Have you ever looked up something on Google and found an ad that didn’t exactly match your search terms but still led you to the solution you needed?
Or perhaps you’ve encountered search results where the ads seemed completely off-track.
Both scenarios can be linked to the various keyword match types in Google Ads. This occurs when Google analyzes your search query and makes an effort to find advertisements that target related keywords. While Google generally does a good job, it’s not always spot-on.
As an advertiser, minimizing irrelevant ad appearances is crucial for several reasons. Irrelevant ads can lower your quality score, reduce the chances of someone engaging with your ad, and even lead to wasted ad spend since such clicks are unlikely to result in conversions.
That’s why having a solid keyword match type strategy for your Google Ads campaigns is essential. In this post, we’ll dive into everything you need to know about Google Ads keyword match types in 2024, including what the different match types are, how they operate, and when you should use each.
What Are Keyword Match Types?
Keyword match types guide Google on how strictly to adhere to your list of keywords. Some match types allow your ads to appear in searches where users use synonyms, related terms, or even rearranged words. Others are more restrictive, showing your ads only for searches that exactly match the specified keyword.
Why Do Keyword Match Types Matter?
Keyword match types play a crucial role in the success of your campaigns. It’s like telling a chef, “Feel free to get creative, just make sure it’s vegetarian,” versus “I want this exact dish, with no changes; I’ve even brought the recipe.”
There are three primary keyword match types, and they directly influence which searches trigger your ad. This affects your ad’s relevance, reach, and ultimately, your campaign’s performance.
That’s why it’s essential to be deliberate and strategic when selecting keyword match types.
For instance, if you target “organic skincare products,” do you want your ad to appear in searches for “skincare products,” “natural beauty supplies,” or only “organic skincare products”? If you only sell organic items and most people searching for “skincare products” are looking for less expensive, non-organic options, your ad could show up in irrelevant searches, reducing your click-through rate (CTR).
A small change in wording can mean the difference between securing a sale or missing out on one.
Keyword match types can help you either expand your reach or narrow it down to more specific search terms. Every match type has its place in an advertiser’s toolkit, but knowing how to use them effectively is key.
Understanding the Three Google Ads Keyword Match Types
As mentioned earlier, there are three types of keyword matches: broad match, phrase match, and exact match.
Let’s explore each one, from the least specific to the most precise.
Broad Match
Broad match keywords give Google the most leeway in determining which search terms can trigger your ad.
With broad match keywords, your ads might appear in searches that are related to your keyword.
For example, if your keyword is “digital marketing consultant,” your ad might show up for searches like:
- Marketing strategy expert
- SEO services
- Social media management
- Online advertising consultant
- Brand development specialist
- Content marketing agency
Some of these terms may align with your services, while others may not. The keywords don’t have to directly include your specified term. Google may consider the user’s search behavior, the content of your landing page, or several keywords in your ad group.
Broad match is also the default setting for keywords. You simply enter the keyword into your ad group without any special punctuation, except for a comma to separate multiple keywords.
The Pros & Cons of Broad Match Keywords
Broad match keywords offer a very flexible approach, with clear advantages and disadvantages.
The primary benefit is the potential to significantly broaden your reach. You might appear in searches that you hadn’t initially targeted, leading to unexpected conversions.
However, there’s also a risk of appearing in irrelevant searches.
Returning to the “digital marketing consultant” example, if your focus is exclusively on crafting high-level strategies for large corporations, you wouldn’t want to attract inquiries from small businesses seeking basic social media management. Similarly, if your expertise is in helping startups with growth marketing, large enterprises looking for comprehensive, multi-channel campaigns might not be the right fit for you.
In both cases, you could end up with clicks and leads that don’t match your service offerings.
Negative Keywords: A Must for Targeting the Right Audience
Negative keywords are essential for increasing the likelihood that your ads appear in relevant searches and decreasing the chances they show up in irrelevant ones.
When to Use Them
If you’re just starting out or working with a tight budget, it’s wise to avoid using broad match keywords initially.
However, if you have a larger budget and either a skilled agency or an experienced in-house team managing your account, you can start using broad match keywords right away—just be very cautious about the search terms they generate.
Actively add negative keywords to these campaigns to prevent wasted ad spend.
If your budget allows, broad match keywords can drive significant traffic, making them worth testing.
Phrase Match
Next, let’s discuss phrase match keywords!
Phrase match keywords strike a balance between broad match and exact match, making them a good middle ground for many advertisers.
These keywords allow your ad to appear in searches that include the meaning of your keyword, including synonyms and similar phrases. The intent of the keyword can be implied, so users don’t have to type in the exact words to trigger your ad.
For example, if “digital marketing strategy” is your keyword, phrase match could display your ad for searches like:
- Digital marketing consultant
- Marketing strategy expert
- Online marketing strategies
Phrase match keywords are entered into your ad group using quotation marks, like this: “Keyword”
The Pros & Cons of Phrase Match Keywords
As with any keyword match type, phrase match has its own advantages and disadvantages.
It provides more flexibility than exact match, offering broader reach, yet it’s more specific than broad match, giving you greater control.
Phrase match keywords can also lead to slightly lower cost-per-click compared to exact match, due to the more varied search placements. However, this broader range of keywords isn’t so wide that the clicks and impressions you receive are unlikely to convert.
It’s a strong mid-range option that is generally high-intent and relevant.
That said, there is still a risk of ad irrelevance, so it’s important to use negative keywords strategically.
When to Use Them
Phrase match keywords are ideal for brands with mid-to-high budgets. They offer a balance between flexibility and control, allowing you to experiment and gather data without quickly draining your ad budget.
With proper keyword research, phrase match keywords can yield strong results from the start.
Exact Match
Finally, we have exact match keywords.
As the name suggests, these keywords ensure your ads only appear in searches that exactly match the meaning or intent of your keyword.
For instance, with “digital marketing consultant” as your keyword, your ad might appear for searches like:
- Digital marketing consultant
- Consultant for digital marketing
- Digital marketing expert near me
Exact match keywords are formatted with brackets, like this: [keyword]
The Pros & Cons of Exact Match Keywords
Exact match keywords offer the highest level of control over which searches trigger your ads, which can be very beneficial in some cases.
However, this precision can also be limiting.
These keywords are highly targeted, making it easier to evaluate their effectiveness. If your keyword research is solid, exact match keywords can lead to higher conversion rates and better-quality leads.
On the flip side, the tighter targeting means fewer placement opportunities, which can result in a lower volume of traffic.
Additionally, you might pay more per click, leading to higher costs per lead. While these leads may be of higher quality, it’s still something to monitor closely.
When to Use Them
We often recommend that clients start with exact match keywords. This approach allows you to give Google clear instructions while you gather data, which can be useful both in the short term and as you scale your campaigns.
If you’re working with a limited budget, stick with exact match keywords initially. Once you’ve gathered enough data and feel confident in your high-performing keywords, you can gradually expand to phrase match and broad match keywords.
How to Set Keyword Match Types in Google Ads
When setting up your campaigns, there are two primary ways to assign match types to your keywords.
First, when using the Google Keyword Planner during your keyword research, you’ll have the option to specify the keyword match type as you add phrases to your ad groups. Broad match is set as the default, but you can easily adjust it to suit your strategy.
When creating individual campaigns and ad groups, you can specify the match types for each keyword through formatting. If you ever forget the correct formatting, don’t worry—Google provides a helpful reference right below the keyword field.
Remember, you can modify your match types and keywords at any time. To do this, simply navigate to the individual ad groups, where you can adjust the keywords and their match types as needed.
4 Different Keyword Match Strategies to Test
We’ve already outlined our basic approach to keyword match strategies: Even in Search Engine Journal it has explained the matching of keywords, Start with exact match and gradually experiment with more flexible options as you monitor and analyze results.
However, there are additional keyword match strategies you can implement as you build out your campaigns. Let’s explore these options.
1. Using Broad Match to Discover High-Intent Search Terms
Sometimes, the most effective keywords for our campaigns come as a surprise.
This is where broad match keywords excel. They can help you uncover new keywords and ad placements that might not have surfaced during your initial research.
This strategy works well for both text ads and shopping ads.
Once you identify winning keywords, you can target them more precisely by adding them as phrase match or exact match keywords to your ad groups.
2. Combining Broad Match with Specific Audience Targeting
Some advertisers leverage broad match keywords alongside detailed audience targeting to enhance the relevance of their placements while maintaining keyword flexibility.
By adding criteria such as demographics, interests, hobbies, and online behaviors, you can more effectively reach the audience segments that matter most to your business.
3. Using Broad Match with Smart Bidding
Pairing broad match keywords with smart bidding can feel like a secret weapon when done right.
If your campaign or account has enough conversion data to effectively utilize smart bidding, adding broad match keywords to already successful campaigns and ad groups can accelerate their performance and drive further growth.
4. Bidding More on Exact Match Keywords
If you want to maximize the value of high-performing keywords, consider increasing your bids on exact match keywords.
Given that exact match keywords typically cost more, some brands choose to bid even higher, knowing that these keywords often generate higher-quality leads.
Meanwhile, they use lower-cost broad match keywords to expand their reach and maintain strong results over time, all while keeping the cost-per-click (CPC) manageable.
Ending Remarks
Keyword match types are a crucial component of your overall strategy. When combined with a well-planned keyword approach and the strategic use of negative keywords, they can help you achieve relevant ad placements and sustained momentum. Our expert Google Ads team is here to help you set up and optimize your campaigns for success.
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