Member Avatar for webmaster@123

Hi

I’m analyzing keywords for my ad words campaign; this is the first time I’m running ad words for my site.
So I’m a little bit confused with keywords selection, I’m using the Google keyword tool for keyword analyzing. In this tool which match type should I choose? In order to get better result Broad, Exact, Phrase.

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Quick update that matters for anyone reading this thread years later: Google merged the old external Keyword Tool into Keyword Planner (you now need a Google Ads account to get planner forecasts), and match‑type behavior has changed — the Broad Match Modifier (+keyword) was folded into Phrase Match during 2021. These platform changes mean match types behave more by “intent” than strict syntax today. (adwords.googleblog.com)

Practical rule of thumb for choosing match types now: align the match type to your data and bidding objective. If conversion tracking is in place and you use a conversion‑focused Smart Bidding strategy, broad match (used together with Smart Bidding) can give better reach and performance; if you have little/no conversion data or very tight budget control, start with phrase/exact for precision until you have reliable signals. (business.google.com)

A short, repeatable workflow (apply in order): set up accurate conversion tracking; use Keyword Planner for keyword ideas and forecast volumes; structure tightly themed ad groups; start tests with phrase/exact for control and add broad+Smart Bidding as you collect conversions; review the Search Terms report regularly and add negatives or new winners; avoid one‑word generic broad keywords and guard budgets while testing; give automated bidding a 2–4 week learning window before judging results. Use the Search Terms report to prune waste and expand useful long‑tail queries. (adwords.googleblog.com)

This builds on earlier replies here: ’s emphasis on relevance is still core, ’s point about “what queries you want” remains the right lens, and ’s syntax notes are useful historically — but apply them with today’s match‑type behavior and the testing steps above. Monitor, add negatives quickly, and let data drive when to scale broad match.

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Member Avatar for kathirjaz

Dont worry, I am also an adwords user.
your keywords should reflect the words in your ads and both inturn should reflect about your site. then only you will get lower bidding rates. more over you can use the oppurtunities given by adwords team

Member Avatar for TWeber_TheSBA

It depends on what search queries you would want your ad to appear in.

I always use broad match when I'm using that keyword tool for our web hosting company. So if you used 'web hosting' (that's just an example as that is a very expensive keyword phrase!), my ad should appear in queries such as 'web hosting company' or 'webhost.'

With phrase, it's a search for that phrase and with exact, your ad would only show with that exact keyword search. Hope that helps!

Edited by TWeber_TheSBA because: n/a
Member Avatar for rosiebell

keywords are nothing but the main conceptual frame words in your ad, like in a advertisement on tea flavor, would be key word

Member Avatar for sheena2012

Google keyword tool is the best tool for searching a keyword basing on PPC. You can choose broad if you need to have the generic keywords or the demand keywords for your niche. while using the exact option, you will be given the exact list of your desired terms.

Member Avatar for salinajohnson

Broad match: keyword

(The broad match modifier may also be used to further refine your broad keyword matches: +keyword.)

Phrase match: "keyword"
Allows your ad to show for searches that match the exact phrase

Exact match: [keyword]
Allows your ad to show for searches that match the exact phrase exclusively

Negative match: -keyword
Ensures your ad doesn't show for any search that includes that term

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