Using keyword match types and choosing keywords for the Display Network:
Use keyword match types to better control who sees your ads
Keyword match types give you greater control over who sees your ads. For example, with the exact match option, you can make your ad eligible to show up only when someone searches for that exact keyword or close variations of that exact keyword – like misspellings or plural versions – and nothing else.
Keywords aren’t case-sensitive – they’re matched without regard to uppercase or lowercase letters. For example, you don’t need to enter running shoes and Running Shoes as keywords – just running shoes will cover both.
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Learning about the different keyword match types (broad, phrase, exact, and negative) and how selecting the right ones for your keywords can help you reach your AdWords goals.
Example
If you want to show your ad only to people interested in buying men’s running shoes, you might want to add terms like men’s running shoes and running shoes for men as exact match keywords.
That way, your ad will be eligible to show when people search for those exact terms or close variations of them, like mens running shoes. Your ad won’t show when people search for terms like best running shoes for men because that phrase includes the term best, which isn’t part of your exact match keyword or a close variation of it.
Choose keywords that relate to the websites your customers see
On the Display Network, your keyword list helps AdWords show your ads on relevant websites that your customers visit. Try choosing keywords that are related to each other and are related to the websites your customers see. Learn more about choosing keywords for Display Network campaigns.
Since AdWords matches your ads to relevant websites using your keywords, all keywords used for Display Network campaigns are considered broad match. You can fine-tune your keywords by excluding certain keywords from ad groups that target the Display Network.
Example
Let’s say you create a keyword list that includes terms related to boots. Websites about boots would be targeted by the keywords on your list. You could also exclude the terms ski and snowboard to prevent your ads from appearing on sites about winter sports.