Broad Match - This is the default option. If your ad group contained the keyword “tennis shoes”, your ad would be eligible to appear when a user's search query contained tennis and shoes, in any order, and possibly along with other terms. Your ads could also show for singular/plural forms, synonyms, and other relevant variations. For example, you ad might show on tennis shoe or tennis sneakers.
Phrase Match - If you enter your keyword in quotation marks, as in “tennis shoes,” your ad would be eligible to appear when a user searches on the phrase tennis shoes, in this order, and possibly with other terms before or after the phrase. For example, your ad could appear for the query red tennis shoes but not for shoes for tennis, tennis shoe, or tennis sneakers. Phrase match is more targeted than broad match, but more flexible than exact match.
Exact Match - If you surround your keywords in brackets - such as [tennis shoes] - your ad would be eligible to appear when a user searches for the specific phrase tennis shoes, in this order, and without any other terms in the query. For example, your ad wouldn't show for the query red tennis shoes or tennis shoe. Exact match is the most targeted option. Although you won't receive as many impressions with exact match, you'll likely enjoy the most targeted clicks - users searching for your exact keyword typically want precisely what your business has to offer.
Negative Keyword - If your keyword is tennis shoes and you add the negative keyword -red, your ad will not appear when a user searches on red tennis shoes. Negative keywords are especially useful if your account contains lots of broad-matched keywords. It's a good idea to add any irrelevant keyword variations you see in a Search Query Performance Report or the Keyword Tool as a negative keyword----------------------------------------------------------------------------------------------------------------
Yahoo
Standard Match Type
The Standard match type displays your ads for exact matches to your keywords, as well as for singular/plural variations and common misspellings.
Example
If you advertise on the keyword “wallpaper,” your ad may be shown for the following search queries:
wallpaper (exact)
wallpapers (singular/plural variations)
walpaper (common misspellings)
Advanced Match Type
The Advanced match type extends your reach by displaying your ads for a broader range of search related to your keywords, titles, descriptions, and/or web content. The Advanced match type also includes keywords from Standard match type queries.
Example
If you advertise on the keyword “free wallpaper,” your ad may be shown for the following search queries:
free wallpaper (exact)
free wallpapers (singular/plural variations)
free walpaper (common misspellings)
download free wallpaper (in a phrase)
free download wallpaper (separated by word[s])
wallpaper for free download (in a different order)
Excluded Words
While using Advanced Match Type, it’s important to use the Excluded Words feature to help block unwanted searches that you believe may not be relevant to what you are offering. Excluded Word feature is not available to the Standard match type.
Example
| Keyword (Advanced Match Type) | Excluded Words | Reason |
Computer | Used | You don’t sell used computer |
| Cars | New | You don’t sell new cars |
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MSN
Exact match - Your ad only shows for an exact match of your keyword phrase. So if you're bidding on “big red dog,” then your ad only shows up if someone searches for that exact phrase.
Phrase match - This is when your ad will show up for a phrase that contains your keywords. For example, if someone searches for “big red dog for sale,” then your ad will show up.
Broad match - In this scenario, your ad will show up if the three words in your keyword phrase are in any search. So if someone searches for “red house with a big yard for a dog,” then your ad will show up. Also, adCenter will sometimes expand to include “puppy” to maximize your searches.
Negative keywords - By using negative keywords or keyword phrases, you can help to prevent your ad from showing up in search queries that are unrelated to your website content. For example, if your ad sells. Example – If you are having a keyword, “cars” and if you add a negative keyword “-new”, then ads that are related to keyword “new cars” wont be displayed. By this you can get a control over your ads and be sure about your ads being served.
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