The next common mistake people make is not using the right broad match, phrase match, or exact match keywords. AdWords allows you to add keywords to a campaign in one of the three ways mentioned above.
A broad match keyword means that your ad will show in a search so long as the keywords you entered show up in the search in one form or another. For example, you type in “car repair”, your ad will show up for people who type in “car repair”, “how to do car engine repair yourself”, or “where can I get car window repair”. So with this keyword match, you won’t target the people that are your desired customers.
A phrase match keywords means the keyword phrase needs to show up in the search as a complete phrase in the order you enter it. Using the same example as above, when you enter “car repair” as a phrase match keyword, then your ad will show up for terms like “car repair” or “car repair near me”. It will not show up for searches like “how to do car engine repair yourself” and “where can I get car window repair” since the phrase doesn’t show up together in those searches.
An exact match keyword is when the term being searched needs to exactly match the keyword that you entered in AdWords. So if you have [car repair] as an exact match, it will show up only when someone searches for “car repair” and won’t show up even if someone searches for “car repair for cheap.”
Our recommendation is to start with exact matches and then expand to phrase and broad as needed. If you aren’t getting enough impressions and conversions with exact matches, then you can add the terms as a phrase match and eventually as a broad match. On the flip side, if you aren’t getting good results with a broad match, you can scale back to use only exact and/or phrase matches.