Question. We are attempting to use the new Google keyword planner tool, but we have heard that there is a difference between exact vs. phrase, and broad. What does all that mean? What specifically does exact match mean on the new Google keyword planner tool?
We have a very popular video on how to use the Google keyword planner tool, and are getting more and more questions from puzzled SEO practitioners as well as users of AdWords. Unfortunately, Google has not done a very good job with the new tool and most people find it far more confusing than the old tool. Let’s keep our fingers crossed that this is just version #1 of the Google keyword planner, and that in subsequent versions they will improve the tool!
As for what exact match means, it means that when you enter a phrase into the tool such as:
then the Google keyword planner tool returns data for those searches that used those two words, and only those two words. So, for example:
car insurance (would count)
best car insurance (would not count)
insurance for car (would not count).
Exact match means ONLY those two words and NO OTHER WORDS were entered.
The problem is that for many searches, you really want to understand phrase match, so you’d catch any phrases of car insurance and be able to count those such as best car insurance, car insurance for teens, California car insurance, etc. Unfortunately, the keyword planner does NOT give estimate on phrases.
Ironically, it would be nice if Google allowed the tool to give data for the major match types in AdWords, namely:[exact match] = just the exact words
“phrase match” = the phrase plus words before or after.
+modified +broad = those words plus any other words
broad match = Google think for me, and give me some suggestions.
Unfortunately, for reasons unknown to me, Google has not seen fit to allow those estimations. So we are pretty much stuck with exact match data only. You can find out more about the tool by reading our tutorial on it, here. If you want to get depressed, watch this official Google video on how to use the keyword planner and then read the comments from all the very frustrated users who absolutely hate it. New Year’s wish for 2014: Google would actually pay attention to user feedback. Wish #2: the tooth fairy would become real.
Got a question? Click this link to email Jason or call 888-993-1122. Dr. Jason McDonald is founder and Senior SEO / Social Media Director of the JM Internet Group. He teaches the SEO training classes for the group, and therefore provides most of the SEO tips for this blog. His goal with this blog is to provide an easy 'one-stop shop' for the busy marketer looking for tips, tricks, and secrets on how to get to the top of Google and Bing for free using proven SEO tactics. When not dreaming up SEO tips, Dr. McDonald lives in the San Francisco Bay Area with his wife, two dogs, a cat, four iguanas and twelve children (just kidding). Really you read down to the bio on this guy? Enjoy the blog.
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