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Define Keyword Matching

keyword matching. In a pay-per-click campaign, this term refers to the ways in which the marketer chooses to have Google (or another PPC provider) match a user's search with the keywords the marketer has chosen.

In the case of Google, there are four different kinds of keyword matching: exact, phrase, broad, and negative.

Here's how Google explains it:

"Broad match: keyword (no punctuation)
Allows your ad to show for searches on similar phrases and relevant variations.

Phrase match: "keyword"
Allows your ad to show for searches that match the exact phrase.

Exact match: [keyword]
Allows your ad to show for searches that match the exact phrase exclusively.

Negative match: -keyword
Ensures your ad doesn't show for any search that includes that term."


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