Can somebody please explain to me how using the following variations can help me when I want to capture anybody who types in my keyword, regardless if they wrap additional text around it:

keyword
"keyword"
[keyword]

I have tried variations and can't figure out what's really best. I have read to use all cases (i.e. keyword, "keyword", [keyword] in every campaign.) But this seems to have an issue with performance of some keywords being triggered. A query will say that one of the variations of the keyword is not working, yet another variation is triggering ads to show? Which doesn't help my CTR...

What about a phrase that I only want to be triggered if both of the words are typed in, regardless of order?

mold remediation

I don't want just mold triggering ads or just remediation triggering them. I want both words, any order, to trigger ads.

What about keyword vs. keywords? The plural that is... I want both versions to click my ads. Do I need to set up both keywords in a campaign? Will one capture the other?



On another note - anybody who reads this is will probably be interested in today's WebProWorld email newsletter. Re: ads performing better on Bing...

Lots of questions there!

Ok - square brackets are exact match. So if you enter the term [mold remediation] as a keyword then your ad will only show if somebody searches on Google using that exact term.

If they search using "remediation mold", "molds remediation", "mold remediation help" or something similar then your ad won't show if you've used that exact match.

To draw in more searches, you can either use more exact matches, or look to phrase match (using speech marks, rather than square brackets)

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