4.2 Keywords and Keyword Targeting

About Keyword Match Types

AdWords is based on matching relevant ads to a user's web search or browsing experience. Keywords are critical to helping both a user find the information they're looking for, and helping an advertiser reach that user with ads that relate to the user's web experience.

When you build your ad groups, you'll select keywords to help target your ads for search so they reach people precisely when they're looking for what you have to offer. To do that, you'll need to pick one of the following match types for each keyword:

  • Broad match is the default setting for all keywords. All searches made using your keyword (in any order or combination) might display your ad. Searches for similar or related queries might also trigger your ad.
  • Phrase match narrows your reach by requiring the words to appear in that exact order.
  • Exact match further narrows your reach by showing your ad when the exact phrase is used in the search — without any other words before, between, or after.
  • Negative match eliminates searched phrases you don't want your ad to appear for, such as cheap or free.
  • Embedded match allows you to prevent your ad from appearing in relation to certain phrase or exact matches.

About Broad Match Keyword Targeting

Broad match is the default setting for your keywords. Therefore, when you submit a new keyword to your ad group without quotes or brackets, it appears as a broad-matched term.

Broad-matched keywords reach a wide audience and trigger your ad to appear whenever that keyword or similar term appears in a user's query. This means that your ad appears even if:

  • Other words are included in the query.
  • Terms in the query are not written in the same sequence as your keyword.
  • The query is similar to your keyword. This includes plurals and synonyms.

Example: For the broad-matched keyword used book, your ad could appear when users enter the following queries:

Used book dealer
Secondhand book
Used books
Used book for sale
Used literature

About Phrase Match Keyword Targeting

A phrase-matched keyword triggers your ad to appear for any query that includes your keyword or phrase in the exact sequence and form that you specify. (Additional terms in a user's query can precede or follow the phrase.) Phrase matching narrows your reach by restricting your ad from showing on irrelevant variations of your keyword.

To enable phrase matching for a particular keyword, enclose it with quotation marks.

Example: For the phrase-matched keyword "used book", your ad will be matched per the following:

Ad will appear for the query:
used book dealer
buy used book
rare and used book
Ad won't appear for the query:
used paperback book
book of used matches

About Exact Match Keyword Targeting

Exact match is the most precise method for targeting your keywords. Use exact match when you want your ad to appear only on a query that precisely matches the keyword you have chosen. Without any additional words or letters before, between, or after the keyword.

To enable exact matching for a keyword, enclose it in square brackets.

Example: For the exact-matched keyword [used book], your ad would be matched per the following:

Ad will appear for the query:
used book
Ad won't appear for the query:
used book seller
used books

Adding only exact match keywords can severely restrict you from relevant traffic.

About Negative Match Keyword Targeting

Negative-matched keywords prevent your ad from appearing when a search includes a keyword that isn't relevant to your ad. Your ad won't appear when a negative keyword you've specified is included in a user's search query.

To specify a negative keyword, add a minus sign (-) before the keyword or phrase you want to exclude. Negative matches may not restrict your other keywords as much as phrase or exact matches might.

Example: For the broad-matched keyword used book and negative keyword -college, your ad would be matched per the following:


Ad will appear for the query:
used book seller
Ad won't appear for the query:
used college book

About Embedded Match Keyword Targeting

Embedded แปลว่า ฝังแน่น
Sophisticated แปลว่า วัฒนธรรมสูง

Embedded match is a sophisticated form of keyword matching that allows you to prevent your ad from appearing in relation to certain phrase or exact matches. This is popular when an advertiser sells merchandise related to a movie or book, but not the actual movie or book.

Example: An advertiser selling merchandise for the movie Toy Story merchandise might use the embedded match option of a negative keyword and exact match on -[Toy Story]. This way, the advertiser's ads appear for Toy Story dolls and Toy Story products, but not for the exact match Toy Story.


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