merit
Among the four types, one of the advantages of partial match is that it gives the most opportunities for your ad to be seen by users. For example, even if a user searches using a term other than the set keyword, your ad will be displayed if it is highly relevant, maximizing the chances of displaying your ad. Therefore, it is effective when you want to set a wide range of ad display.
Disadvantages
With partial match, your ad will be displayed even if the search is for a keyword that is far canadian ceo email lists removed from the intended purpose of your ad. This can result in spending far more than you had anticipated. To narrow down the scope of your ad and keep your advertising costs as low as possible, set up exclusion keywords.
To effectively use match types, you need to consider their relevance to ad placements. The table below shows the relevance of each match type to ad placements, using "men's shoes" as an example.
Exact match Phrase match Modified broad match Partial match
[Men's shoes] "Men's shoes" +Men's +Shoes Men's Shoes
*Advertisements included: ○ High possibility of advertisements included: △ No advertisements included: ×
Users search for "men's shoes"
If a user searches for the keyword "men's shoes," your ad will appear no matter which keyword you use, because the words and order of the keywords are an exact match.