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Michael Nadalin

Posted by Michael Nadalin

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What is the difference between Exact and Phrase in Google Adwords?

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What is the difference between Exact and Phrase in Google Adwords?

 

Exact: 

Contains only the keywords used in their exact order, no other words in no other order.

Exact match keywords are created with square brackets around them [  ]

 

Ie. Your keyword is [female hats] and someone searches for ‘red female hats’, although the search includes the words ‘female hats’ this ad would not show up as it is not exactly the same because it includes red. It will only shows results from the search that only have ‘female hats’.

 

Pros:

  • Will get specific high quality traffic

  • Cuts out any close variations which may not create the results desired

 

Cons:

  • May be too narrow and you could miss out on potential leads, calls or conversions from similar searches

 

Phrase: 

Contains all the keywords in this exact order, although there can be other words before and/or after.

Phrase match keywords are created using quotation marks around them “ “

 

Ie. Your keyword is “female hats” and someone searches for ‘red female hats’, this ad would show up because the keyword “female hats” are included in the search in that exact order.

 

Pros:

  • Will get specific high quality traffic and variations of it

  • Will get more impressions than exact match

  • Will get close variations of it that the exact match would exclude from it

 

Cons:

  • May not be as specific and may drive irrelvant traffic to page (not likely, but a potential)

  • May cost a little more than an exact match version of it

 

Check out Google’s official guide to Using Keyword Match Types here: https://support.google.com/adwords/answer/2497836?hl=en-AU

 

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