviously broad search is highly inaccurate relating to the search terms new computer.

Is my interpretation of phrase and exact correct?

 

[directmarketingadvice]

Thanks steve, i didnt think that something like laptop for sale would come up in the broad search for new computer....so obviously broad search is highly inaccurate relating to the search terms new computer.

Is my interpretation of phrase and exact correct?

Phrase match: the searcher needs to type in all those words in exactly that order (but can have other words before and after).

Exact match: must type in exactly those words in exactly that order and no other words.

Steve

 

[davek17]

Hi Eog

Just to force home Steves comments be very wary of broad matching. Another good example of this is if you broad match the term "Barcode Scanners" which is one of the most fought over keywords in my industry.

If you use broad match on this then you will get all sorts of HP scanners (flatbed scanners), medical scanners etc so its really a big waste of money.

I would always recommend using very targetted phrase matching with the []'s and building out from there.

 

[zigojacko]

There is the modified broad match which will refine the broad match results further still, by putting a plus symbol (+) in front of one or more words in a broad match keyword, you can implement the modifier, including close variants and excluding synonyms and related searches.

 

[Dave Thomas]

if you are just using broad you will have to develop a good negative keyword list against the group so for instance in the above case the negative laptop may be considered as a negative term and your ads will not show for this term or any string with the term in it! There is also modified broad match will may add even more confusion but sits somwhere between phrase and broad....try this post it may help you understand http://clickvisionmedia.co.uk/blog/adwords-help-modified-broad-match/

 

[redtreeland]

here you go my hearties:

http://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=6100

 

[headshotlondon]

If you do PPC make sure you adjust negative keywords. Otherwise when someone is searching for 'scanners' and types in 'really bad scanners' your listing will come up.