What’s the difference between Broad and Phrase Match in Negative Keywords?

The short answer is that phrase match blocks any search term containing a specific phrase exactly as it is, while broad match blocks any search term that has the specified words anywhere within it, regardless of order or proximity.

Full Explanation

Negative keywords help you exclude certain search terms from triggering your ads. With phrase match negative keywords, the key aspect is the presence of an exact phrase within the search term. If the phrase appears anywhere in the search term, it will be blocked. For example, a phrase match negative keyword set to “how much” will block all search queries containing that exact phrase.

On the other hand, broad match negative keywords work differently. They block any search term containing the specified words, regardless of their order or placement. This means the words can appear anywhere in the search term and still result in a block.

Step-by-Step Breakdown

1. Phrase Match Negative Keyword: Identify a specific phrase you want to block.
2. Search terms containing that exact phrase will be prevented from triggering your ads.
3. Broad Match Negative Keyword: Define one or more words to exclude.
4. Any search term that contains those words anywhere will not trigger your ads, even if the words aren’t together.

Real Examples

If you set a phrase match negative keyword as “how much”, it will block search terms like “how much is a dresser” and “how much is a handyman” because they contain the exact phrase “how much”. However, if you use a broad match negative keyword with the words “how” and “much”, it will block any search term that contains either of these words anywhere in the phrase.

Common Mistakes

• Confusing broad match and phrase match functionality and expecting the same results from both.
• Using broad match negative keywords too broadly, which can unintentionally block relevant search terms.
• Assuming phrase match blocks search terms that have the same words but not in the exact phrase order.

FAQs

Q: Does phrase match block search terms with additional words before or after the phrase?

A: Yes, as long as the exact phrase is present anywhere in the search term, it will be blocked.

Q: Can broad match negative keywords block search terms where the words are separated?

A: Yes, broad match blocks any search term that contains the specified words anywhere in the term, regardless of order or separation.

Key Takeaways

• Phrase match blocks search terms containing the exact phrase.
• Broad match blocks search terms containing any of the specified words, no matter where they appear.
• Choosing the right match type affects which search terms your ads appear for and can improve ad targeting efficiency.