It’s my understanding that you need the extra quotation marks since that’s how you declare that it’s a text string.

=”"”"&$A2&”"”"
and
=”["&$A2&"]”

The cell value would read “bird bath” and [bird bath]

basically the “&” allows you to insert additional cell content within your currently highlighted cell content. The additional quotation marks simply denotes that content within the quotation marks is text. Not sure why you need 4 quotation marks for the first example but hey it works..!

“A high CTR isn’t just metric window dressing, it can actually help you reduce your CPC while maintaining your advertising position.”

In other words, you want the most qualified traffic you can get to improve your conversion rate, so what better way then to expressly limit who is going to see the ad. Nice job here Sam.

One more cudo to you, the Excel tip will save me a lot of time in the future as I have been using wrapper tools that either I have to start up or go online to use.

Good information here

Thanks for your questions. I’ll try to give a few examples of the difference between exact match and phrase match to make it more straight forward.

Let us say that we’re bidding on the term ‘red balloons’.

On broad match someone could type in ‘the balloons at the party were red’ and your ad would be triggered. That’s because the words in your keyword term were anywhere in the query. They don’t have to be in the same order, they just have to be there.

On phrase match that same query would not be triggered because the words have to be in the same order, essentially the phrase must show up in the query. So ‘the balloons at the party were red’ doesn’t contain the phrase ‘red balloons’.

But if someone searched for ‘99 red balloons’, your ad would be triggered because the phrase ‘red balloons’ showed up in the query. Similarly, the ad would be triggered for ‘red balloons by nena’.

On exact match none of the above queries would trigger your ad. The only time your ad would appear is for the exact search ‘red balloons’. So even if they searched for ‘red balloons by nena’, your exact match ad would not be triggered.

Thanks again for commenting and I hope this helps make the difference clear.

Thanks!

What do you mean when you say exact match has no other words around? As in a heading?

Or perhaps for phrase match there could be a period or comma between the words as long as they are in the right order, but exact match doesn’t allow that?

Thanks!