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What are broad, phrase, exact, and negative keywords?
Article ID: #000123

In order to deliver advertisements effectively, the inClick Ad Server supports advanced keyword matching. Our advanced matching mechanism provides four options for your advertisers, each providing a different way a keyword will match content and search queries.

These options are:

Broad Match: This is the default option. If a campaign contains the keyword of dog food, the advertisement will become available for delivery when the search query contains dog and food, in any order, and likely with other terms. For example, a search for food for dogs would match whereas food for cats or cat food would not.

Phrase Match: If your advertiser provides a keyword inside quotation marks, as in "dog food", the advertisement would become available for delivery when a search contains the phrase dog food, in this order, and like with other terms before and after. For example, a search for holistic dog food would match whereas food for dogs would not.

Exact Match: If your advertiser provides a keyword in brackets, as in [dog food], the advertisement would become available for delivery if and only if the search contains only dog food in that order. This is the highest level of targeting for keywords as searches for cheap dog food or food for dogs would not match.

Negative Match: If your advertiser provides a broad keyword of dog food and provides a negative keyword of -cheap, the advertisement would not appear for searches for cheap dog food but would appear for premium dog food. Negative keywords can be very useful if your advertiser provides a lot of broad-matched keywords.

Content matching will also utilize the keyword engine described above.

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