Keyword Match Types

A keyword match type specifies how exact a keyword match must be for a potential customer’s search query to trigger an ad. When you create an editorial group in Geneva, you must specify one of the following match types:

• Broad: This type allows search queries that are similar to a keyword to result in a match. If there are multiple words in the keyword, they can appear in any order. Also, synonyms and additional words not in the keyword could result in a match. For example, with a broad match type, the keyword red shoes may be a match if a potential customer performs a search for red leather shoes or red sneakers.

• Exact: This type allows only search queries with the exact words as your keyword to result in a match. For example, the keyword red shoes may only be a match if a potential customer performs a search for the exact phrase red shoes. It would not be a match if the potential customer performs a search for leather red shoes, red sneakers, or red shoe (notice the missing “s” in this last query).

• Phrase: This type allows search queries that contain the keyword in the same order to result in a match. It will allow for additional words not in the keyword to result in a match if the additional words are before or after the keyword. For example, the keyword red shoes may be a match if the potential customer performs a search for leather red shoes. It would not be a match if the potential customer performs a search for red leather shoes, red sneakers, or red shoe.