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Broad matched keywords, using words like "the, of, a, and," etc.

Visitor ✭ ✭ ✭
# 1
Visitor ✭ ✭ ✭

Hello,

 

Broad match keywords are quite flexible on AdWords. I understand that Google can, and often ignores certain words to better match what the user is searching for. With that known, should you avoid using the article 'the' in the following example:

 

the best schools

or

best schools

 

Are there certain words you should simply not use. Words that are automatically removed? Or, would the first keyword example, match better in some scenarios than the second keyword. Any official documentation you can point me to? It's hard to search for this type of question. Thanks!

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Accepted by topic author Dustin T
July 2016

Re: Broad matched keywords, using words like "the, of, a, and," etc.

Top Contributor
# 2
Top Contributor
Hi Dustin,

There are certain words that Google will ignore for search. I did a search for the 2 keywords and got 2 different results pages. "The best schools" turned up one paid ad at the top of the page. "Best schools" turned up 4 ads at the top of the page. You'll probably want to use both keywords and watch the results.

Broad Match is really very broad. Any word in the keyword phrase could make your ad eligible to show. A query of "best restaurants" could cause your ad to show. You wouldn't want that. Instead, try BMM (broad match modified) by place a + in front of each word in your keyword. For example, best schools would be come +best +schools. This means both words must be present in the search query for your ad to be eligible to show.

Best of Luck!

Pete
petebardo -- Deadhead doing AdWords

View solution in original post

Marked as Best Answer.
Solution
Accepted by topic author Dustin T
July 2016

Re: Broad matched keywords, using words like "the, of, a, and," etc.

Top Contributor
# 2
Top Contributor
Hi Dustin,

There are certain words that Google will ignore for search. I did a search for the 2 keywords and got 2 different results pages. "The best schools" turned up one paid ad at the top of the page. "Best schools" turned up 4 ads at the top of the page. You'll probably want to use both keywords and watch the results.

Broad Match is really very broad. Any word in the keyword phrase could make your ad eligible to show. A query of "best restaurants" could cause your ad to show. You wouldn't want that. Instead, try BMM (broad match modified) by place a + in front of each word in your keyword. For example, best schools would be come +best +schools. This means both words must be present in the search query for your ad to be eligible to show.

Best of Luck!

Pete
petebardo -- Deadhead doing AdWords

Re: Broad matched keywords, using words like "the, of, a, and," etc.

Visitor ✭ ✭ ✭
# 3
Visitor ✭ ✭ ✭
Hi Pete,

Thanks for your answer. I guess it didn't occur to me to simply test searching with 'the' and without 'the'. I inherited an account where many broad keywords included 'the' at the front (as well as broad match modifiers), so I was wondering if I should just remove them and focus on the main keyword. I guess the answer is, "it depends," and you should do a search using the different terms to see what comes up. Thanks so much!