Having an idea on match types is necessary to run a successful AdWords campaign on Google. In fact, there are many match types that give you the power to control how relevant a search term needs to be to match your keyword and trigger your advertisement.
Every keyword you add to your account can be assigned one of four possible match types: Let’s take a look at the symbols associated with each match type and how it affects the reach of your keywords. Different kind of keyword match types are mentioned below.
These keywords will give you the widest reach, with the least relevance. Additional symbols are not required to set your keyword as broad; just type it in as is. These keywords will match to search terms that are related searches, synonyms, misspellings and whatever AdWords considers being relevant variations of your keyword.
Broad Match Modifier
One needs to set a BMM keyword by putting a plus sign in front of any or all words in your keyword. In fact, any word with a + before it must be in the search term, or a close variant of that word. You should note that you do not have to put a plus sign in front of every word in your keyword, type the words that have to be in the search term. Order of the words does not matter in this case. If you only partially modify the keyword, the search term just has to have a similar word in order to match your keyword.
You set a Phrase Match Keyword by putting it in quotes in an ad. For a search term to match to a phrase match keyword, Words in the search term can be present anywhere. It can have other words before or after the phrase. In fact, a Match keyword would only a match to keywords that have the words bike shop right next to each other without any terms in between.
These keywords provide the lowest reach but highest relevance. Keeping the keyword in brackets sets exact match keywords. The only search terms that exactly match the keywords will trigger your advertisement.
Close variants of a keyword include any misspellings, accents, plural, singular etc. What’s important to call out here is that close variants do not include synonyms.
Match Type Close Variants
These Close variants will always match to the broad and BMM keywords, you can choose whether close variants match to your phrase and exact keywords. Advertisers can find this option in the Advanced Settings section under Keyword matching options. In case If you don’t see Advanced settings, then make sure your campaign type is set to All features, not Standard.