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Keyword match types and negative keywords

7 minutes, 10 steps, workout 2 of 6 in this module

A week after launch you open the account and find that the ads for a towel shop showed up on searches for hotel jobs, beach holidays and how to fold a towel. Nobody added those keywords. Google matched them because of the match type you picked. Whoever sets up the keywords decides which searches the budget pays for, and choosing match types and a short negative list on day one is the difference between paying for buyers and paying for curiosity.

What you'll be able to do

By the end of this workout, you'll be able to write broad, phrase and exact match keywords, say which searches each one can reach, and block the wrong searches with negative keywords.

A first look: Three match types

Broad: related searches. Phrase: searches that include your keyword's meaning, extra words allowed. Exact: the same meaning or intent. Narrower means more control and fewer searches. All three also match close variants like plurals and typos.

What this workout covers

  1. 1Three match types
  2. 2Negative keywords
  3. 3Summary

A question from this workout

Pamora adds the keyword towel set to a campaign with no quotes and no brackets. How widely will Google match it?

  1. Only on the exact search “towel set”
  2. Only on searches that contain both words, “towel” and “set”
  3. On related searches too, even ones that don't contain those words

Pick your answer first, then open the reasoning below.

Show the answer and the reasoning

Answer: C. On related searches too, even ones that don't contain those words

A keyword typed with no symbols is broad match, the default. Google can show the ad on searches related to the keyword's meaning, not just its words. That reach is useful, and it's also why broad keywords need watching.

The other steps work the same way: you decide first, then see why each option is right or wrong.

How you practice here

  • 3 short concept cards
  • 3 multiple-choice questions
  • 1 sorting exercise
  • 2 type-the-keyword exercises
  • 1 search-term review