Match Type Strategies for Your Adwords Campaign: Part 1


What Match Type Should I be Using?



A very common question asked of me on a regular basis by our clients. When starting your Adwords campaign, it can be very confusing as to what match types you should use when driving traffic. Not all match types are applicable and some match types are only useful during certain phases of your campaign. If you are not familiar with Match types in Google Adwords, I’ll use the official definition by Google provided below:

“Each keyword uses a matching option to help control which searches should trigger your ad to show. You can choose one or more matching options for a keyword. If you don’t specify a particular matching option, keywords are considered as broad match.”

So in essence, each Match Type allows you to open or constrict traffic on any keyword you may be bidding on in the Adwords Google platform.

Different Match Types 

Here’s a summary of the options I took from their Adwords support page:

Broad match allows your ad to show for searches on similar phrases and relevant variations, including synonyms, singular and plural forms, possible misspellings, stemmings (such as floor and flooring), related searches, and other relevant variations..
• Example: kittens
• Searches that can match: kittens, kitten photos, adopt a kitten

Broad match modifier allows your ad to show for searches that include your broad match keyword or close variations of your broad match keyword.
• Example: +adopt +kitten
• Searches that can match: adopt kitten, how to adopt a kitten, best kitten to adopt

Phrase match allows your ad to show only for searches that include the exact phrase, or close variations of that exact phrase, with additional words before or after.
• Example: “adopt a kitten”
• Searches that can match: adopt a kitten, adopt a kiten, how to adopt a kitten

Exact match allows your ad to show only for searches that use that exact phrase, or close variations of that exact phrase, and no other words.
• Example: [adopt a kitten]
• Search that can match: adopt a kitten, adopt a kiten

Negative match ensures that your ad doesn’t show for any search that includes that term.
• Example: -free
• Searches that won’t match: free kitten adoption, free kitten calendars, who wants to free the kittens

Disclaimer: Understanding the role of each Match Type is extremely important and a pro understands how to use them effectively and efficiently, if your not a professional, hire one, you are better off hiring an agency like ours or someone who does this full time and helps you avoid the costly mistakes and pitfalls! If your not going to hire someone and want to go at it alone, please read on.

Rule#1: Know the Rules! Invest the Time and Energy In Understanding What You Are About to Do!

Each Match Type can either harm you or help you depending on your strategy and current phase of your campaign. It never seems to amaze me how little people know about Match Types, especially someone who has never used Adwords. The worse part is typically the user is encouraged by Google and/or the automated suggestion tool to add numerous keywords, but is never really explained how Match Types can help them, therefore they create an automatic default process for the user which typically means they will be using the Broad Match Type and typically this doesn’t help nor does it explain to the user the financial repercussions of this decision!  Therefore my first tip/rule is: Know the Rules! You cant be successful if you don’t understand the rules.

In the next few articles, I will be expanding on these ideas, providing additional insight into how to strategize using Match Types!

If you need help or think that you need help regarding this new change or any other changes in paid traffic please contact us at or call us at 305-389 8955

To your success,

Emilio Yepez
Lighthouse Internet media
Phone: 305-389-8955
IM: affiliateagle
Skype: emilioyepez
Twitter: affiliateagle
Linkedin: Click Here

About Emilio Yepez: 

Lighthouse Internet Media is a digital marketing agency located in Miami, Florida! Its Founder Emilio Yepez is a performance driven executive manager with over 19 years of Internet Marketing, Retail & Operations.

In 1996 he started a successful career with (IAC) Inter Active Corp/Interval International. During his 11 year career at IAC I held various responsibilities ranging from Operations, Customers Service to Managerial roles as a Divisional Manager for Hyatt & Marriott Resorts.

In 2006 he resigned from IAC and decided to co found ARC Media Consultants where he was Vice President of Operations, Business Development and Internet Marketing.

In the winter of 2010 he was recruited by MBF Health Care Partners, a prominent Equity Firm located in Coral Gables, Florida. While at MBF he was tasked with spearheading the strategic planning & development of their retail acquisition (, the first Hispanic retail pharmacy e Commerce site on the web.

As President of Lighthouse Internet Media he has personally consulted over 400 businesses, including major Internet Retailer 500 Companies, consumer product, sales and call center companies in the US.

Digital/Online Strengths & Expertise:
Pay Per Click Marketing (Paid Traffic)
Direct Response Marketing
Search Engine Optimization
Affiliate Marketing
Media Buying
Email Marketing
Social Media Marketing
Web Development

Business Strengths:
Strategic Business Planning & Consulting
Business Processes & Systems Implementation
In depth Marketing Research & Analysis
Call Center Operations & Management
Efficiency Expertise
Risk Assessment & Management
Retail Management
Leadership & Development
Leadership Theory & Practice
Equity Management & Finance

Personal Interests & Studies:
Christianity -Spiritual Studies
Quantum Mechanics
Deductive Logic & Reasoning
Creative Thinking & Problem Solving
Psychology & Nuero-Science
Golf & Polo



Pay Per Click Agency in Miami, Florida


Hiring a Pay Per Click Agency in Miami doesn’t have to be difficult. You just need to know what you are looking for and how to get it! At Lighthouse Internet Media we make this process easy, because all we focus on and care about is our clients and getting them results! As the owner and founder of Lighthouse Internet Media I’ve made it my business to help drive positive sales, I’ve worked over the years on really “figuring it out” and finding the right strategies that best fit your business.

Performance, Performance, Performance

As a PPC Agency we’ve personally managed over $20 Million Dollars in PPC Ad Spend, in multiple verticals, niches and industries. We’ve seen hundreds of different scenarios online and currently have a 90% success rate with all of our clients! We also guarantee a 3-6 X Return on Your Marketing Spend! We put our best work and experience behind your business-guaranteed-every time-without fail!

Our Business Model

We don’t take everyone on, we only take on who we know we can help and help fast! We also structure our agreements with a performance factor in place, so you get the maximum effort from us day in day out. I don’t think it gets any better than that!
Contact Us Now!

Getting your Adwords, Bing account streamlined, cleaned up, fixed and performing at an optimal level isnt’ very hard, WE CAN HELP YOU! If you are ready to take your PPC Account to the NEXT LEVEL, contact us now at or call our offices directly at 305 389 8955!

Internet Marketing, It’s What We Do!


In your service,

Emilio Yepez
Adwords & Bing “Guru” 🙂
Phone: 305 389 8955
Twitter: Affiliateagle

PPC Agency in Miami

Get Off to A Good Start! 

Pay Per Click can sometimes be a misunderstood form of Internet Marketing on the web. Most business owners or online managers that take a practical approach to Pay Per Click don’t always take into account the key aspects in developing a solid campaign. Most people who want to really drive a positive ROI within the Pay Per Click channel fail before they even begin or start a campaign because all the fundamentals are wrong or maybe they have allowed their ego to get in the way of having someone help them set up a Pay Per Click campaign the right way the first time. Dont get off to a poor start!

ppc agency miami

At LHIM we recommend that you take another approach all together. If you are serous about driving leads and sales online and want PPC to help you get there, there are a few key principles you need to keep in mind:

  1. Don’t go at it alone! This is one of the single biggest mistakes most people make. Why use up $500 or $1000 in test money, if your test is set up all wrong. That money could be better utilized with hiring a PPC Agency in Miami like Lighthouse Internet Media that can help short cut your learning curve.

  2. Don’t assume your online manager can effectively run a solid PPC campaign. This is another mistake most business owners make. In our industry Online Managers wear many hats and sometimes don’t have the time, the energy or know how to properly manage a PPC campaign. Its not their fault. PPC is a full time job and requires depth of knowledge and experience. Our agency has managed Millions of dollars in PPC ad spend successfully and we have learned through trial and error and we know what REALLY Works!
  3. Lastly, a PPC campaign that is set up by a novice is without a doubt not the way to go. Hiring a PPC Agency in Miami like Lighthouse Internet Media is without a doubt a prudent and wise decision.

If you are interested in speaking to someone who can start your campaign the right way, the first time or you need a major turn overhaul, we would like to extend to you an invitation to contact us at 305 389 8955 or email our founder directly at We pride ourselves in the integrity of our methods and results, you simply can’t go wrong with our firm.

Emilio Yepez
Lighthouse Internet Media
2332 Galiano Street
Coral Gables, Florida 33134
Phone: 305 389 8955


Emilio Yepez is an e-commerce, online and Pay Per Click consultant located in Miami, Florida with over 16 years of operational and internet marketing experience. Emilio Yepez has worked with top Internet Retailer 500 companies and has generated Millions of Dollars in sales in both affiliate marketing programs while at ARC and ARC Media and ecommerce business development projects, like Recently, Emilio Yepez developed and managed the ecommerce site, the largest Hispanic Owned Pharmacy Chain in the US.