Keywords and search terms
Hi! I am managing an Adwords campaign in Spain.
I would like to ask why in Search, when the user search term matches one of my keywords (phrase or exact), Adwords triggers another keyword that has broad match instead (and which is synonym of the search term).
Any suggestions on how to avoid it? Thanks a lot!!!!
Re: Keywords and search terms
This is a fairly common situation and easy to avoid. Assuming that you have your Broad match keyword(s) in separate Ad Groups than your Phrase and Exact match keywords, you can add the [exact match] variation of the keyword as a negative keyword in the Broad match Ad Group. That will prevent the ads in the Broad match Ad Group from being triggered for those searches.
However, that doesn't guarantee that the Exact match version of the keyword will always be triggered instead. Ads are chosen to appear on the search results page based on Ad Rank. In situations like the one you describe, what's usually going on is that the ad associated with the Broad match keyword is being triggered because that ad has a higher rank. Read Understanding ad position and Ad Rank for a description.
Please ask again if you still have questions!
Google AdWords Top Contributor