These terms may seem daunting when you’re thinking about starting your PPC journey, but we promise they’re easy to understand.
Broad match: an option that can be attached to your ads so that your ads still come up when people search phrases that have misspellings, comparable words, searches that are related or even other variants of your keywords.
Phrase match: this will allow your ads to be shown when people search for something that matches phrases which are related to your keywords.
Exact match: your ads will be shown to people who are searching for the exact keywords. This is appropriate if you have a very specific product or service.
Negative match: this will allow you to exclude your ads from searches with a particular keyword. This is helpful to businesses who sell only one type of product – for example, beanies and then can exclude themselves from any searches for ‘caps’ or ‘helmets.’ Therefore, you won’t be unnecessarily spending on cost per clicks as you won’t be getting any business in return.