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Advertising on Google: The High Performance Cookbook by Kristina Cutura

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Changing keyword match types

Keyword match types control who sees your ads and how the keywords you have chosen are expanded to match other relevant queries. Using too many of your keywords in the most restrictive match types can limit your traffic, while using too many broad keywords can generate some or a lot of irrelevant clicks.

Getting ready

Determine which keywords you might want to change match types for. Here are a couple of common edits advertisers make:

  • Broad match keywords with low Quality Scores and no conversions. Change to phrase or exact match to restrict variations.
  • Exact match keywords with no impressions. Change to more general match type to broaden reach.

How to do it...

To change a single keyword's match type:

  1. Go to the Campaigns ...

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