Tips for choosing the right match type

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In this chapter, we will explain some useful guidelines for choosing which match type to choose.


Basically, choose phrase match or broad match modifier.
If you select exact match out of the four match types, you may lose opportunities because there are few keywords other than the one you entered that will display your ads. Also, if you select a match type to increase the comprehensiveness of your keywords, you will need to increase the number of keywords you enter, making operation and management difficult.

Also, if you choose broad match, your ad may partners email database show up for keywords you don't want your ad to show for or for unexpected keywords, which can result in wasted clicks.

Therefore, basically, it is best to choose phrase match or modified broad match from the four match types.


Choose exact match for product names and proper nouns
For keywords you submit that contain product names or proper nouns, select exact match as the match type.

This is because product names and proper nouns do not have related keywords such as synonyms or homonyms, so there is no need to pick up any related keywords.


If you want to find new keywords, choose broad match
Of the four match types, there are very few cases where you would choose broad match, but if, for example, you want to identify related keywords and then find new keywords, it is a good idea to select broad match.

However, if you choose broad match, your ad will be shown for a much larger number of related keywords, which can mean you end up spending more of your budget than you expected.

So, if you are a business with a tight advertising budget, it may be best to avoid broad match.

However, the advertising costs for selecting partial match vary depending on the keyword, so if you would like to select partial match and search for new keywords, please contact us. We will provide you with a free consultation.


What to do after selecting a match type
Additional settings for excluded keywords
Once you have selected a match type and started delivering your listing ads, you will be able to find out what keywords users are actually searching for and which are bringing them to your ads.

You can also set your keywords so that your ads do not appear when someone searches for a particular keyword.

The keywords that users actually searched for are called search queries. If you check the search queries and find any keywords that are unlikely to lead to conversions, it is essential to set them all as excluded keywords in order to increase the cost-effectiveness of your listing ads.

This is because listing ads are based on a pay-per-click system, and advertising costs are incurred each time the ad is clicked. Therefore, if your company's ad appears when a search is performed using keywords that do not lead to conversions, it could result in unnecessary advertising costs being incurred.

Therefore, once you have selected a match type and started running your listing ads, be sure to add negative keywords.