Syntactic Targeting

Syntactic keyword targeting refers to selecting keywords in a specific keyword “sequence.”  This type of targeting can be done with exact match, phrase match, and modified broad match, and it gives you precise control over when your ads will run, and how much you will pay.  However, it involves more work, because you need to make sure that you are picking all the variations of keyword queries, and generally you need to buy them in multiple match types.  This contrasts with semantic targeting, in which you simply target the meaning behind the searcher’s query.