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I have read several articles on this, but still fail to understand.

For example I have the following keywords in adwords:

Cheese in NY - Volume: 22.000 searches
Cheese NY - Volume 22.000 searches


[Cheese in NY] - Volume: 100 searches
[Cheese NY] - Volume: 90 searches

Why the big difference?

As far as I understand [keyword] does not mean its actually typed in in quotes.

So if only 100 people use Cheese in NY, where do the other 21k searches come from?

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Exact Keywords

This should be pretty obvious but this is when people type exactly the same keywords as your targetted ad, for example if you pay for an ad that is Buy A Pet Rabbit Today and then someone types exact into Google then this becomes an exact search. Your add will only be revealed when they type the exact search.

Phrase Match

If you bid on Pet Rabbit as "phrase match" then your ad will show for anything that contains the phrase such as:

  • I want a pet rabbit
  • Why is my pet rabbit naughty
  • Why is my pet rabbit circling me
  • What can pet rabbits eat

This can cause lots of useless clicks if the person is not looking to purchase and in turn would not be seen as a return of investment. Generally with good keyword research exact is the better of the two.

Broad Match

Broad match also has synonyms and phrases with synonyms such as "Pet Bunny", "Rabbits as Pets", and "How do I keep a bunny as a pet?"

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What you say is broad is actually "Phrase Match". Broad match also has synonyms and phrases with synonyms such as "Pet Bunny", "Rabbits as Pets", and "How do I keep a bunny as a pet?" – Stephen Ostermiller Jun 1 '13 at 14:47
got the two mixed up :P – Simon Hayter Jun 1 '13 at 15:26
I don't use adwords at all really, I use keyword tools which have slightly different meanings to each but thanks.. Hope you don't mind I've added your comment to my answer :P – Simon Hayter Jun 1 '13 at 15:28
ok so broad means its actually a group of related keywords. Now i only use adwords for keyword research. How could I find out what this group is made out of? – user1721135 Jun 1 '13 at 16:08
according to your answer it seems phrase match and broad match are the same basically including multiple keywords :/ – user1721135 Jun 1 '13 at 16:11

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