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Exact and Phrase keyword in Display Network

Visitor ✭ ✭ ✭
# 1
Visitor ✭ ✭ ✭

Hello Expert,

 

 

Can I target Exact and Phrase Match keywords in Display Network? If yes, how?

If no, why?

 

Thanks

3 Expert replyverified_user
Marked as Best Answer.
Solution
Accepted by topic author Vivek D
September 2015

Re: Exact and Phrase keyword in Display Network

Rising Star
# 2
Rising Star
Hi Vivek,

Match types aren't applicable on the Display Network, as it isn't search based. AdWords system picks websites matching the theme of your keywords, aka keyword contextual targeting.

Cheers,
Sumanth
Sumanth Sridhar

Re: Exact and Phrase keyword in Display Network

Top Contributor
# 3
Top Contributor
Adding this to what Sumanth has already stated.

On the Display Network, keywords are treated as broad match.

Read under 'Keep in mind'

https://support.google.com/adwords/answer/2497836?hl=en
Marked as Best Answer.
Solution
Accepted by topic author Vivek D
September 2015

Re: Exact and Phrase keyword in Display Network

Rising Star
# 4
Rising Star
Hi Vivek,

Sumanth & Deepak are absolutely right here. Display campaigns treat Exact & Phrase matchtypes as Broad which is why it does not matter what matchtype you use in your campaigns.

Also, remember since Display campaigns tries to pick themes from your keywords to match it to a placement, you have to use limited number of keywords in your adgroup. I would suggest use a maximum of 3-4 keywords in each adgroup but variation is a must for these keywords.

Hope this Helps!

Cheers!

Shashank
Cheers,
Shashank Singh, AdWords Rising Star |
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Re: Exact and Phrase keyword in Display Network

Collaborator ✭ ✭ ✭
# 5
Collaborator ✭ ✭ ✭

The system lacks warning messages in this case. In my opinion this is just lazy programming.

 

The confusion may come from the fact that even if you type keywords with match type operators in a display network ad group, the system will not throw an error such as "Match type operators no allowed for display keywords".

 

The system will let you set display keywords even if you type them with match type operators , in display ad groups, just it will treat them all equally as match type broad.

 

So even if you are able to set in a display ad group

[tablet price]

"tablet price" and

+tablet +price

 

they will all mean the same, as if you write a single time

 

tablet price

Exact and Phrase keyword in Display Network

Visitor ✭ ✭ ✭
# 6
Visitor ✭ ✭ ✭

so there is no negative impact from someone setting the display campaign like that?

 

"

So even if you are able to set in a display ad group

[tablet price]

"tablet price" and

+tablet +price

 

they will all mean the same, as if you write a single time

 

tablet price"