When you set up a PPC campaign, you can modify your keywords for better targeting. These PPC lead targeting options include broad match, modified broad match, phrase match, exact match, and negative match.
Broad Match- This means your ad will show up for anyone who searches for any part of your keyword. So if you target the word “San Francisco dry cleaners,” your ad will compete to show up in search results for “San Francisco” as well.
Modified Broad Match- This lets you choose one keyword in a phrase to target specifically. So if you target “San Francisco dry cleaners,” you can also show up in searches for “cleaners.”
Phrase Match- This type lets you target a specific phrase. For this ad to appear, a search engine user must use the phrase that you have set to see your ad. So if you target “San Francisco dry cleaners” with a phrase match, you’ll also show up for “best San Francisco dry cleaners,” “affordable San Francisco dry cleaners,” and similar queries.
Exact Match Keywords- This allows you to enter a specific phrase so that your keywords only show up for that phrase. So if your ad for “San Francisco dry cleaners” would only show up for potential customers using those exact words in that exact order.
Lastly, negative words can be used to choose keywords that you don’t want to trigger your ad. So if you target “San Francisco dry cleaners,” you could elect not to show up for “San Francisco dry” since that keyword has no relevance to your business. Negative keywords aren’t used often, but they can help make sure you don’t waste money on on-site visitors who won’t convert into leads.