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Google Keyword Tool Match Type Question
Since Google has taken the older keyword tool out of existence, I have been adapting to the new interface. I was hesitant to switch over because I found the older interface more useful and on target. Now that we are all forced to use the new version, I have been tripped up a little by the results that I see. I was doing keyword research on 'catering coupons' and got the following results:
I understand that the first is the broad term result, the second is the phrase result and last is the exact result. I am also aware of the differences between the three as well. What I don't understand is what these three sets of numbers mean. They all appear when the search is refined to any combination of match types, so I'm confused on why the data is different. What exactly are these numbers telling us?
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I understand what the numbers represent, but I just don't get why there are three different sets of numbers for the same keyword. Before, it would just show only one result for a given keyword. Now, we see three and I'm having difficulty understanding the difference and meaning behind the three sets.
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Maybe I'm not being clear. I understand the competition, global and local numbers. I just don't understand why there are different results for the three match types: phrase - exact - broad. These three variations didn't exist in the previous version, there was only one result with competition and traffic numbers. Now that I'm seeing three different sets of numbers for one keyword, I am confused on which data set to use when targeting keywords.
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Broad match: keyword
Allows your ad to show on similar phrases and relevant variations
(The broad match modifier may also be used to further refine your broad keyword matches: +keyword.)
Phrase match: "keyword"
Allows your ad to be displayed for searches that match the exact phrase
Exact match: [keyword]
Allows your ad to be displayed for searches that match the exact phrase exclusively
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