Match Types for Local AdWords Campaigns

[Exact] vs. “Phrase” vs. Broad

When it comes to determining which match type for Google AdWords campaign keywords, I recently started opting for the more restrictive Phrase and Exact match types. I find that employing this restrictive approach grants me a level of control that would otherwise only be available by maintaining a very long list of negative matches. Lets say you are a local plumber in Philadelphia, you may want to stick to a few key phrase matches that your potential customers would likely search. For example, you would use a phrase match on “drain cleaning”, “philadelphia plumbing”, “plumbing contractor” and restrict the location to Philadelphia and the surrounding area using the campaign settings.

Follow the Data

In my opinion, it is easier to determine what sets of keywords and phrases are converting using this approach. At a glance, I can see which exact or phrase matches are getting the best click through and conversion rates without drilling down into the actual keyword view.

If you are experiencing a ton of irrelevant click-throughs using Broad Match keywords, I suggest you try being more selective. Try using keywords you would like to match on in combination with the Phrase and Exact Match types. Not only can this method save you money by eliminating clicks for unrelated keywords, you will also save time by forgoing a long negative match list.

See also https://support.google.com/adwords/answer/2497836?hl=en