A feature of the keyword match Type, Standard Match occurs when a user enters a term that is the same as the term you have bid on. When searching online, potential customers may type in many variations of your keywords, including:

  • Misspellings
  • Singular/Plural forms

Here’s a simple illustration:

If you advertise on the keyword “plasma television,” your ad may be shown for the following search queries:


What are the benefits of using Standard Match:

  • Target specific keywords for relevant searches
  • Helps improve search performance by targeting your results to relevant set of customers
  • For greater control, you can manage your keyword match types at different levels in your account.



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