There are ways for keywords to potentially show your ads when someone is searching.
Exact Match – This allows us to target very specific keywords. These could be keywords that are offering a very specific product or service or could be for a very specific keyword that you want to place emphasis on in your camapign.
Broad Match – As its name suggests, google will determine if a persons search is relevant to the keyword specified. Ads could trigger due to relevant search terms or search terms with a similar intent being used by the user or spelling mistakes.
Phrase Match – Trigger your ads when a phrase is searched for. It’s more flexible than exact match however not as broad. These are still quite specific and ads will not display even if the searchers use words with similar meanings.
Negative Match – This is where you can get specific and negate keywords. This is especially important during the ongoing campaign optimisation process. There are many reasons to negate keywords. Some being similar to what you offer but not quite right. For example, if you offer a specific service that people tend to try and perform themselves, then you may want to negate ‘how to…’ if not you could waste your money on people trying to learn how to rather than actually calling you for your service.