Keyword Match Types
1. Exact Match:
Your ad only appears when someone searches for exactly your keyword or something very close. For example, if your keyword is "Russian nesting dolls," your ad might show up for searches like "Russian nesting dolls" or "buy Russian nesting dolls," but not for "cheap Russian dolls" or "traditional Russian toys." This helps you get highly targeted traffic because people are looking for exactly what you offer, which usually means more sales. It's best when you want to make sure your ad money is spent efficiently on the most relevant searches.
2. Phrase Match:
Your ad shows up for searches that include your keyword phrase, with words before or after it. For example, if your keyword is "Russian nesting dolls," your ad might appear for searches like "buy Russian nesting dolls," "Russian nesting dolls for sale," or "best Russian nesting dolls." This balances reach and relevance, capturing searches that include your keyword phrase within a broader context. It's best for when you want to capture slightly broader searches without losing too much relevance, allowing for some flexibility in matching search queries.
3. Broad Match:
Your ad can show up for searches that are related to your keyword, including synonyms and similar variations. For example, if your keyword is "Russian nesting dolls," your ad might show for searches like "matryoshka dolls," "stacking dolls," or "Russian wooden dolls." This maximizes reach by allowing your ad to appear for a wide range of related searches, driving high traffic volume. It's best when you want to increase visibility and attract a wide audience, but be cautious of potential irrelevant clicks and higher costs.
Keyword Types
1. Short-tail Keywords:
These are general keywords with one or two words that cover broad topics. Examples include "Russian dolls," "samovars," or "caviar." They attract a lot of searches but usually have lower conversion rates because they’re so broad. They're great for building brand awareness and driving lots of traffic. Best for when you want to increase overall visibility and attract a wide audience to your site.
2. Long-tail Keywords:
These are more specific keyword phrases with three or more words, often showing a clearer user intent. Examples include "buy Russian nesting dolls online," "best samovars for tea," or "authentic Russian caviar." They attract fewer searches but usually have higher conversion rates because they’re more specific and users are often further along in the buying process. They are ideal for targeting niche markets and getting highly motivated traffic. Best for when you want to attract users with specific needs and increase the likelihood of conversions.
