Advanced Real Estate SEO Tactic

Phrase Match

The second of type of keyword match with Google Adwords is Phrase Match.  This match type allows you to be more specific with what keyword searches your ads are displayed for and which searches they aren’t displayed for.

When entering in keyword phrases you want Phrased Matched you put quotation marks at the beginning and end of each line.  For instance, all of the 3 below keyword phrases would be Phrase Match:

“Toronto real estate”
“Toronto properties”
“Toronto homes”

For your Phrase Match keywords to be displayed for a given search query the order of the searcher’s words must match the order of your Phrase Match keywords.  For instance, the following searches would bring up your ad if you used the Phrase Match keywords “Toronto real estate”:

Find Toronto real estate
Toronto real estate agents
Looking for Toronto real estate listing agents

Note that in all of the above instances the words “Toronto” and “real” and “estate” all appeared somewhere in the keyword phrase and each word appeared in that specific order.

The following searches would NOT bring up the Phrase Match keywords “Toronto real estate”:

Real estate Toronto
Toronto properties real estate
Real estate agent Toronto

The reason your ad would not come up for these searches is none of these searches contain the words “Toronto” and “real” and “estate” together and in that specific order.  However, if you had specified a Broad Match for “Toronto real estate” then your ad would have displayed for all 3 of these searches because all 3 words are found in all 3 searches.  So Broad Match doesn’t take into account the order of the keywords searched for, whereas Phrase Match does.

Another key difference between Broad Match and Phrase Match is Phrase Match won’t recognize misspellings or plurals of words.  For instance, if “Toronto real estate” was Phrase Matched then your ad wouldn’t come up for any of the following searches:

Toronto real estates (plural)
Tornto real estate (misspelling)
Torontos real estate (plural)
Toronto rel estate (misspelling)

Using Phrase Match keywords is a good way of limiting when your ads are displayed so you can have a better idea than with Broad Match of knowing exactly what keywords people are using for finding your ads.  Knowing what those keywords searches are readily tells you to what extent you are driving qualified traffic to your site.  Adwords actually contains a tool telling you how many clicks you have on your ads and what keywords were used by each searcher for each of those clicks