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You can use negative match to prevent your ad from showing to people searching for certain terms. Your ad won’t show if a search term contains the keyword term you define with a minus sign (-) prefix. Negative keywords are an especially useful way to filter out irrelevant traffic and thus prevent unwanted clicks. (more…)

With exact match, your ads can appear only when someone searches for your exact keyword, without any other terms in the search. We’ll also show your ad when someone searches for close variations of that specific keyword. (more…)

With phrase match, your ad can show when someone searches for your exact keyword, or your exact keyword with additional words before or after it. We’ll also show your ad when someone searches for close variations of that exact keyword, or with additional words before or after it. (more…)

You can add a modifier, the plus sign on your keyboard (+), to any of the terms that are part of your broad match keyword phrase. By adding a modifier, your ads can only show when someone’s search contains those modified terms, or close variations of the modified terms, in any order. The modifier won’t work with phrase match or exact match keywords. (more…)

This is the default matching option. With broad match, your ad may show if a search term contains your keyword terms in any order, and possibly along with other terms. Your ads can also show for close variations of your keywords. (more…)

Keyword match types help control which searches can trigger your ad. For example, you could use broad match to show your ad to a wide audience or you could use exact match to hone in on specific groups of customers. (more…)

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Keywords also help determine how much you pay. Each of your keywords has a CPC bid amount. These bids specify the maximum amount you’re willing to pay each time someone clicks your ad. This is called the maximum cost-per-click (max. CPC). However, you might not need to pay the full max. CPC amount for each click. (more…)