Spooky but true, here’s why..
When you log into AdWords and add keywords to your ad groups, along with key elements like the price you’re willing to pay, you also select your match type. Depending on your choice of broad, phrase or exact your bids will be matched to relevant queries users type into the search engine.
So technically speaking your ads don’t show up for your keywords, they show up for “Matched Search Queries.” The words typed by the users. Yet most marketers rarely focus on them.
In this podcast is a great illustration of this.
If you prefer to read than listen, check out the original post Keywords Don’t Matter
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