However, it’s arguably better to come up with your keywords using the strategy we went through earlier.

When typing in your keywords, it’s important that you pay attention to ‘Match Types.’

Match Types influence the ‘kind of keywords’ that triggers your ad.

If you pick ‘Exact match,’ your ad will appear only when the exact keyword or phrase you have provided is entered into Google Search.

If you pick ‘Broad match,’ your ad will appear for a variety of keyword variations that are typed into Google Search.

Exact Match is often the best option for people who are just starting out with AdWords.

Below, you‘ll find a great explanation, in terms of the different match types.

Broad match (example)

Broad match is the default match type that all your keywords are assigned. Ads may show on searches that include misspellings, synonyms, related searches and other relevant variations

  • Example keyword: women’s hats
  • Example search: buy ladies hats

Learn more about broad match

Broad match modifier (example)

Ads may show on searches that contain the modified term (or close vanations, but not synonyms), in any order.

  • Symbol ‘keyword
  • Example keyword: ‘women’s +hats
  • Example search: hats for women

Learn more about broad match modifier

Phrase match (example)

Ads may show on searches that are a phrase, and close varaitions of that phrase

  • Symbol:” keyword *
  • Example keyword: ‘women s hats’
  • Example search: buy women’s hats

Learn more about phrase match

Exact match (example)

Ads may show on searches that are an exact term and close variations of that exact term

  • Symbol: [keyword]
  • Example keyword: [women’s hats]
  • Example search: women’s hats

Learn more about exact match

Negative Match (example)

Ads may show on searches without the term

  • Symbol:keyword
  • Example keyword: women’s hats
  • Example search: baseball hats

Learn more about negative match.

You then have the chance to create the copy of your ad.

Creating effective copy for your ad is something that takes a lot of skill.

On the right hand side of the page, Google provides you with some suggestions, in terms of how you can write up the copy.