- [Instructor] Phrase match targeting
is going to restrict traffic
a step above broad match targeting.
Phrase match will trigger ads to show on any search
that includes the meaning of your keyword.
Now, word order is not important in broad match,
but it can and is mostly important in phrase match.
The phrase is how Google identifies
if your keywords match the intent of a Google search.
For example,
the phrase match keyword airline ticket LAX to LHR
will cover searches like cheap plane tickets, LAX to LHR,
but it will not trigger your ad to show,
for say, a search that changes the meaning.
In this case it could be airplane tickets LHR to LAX.
In this case, Google understands
that you want travelers going from Los Angeles to London
and not the other way around.
Now, you'll create a phrase match
by placing quotes around your keyword.
Let's say that we put quotes around baseball hats.
In this example,
we could match for searches on hats for baseball,
and this is an example of where the word order can change
because it doesn't impact the intent
or the meaning of the phrase.
You can also match for buy designer baseball hats,
blue baseball hat, baseball hats with elastic,
but you will not match for searches
on who makes hats for baseball
or baseball cleats and blue hats.
Phrase match gives you the ability to be more directive
with Google regarding your intent,
but you're still reliant on Google to determine
what searches mean the same thing as your phrase.
So it is still a great idea to pair negative keywords
with phrase match, so you can continue to tune your searches
while casting a wider net.