Google Adwords Match Types Best Practices

If you find yourself hitting Google to find information about Adwords match types best practices then you should be calling a consultant as you may find you are spending money on clicks that are not adding value to your business.

Google Adwords Advice About Match Types and Best Practices

The importance of a planned and executed Google Adwords campaign is something that needs to be understood before you got to Google and start paying for clicks. You need a strategy for dealing with match types and getting it wrong can be very costly, the same ad copy with the same landing pages can achieve so much more when you understand the importance of the matching structure and negative keywords.

There are four types of Adwords match types, firstly Broad Match which is often the default type we find being used when we take over an existing campaign, then there are Modified Broad Match which are like Broad Match on steroids. Then there is Exact Match and Phrase Match which all serve a slightly different purpose.

What Are Broad Match Adwords Used For?

This is the most common type of Adwords match type we find when we take over the management of a Google Adwords campaign. This is because it is the default type when starting to set up your keywords.

To provide an example of broad match types, you sell computers for this example using broad match you enter the keywords “dell computer” this means that you are asking Google to show your advert to anyone searching for keywords these words and it could show your ads to people searching “dell computer spares” which might be something you want, but the chances are you are more likely to get a conversion for a computer if the person searching is not looking for spares. The very fact that they entered spares in a Google search means they are looking for spares for an existing computer with their focus on fixing this and probably not buying another.

Using broad match you will get the largest impression volume and this helps with data if you know how to use it as it will provide a large amount of search term data which can identify what keywords you need to be targeting. This will also show you how many irrelevant searches you are get matched with. It is vital to remember that a click on your advert costs you money and if you do get a conversion from this it is a total waste of money.

Then comes the bigger problem, Google is very clever and these clicks to things that do not add value are also probably going to affect the quality score which will then mean you are going to be paying more for the keywords you actually do want to achieve overall.

What Are Modified Broad Match Adwords Used For?

If you understand from the above text about broad match then using modified broad match give you more control over the search terms. Using the example of “dell computer” as a broad match type as long as someone uses “dell” and “computer” in any order within a Google search it will trigger an advert.

A modified broad match is then controlling this with a “+” symbol in front of each keyword, so it looks like “+dell +computer” and doing this will attract an array of searches but you will still be showing for irrelevant search terms.

What Are Exact Match Adwords Used For?

This is the most accurate way to achieve exactly what keyword you want. Using the example earlier “Dell computer” as a broad match, if we took this and entered it as [Dell computer] this means that people searching for “Dell Computer” is Google will get the advert and if someone searches for “Dell computer spares” they will not. The problem arises here now as if some searches “computer Dell” your advert will also not show which means you have to work harder to identify the keywords you are looking to achieve and the variations used by people searching. This is targeted so should produce conversions as a result if the landing page works well for the visitor providing the right information and at the right price.

What Are Phrase Match Adwords Used For?

Phrase match provides you with the ability to target exactly what you want in terms of keywords with other words included. If you wanted to achieve “Dell computer discounts” as Phrase Match, it can appear in something like “Black Friday Dell computer discounts”. To use phrase match you enter the keywords like this: “Dell computer”.

Which AdWords campaign type is right for me?

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Hall Of Memory Birmingham

We had the honour of being the chosen company to carry out the 360 Virtual Tours for the Hall Of Memory in Birmingham.

The Hall of Memory located in Centenary Square was designed by S. N. Cooke and W. N. Twist as a war memorial. Construction began in 1922 and ended in 1925, the beautiful stone masonry was erected by building firm John Barnsley and Son.

The Birmingham Hall Of Memory was built to commemorate the 12,320 Birmingham citizens who died in World War I.

This building is erected for the Glory Of God and in memory of the men and women of this city who fell in the Great War of 1914 – 1918. It was opened by H.R.H Prince Arthur of Connaught K.G on July the 4th 1925.

The inscription inside says with honour:


This building has now been carefully included into Google Maps with a Street View Trusted Tour allowing people the freedom to enjoy the memorial from anywhere in the World. We hope many more will appreciate the Hall Of Memory.

Hall Of Memory Interior

Hall Of Memory Exterior

If you are looking at this and would like Chameleon Web Services to add your business, museum, land mark or building to Google Maps please call 0121 663 0456 or contact us.

Google London

This week has been great for Chameleon. Invited to Google in London to meet and great our Agency Manager assigned to work directly with us.

Google London - Ian Bevis

Chameleon has been selected specifically by Google for this following our hard work and efforts to achieve growth for clients and at the same time provide the highest level of customer service.

We have already got a great working relationship with Google and our new account manager will help and support us along with our clients, creating a lasting relationship through the service we provide with our Google support infrastructure.

Chameleon has the added advantage over other Google Adwords Agencies in the UK being able to provide:-

1. Vertical Trend Reports
2. Data Insights & Infographics
3. Competitor Analysis
4. Marketing Reports
5. Pitch Decks
6. Proposal Collaboration

We also have Exclusive Access to Beta Programs & Products.

Address: 1-13 St Giles High St, London WC2H 8LG

Your AdWords Monthly Performance Report

Using an official Google Partner like Chameleon Web Services has many benefits.

For example we have regular meetings with Google to discuss clients accounts and they are always at hand keeping us upto date with new changes that can make a huge difference to a clients spend on adwords.

We also get special monitoring by Google to ensure we are delivering a quality service and reports showing how things are going.

Google Partner Adwords Performance Report

This example client report is provided to Google Partners and allows us to see quickly see how clients accounts are running month by month.

Is shows us quickly Impressions, Clicks, Conversions, Total cost, Cost-per-click, Cost-per-conversion, Quality score, Clickthrough rate and Conversion rate.

At the bottom their is the details:-

Please note: 15 top-spending accounts that are managed by you are included. Accounts may also be excluded if they have an assigned Account Manager or if they are ‘API only’ access accounts. Also, the figures in the report may vary slightly from your AdWords account due to small differences in the date and method of compilation, and may not include certain AdWords products, such as Product Listing Ads and display video campaigns. For the latest information, please access your AdWords account. Conversion statistics may not match total conversions or cost per conversion you see in your account due to conversions being attributed to a click up to 30 days after the click occurs. Cost per conversion in this report equals cost divided by conversions.

A very important factor we look at is our Agency status and this is Google’s way to show clients that the company is achieving standards required. To achieve partner status you need to pass many exams including AdWords Fundamentals, Search Advertising, Display Advertising, Video Advertising, Shopping Advertising and Analytics. Then you have to follow best practices over a 90 day period being monitored. You also need to have enough clients on your books that Google can see you are able to cope with large spends. Google measures the spend activity in the company’s MCC account over a 90 day period and there is a minimum requirement of 10k USD (£6,345) or equivalent meaning small companies need to have experience before they can become a partner with an existing client base already. The account also has to be active for over 90 days.

Google Partner Badged Agency

AdWords Fundamentals

This exam covers basic and intermediate concepts, including the benefits of online advertising and AdWords, and best practices for managing and optimizing AdWords campaigns.

Exam Details:
120 minutes
100 questions
80% passing score
Validity period of 12 months

Search Advertising

This exam covers advanced concepts, including best practices for creating, managing and optimizing Search campaigns.

Exam Details:
120 minutes
98 questions
80% passing score
Validity period of 12 months

Display Advertising

This exam covers advanced concepts, including best practices for creating, managing and optimizing Display campaigns.

Exam Details:
120 minutes
87 questions
80% passing score
Validity period of 12 months

Video Advertising

This exam covers basic and advanced concepts, including best practices for creating, managing and optimizing video advertising campaigns across YouTube and the web.

Exam Details:
90 minutes
74 questions
80% passing score
Validity period of 12 months

Shopping Advertising

This exam covers basic and advanced concepts, including creating a Merchant Center account and product data feed and creating and managing Shopping campaigns.

Exam Details:
90 minutes
63 questions
80% passing score
Validity period of 12 months


The Google Analytics individual qualification exam covers basic and advanced Google Analytics concepts. This includes topics such as 1) planning and principles, 2) implementation and data collection, 3) configuration and administration, 4) conversion and attribution, 5) reports, metrics, and dimensions.

Exam Details:
90 minutes
70 questions
80% passing score
Validity period of 18 months

You can check out Chameleon Web Services on Google’s Partner programme website:;idtf=8013468141;

You can also read more about how we became a Google Partner here: