Hi Guys,
Getting the right campaign definitely starts with understanding the keyword matching options, I suggest starting with "Exact Match" and utilising Negative Keywords. Please see below:
About keyword matching options
Keyword match types help control which searches can trigger your ad. For example, you could use broad match to show your ad to a wide audience or you could use exact match to hone in on specific groups of customers.
This article explains the different match types that are available.
How they work
In general, the broader the keyword matching option, the more traffic potential that keyword has. Conversely, the narrower the keyword matching option, the more relevant that keyword will be to someone's search.
Understanding these differences can help you to choose the right options and improve your return on investment.
When choosing the appropriate match type for a keyword, we typically recommend starting with broad match to maximise your potential to show your ads on relevant searches. And you can use the search terms report to monitor which keyword variations triggered your ads.
Different match types
Each match type will trigger your ad to show for a customer's search in different ways. Next, learn a little bit more about each type.
Bear in mind
Keywords aren't case-sensitive, which means that they're matched without regard to upper-case or lower-case letters. For example, you don't need to enter "women's hats" and "Women's Hats" as keywords – just "women's hats" will cover both.
As you'll learn in next sections, symbols have special meanings in AdWords, so you should generally avoid using them. Also, keywords can't contain any non-standard characters like: ! @ % , *
You can use keyword match types with campaigns that show ads on the Search Network. On the Display Network, keywords are treated as broad match.
Broad match (example)
Broad match is the default match type that all your keywords are assigned. Ads may show on searches that include misspellings, synonyms, related searches and other relevant variations.
Example keyword: women's hats
Example search: buy ladies hats
Broad match modifier (example)
Ads may show on searches that contain the modified term (or close variations, but not synonyms), in any order.
Symbol: +keyword
Example keyword: +women's +hats
Example search: hats for women
Phrase match (example)
Ads may show on searches that are a phrase, and close variations of that phrase.
Symbol: "keyword"
Example keyword: "women's hats"
Example search: buy women's hats
Find out more about phrase match.
Exact match (example) - This is a great way to start a campaign and use your spend well.
Ads may show on searches that are an exact term and close variations of that exact term.
Symbol: [keyword]
Example keyword: [women's hats]
Example search: women's hats
Negative match (example)
Ads may show on searches without the term.
Symbol: -keyword
Example keyword: -women
Example search: baseball hats
Hope this helps a little.......