Adwords Wrapper - Match Types

There are four match types in Google Adwords. Each match type has it's own syntax and meaning. The four types are listed below

Exact

Phrase

Broad

Negative

Keyword wrappers evolved to manage keywords with various match types. First, becuase it was difficult to manually edit a thousand keyword list so that each keyword had the proper syntax. Second, because new Adwords didn't know the syntax. The syntax for each type is below.

Exact = square brackets []

Phrase = double quotes ""

Broad = none (this is the default match type)

Negative = preceeding minus sign.

The meaning of each match type is different. They are explained below.

Exact Match = The identical keyword phrase, and only that keyword was searched for.

Phrase Match = The keyword phrase appeared somewhere within the search term.

Broad Match = Some keywords appeared in the search term

Negative Match = exclude the Ad from the results whenever this keyword is part of the search term.

Your keyword wrapper must allow you to pick and choose match types. It should provide the syntax you selected.