Embedded Match is an little known advanced match option in the
setup of a Google AdWords campaign. For the more
regular match options see under Broad
Embedded Match means the combination
of negative match with exact match and/or phrase match.
The Google documentation for Embedded Match
gives an AdWords campaign for Toy Story merchandise as an
example for a possible application. If the advertiser wouldn't
want his ad to be shown for the search phrase
Toy Story (because the user in this case would probably only be
interested in the movie) he could achieve that by a setup as in
the following screenshot:
By entering -[Toy Story] the advertiser makes sure that his ad
will only appear for a search phrase Toy Story in combination
with at least one other word.
Another example would be to complement the
frequently used negative match "free" (with the effect that ads
for a paid product would not show if someone would search
for the free product) with the embedded matches -[no cost] and
-[no charge]. This would exclude seekers for the no cost-
or no charge product from seeing the ad as well.
Opposite to the four standard match types
broad, phrase, exact and negative the Embedded Match is very
little known and used and quite unjustly so. As aside from the
special applications in above examples, cleverly used Embedded
Matches can help an advertiser to gain much more control about
his AdWords campaign and to make tracking
and optimizing it much more effective.
For example setting up an AdWords campaign for
Florida vacations could be done as follows:
The advertiser would create 3 separate ad groups, one for
the broad match, one for the phrase match and one for the
exact match and he would design a tailor made ad for
each ad group (ads A, B and C).
The purpose of using these Embedded Matches is, to let the
users see ONLY the exact ad designed for them depending on
their search phrase.
A user searching for "Florida vacation in Miami" would only
have ad B displayed, never ad A because of the negative
phrase match in the broad match ad group; and never ad C
because of the negative exact match in the phrase match ad
Likewise the exact search for "Florida vacation"
would only trigger ad C and none else.
It is often the case that some specific ad copy works very
well for a specific search phrase and not so well for a
slightly different phrase. Ad C, specifically tailored to
users searching for [Florida vacation], might not convert so
well for users adding something to this search but the
variation ad B might.
Without using Embedded Match like shown above the advertiser
has only little control which ad will be displayed. An exact
search might as well trigger ad A or B which do not convert as
well as ad C.
With correct use of the Embedded Match option this can be
prevented and campaigns can be made more profitable. In
addition to that testing and tracking will be much
[embed is from
prefix em- having to do with "following" and
bed which through various forms goes back to
the Indo European base bhedh = to dig,
pierce (as sleeping places in the early periods of mankind
were often dug in the ground);
Match derives from Old English