What's The Best Keyword Matching Option?

When you're first using Adwords, or any ad platform, one of the first questions is what's the best keyword matching option to use.

There isn't one "best" option. They all have their value and serve a specific purpose. But for absolute beginners that are on a tight budget and are also new to paid advertising, it's usually best to start with phrase matching.

Why not the broad matching option? It seems enticing, because it broadens your scope and brings in lots of eyeballs. But that's not necessarily a good thing when you're on a limited budget. Broad matching is great for testing keywords and markets.

Testing means you're willing to spend money without knowing you'll get good results. Not the best position for beginners. Phrase matching will give you a decent number of ad impressions without getting a lot of unwanted clicks.

Very efficient.

You should also use exact matching options to target specific customers. But you shouldn't limit yourself to only exact matching when you're first starting. It narrows the market too much.

If you're a beginner and you only have a budget to use one keyword matching option, you will get the best results by starting with phrase matching.


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