Targeting keywords is an integral part of your Google AdWord campaign. Through performing this action, you are pinpointing ad delivery so that ads reach your customers at the exact moment they are searching for what your product is or what your business offers. Its Broad Match feature automatically expands all keywords list by coming up with relevant synonyms, phrases, and plurals to make it as diverse as possible. This action means ads cover a broader area without having to create a keyword list from scartch which could take hours.

Broad Match targets your ads by taking its words and looking for phrases relating to it. Support your business name is Mega Processors Inc. and your keyword is computer chips. Search terms would automatically trigger terms containing the words computer and chips, not taking into account their order. This means your computer ad could be triggered by search terms that have the words computer and chips in them. In turn, search results like potato chips, network computer, and Dorito chips can appear. In addition, ads will include plurals and variations of the keywords entered.

Phrase Match (another nifty feature of Google AdWords) works differently. By adding the quotation marks around the phrase computer chips, you'll then get ads that have those keywords, in that order. As a result, there will appear searches for computer chips, computer chip stores (note the singular form of chip), and other combinations. However, an ad search is restricted to the two words computer and chip. It won't reach people who type in "variations" like "Pentium 4 computer chips" or "high-speed computer chips."

Exact Match means pinpoint precision. It consists of adding brackets around "computer chip". Here, your ad only showns up when someone tries to look for the phrase computer chips without any additional words before or after it, and in the same order: computer followed by chip. This is the preferred searching method for single keywords like loans and smoking. Negative match allows you to avoid useless searches by adding words after a - symbol. So if you only want to search for computer chips and not have any search results that include the word 'Pentium', adding -Pentium is all you need to do.