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Intranet security
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Phrase Match: Activated by the exact phrase or keyword search, or if the search contains any other term or word before or after the phrase.
Related content: The Role and Importance of Digital Marketing Agencies (2025)
The symbol “”, that is, “keyword”, must be included here.
Exact Match: This allows your ad to be triggered gambling data japan for searches for the words or phrases you've chosen, as it will be triggered for the same words in the same order.
To qualify for this option, use brackets [keyword]. This match type allows for greater ad control and a higher return on investment.
Since it's rather restrictive, you can work with exact match, incorporating phrase match and broad match modified keywords, plus the use of some negative keywords to eliminate the search for terms you don't want to reach.
Negative Match: This ensures that ads won't run for those keywords.
It's important to continually review search terms and incorporate them into our ads if they're optimized, so the keyword list and match types are customized.
Ad Extensions
It's also a good idea to monitor the performance of your ad extensions. In the "Summary" column, you can access this option under "Ads and Extensions." You can check them here.
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Ad extensions are useful for increasing CTR, conversions, and lowering CPA (cost of acquisition). They don't increase campaign CPCs and give us the option to:
Show the location of our offices.
Access other pages on our website (e.g. promotions).
Show the contact phone number.
Or, link it to Google+.
Among many other options that we invite you to review in this article: Why use ad extensions in search campaigns in Google Ads
We'll see you next week, where we'll explain other tracking options you can take.
2001 – 2007 Universal Searches
Changes in the SERPs allowed search to move beyond being limited to web pages and extend to universal searches. Thanks to this change, we can now find all types of content on Google.
2008 – Information processing
Thinking like the user, Google has improved information processing and results generation since 2008.
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