How to Leverage Google Ads Keyword Match Types for Maximum Performance
  • December 21, 2022
  • PPC

How to Leverage Google Ads Keyword Match Types for Maximum Performance

Are you looking to maximize the impact of your Google Ads campaigns? To achieve this goal, it’s essential to master the effective utilization of keyword match types. Harnessing the potential of tools like the Google Ads Keyword Generator and the Google Keyword Planner, alongside the exact keyword research tool, is instrumental in gaining valuable insights. Ensure compliance with approved Google Ads practices to steer your campaign in the right direction.

A pivotal decision in this journey is whether to incorporate broad match keywords into your strategy. To make an informed choice, a thorough evaluation of the advantages and drawbacks is imperative. Adopting a holistic approach, which includes leveraging the Google Ad Keyword Finder, can significantly elevate the performance of your campaigns by striking the right balance between match types and keywords.

Gain a deeper understanding of broad match keywords through examples and tap into external resources such as Google AdWords keywords external tools. This comprehensive approach refines your advertising strategy, optimizing it for effectiveness and ensuring that you stay in line with best practices. Take advantage of these insights and tools to craft a well-optimized and impactful advertising strategy for your business.

In this article, we’ll dive deep into the three primary keyword match types provided in Google Ads: broad match, phrase match, and exact match. Plus, we’ll discuss how incorporating all three, including display select keywords, can elevate your campaign performance and help you connect with your target audience more efficiently. If you’re looking to get exact keyword search volume to make data-driven decisions for your advertising strategies, understanding these match types is essential. These match types play significant roles in the debate of broad match vs phrase match, and broad match vs exact match. Moreover, when considering your campaign strategy, understanding the google ads search volume and implementing Google Ads match types best practices are crucial. Keyword advertising on Google relies on these match types, and comprehending their nuances can greatly impact your campaign’s success. It’s also worth noting that choosing keywords for Google AdWords and display select keywords offer another layer of targeting, giving advertisers an additional tool in their arsenal. Utilizing an adword keyword generator can assist in optimizing your keyword choices.

If your Google Ads campaign has been approved but is experiencing limited reach, a deep understanding of keyword match types and their relationship to keyword search volume is key to maximizing your campaign’s potential.

What Exactly Are Keyword Match Types?

Before we unpack the distinctive keyword match types offered in Google Ads, let’s establish their definition. Keyword match types serve as indicators to Google about the required relation between the terms in your search query and what people are actively looking for. This is where the use of an add words keywords tool can come in handy. These match types are the pivot that control which searches prompt your ads, ensuring that your ads are only triggered by relevant searches. This strategy optimizes your budget management, preventing you from squandering resources on irrelevant clicks or impressions. Moreover, a keen eye on exact keyword search volume can further fine-tune your campaign’s performance.

Knowing how to use Google Ads Keyword Match Types effectively with an up-to-date strategy can make a big difference getting your ads in front of the right people. When you have a list of keywords, you can specify Google’s matching criteria so that it finds the best option for your needs.

For instance, if you choose “exact match,” this type requires that the search query has to exactly match the exact word or phrase in your list of keywords. Meanwhile, “broad match” will allow more searches with variations while still ensuring they are relevant to your target audience. To further update and refine your keyword criteria, new additions such as “phrase match” and “broad match modifier” enable an even greater amount of accuracy when finding targeted leads.

When it comes to google keyword match types, you can choose between broad, phrase and exact. Broad match keywords enable google to search queries that contain your chosen keywords, including similar term variations of your chosen keyword phrase. Phrase match means google will only search queries that contain your exact keyword phrase and any connected words before or after the phrase.

Exact match is Google’s most restrictive as it limits searches that mirror your chosen keyword phrase exactly. All three google keyword match type examples each have their own advantages when it comes to refining your online ad campaigns for better campaign performance results. Understanding the difference between the three google keyword match types is essential in maximizing success on any google marketing efforts.

For the keyword ‘lawn mowing service', we can match the following queries– 1. Broad match (loose matching)– Ads may show on searches that relate to your keyword such as “lawn aeration prices”. Notation for inputting keywords– lawn mowing services (without any brackets or inside quotations). 2. Phrase match (moderate matching)– Ads may show on searches that include the meaning of your keyword such as “lawn mowing service near me”, “hire company to mow lawn”, or “landscaping service to cut grass”. Notation for inputting keywords– “lawn mowing services” (keyword in quotations). 3. Exact match (tight matching)– Ads may show on searches that are the same meaning as your keyword such as, “lawn mowing service” or “grass cut service”. Notation for inputting keywords– [lawn mowing services] (keyword within square brackets).

Broad Match Keywords

Let’s start with broad match keywords. These are keywords that include multiple variations of the same word or phrase and can help you reach more potential customers. For example, if you have a broad-match keyword ‘running shoes’, it could trigger any search query with any combination of words related to running shoes such as ‘best running shoes’ or ‘cheap running shoes’.

For a broad match keyword such as, low-carb diet plan, ads may show on search terms like “carb-free foods”, “low-carb diets”, “low calorie recipes”, “mediterranean diet books”, or “low-carbohydrate dietary program”.

This type of keyword allows you to cast a wide net but still stay relevant by targeting people who might be searching for your product or service but using slightly different language than what you originally expected.

Broad match google ads keywords provide an effective way to reach a large and relevant audience. They allow you to cast a wide net and show your ad in searches that may use related synonyms or other terms related to the keyword. With broad match google ads keywords, you can uncover more prospects by covering more variations of words, which gives you insights into your customers’ search habits.

Although this type of keyword is less precise than phrases or exact match, it’s highly recommended if your goal is volume and discoverability with google ads.

“Phrase” Match Keywords

Phrase match keywords are similar to broad-match keywords but more restrictive in terms of which queries will trigger your ad. With this type of keyword, searches must contain the exact phrase (or close variations) in order for your ad to show up—so if we use our example from before, a phrase-match keyword would only trigger searches containing ‘running shoes’ (or close variations such as ‘buy running shoes online’).

For the phrase match keyword such as, “tennis shoes”, your ads may show on searches for “shoes for tennis”, “buy tennis shoes on sale”, “red tennis shoes”, or “comfortable tennis sneakers”. However, your ads won't show on searches for “tennis rackets and training shoes”, or “can you wear running shoes for tennis”.

This type of keyword is ideal for reaching an audience that is specifically looking for the services or products you offer, as opposed to casting a wide net like with broad-match keywords.

Utilizing Google Ads’ phrase match type is a great way to increase visibility for your ad. With this type of keyword, you are setting your ad up to show up whenever someone searches using or containing the exact term(s) or phrase(s) that you have used for your keyword.

This allows for a much more targeted search result as it requires either the exact term (which can be adjusted to include plurals, misspellings, and abbreviations) or any similar words before and after it. Phrase match also results in fewer irrelevant ads compared to other types of keywords as it keeps more specific searches limited. Investing in google ads phrase match keywords will prove invaluable to help grab the attention of potential customers with relevant searches.

[Exact] Match Keywords

Last but not least are exact-match keywords—these are the most restrictive type of keyword and will only trigger search queries that contain the exact phrase (with no other words). So if we use our example again, an exact-match keyword would only trigger searches containing ‘running shoes’—no other words or phrases would be included in these searches, making them ideal for capturing highly qualified leads with precision targeting and higher conversion rates for your campaigns.

For the exact match keyword such as, [shoes for men], your ads may show on searches for “shoes men”, “men shoes”, “men shoe”, or “shoes for a man”. However, your ads won't show on searches for “mens tennis shoes”, or “shoes for boys”.

Google Ads exact match keyword type used to be known for its precision and accuracy when it came to search results, but that is no longer the case. Google now allows other terms related to the exact match keywords to show up in ads, thereby widening the range of potential customers Google can target.

While this update increases the total number of people Google Ads can reach, it reduces user control over who will see their ads; as a result, irrelevant clicks may drive up costs without generating quality leads. To combat this effect, using more precise engineering techniques such as negative keywords can help Google Ads users gain greater control over their campaigns and get maximum return on investment.

The Importance of Utilizing All Three Keyword Match Types in Your Campaigns


When it comes to optimizing performance on Google Ads campaigns, understanding and leveraging all three available keyword match types—broad match, phrase match, and exact match—is key.

Each has unique benefits when it comes to targeting potential customers; by utilizing all three in tandem within your campaigns, you can capture more qualified leads while also saving budget by avoiding irrelevant clicks or impressions on irrelevant search queries. Ultimately this allows you to reach exactly who it is that you want without breaking the bank!

The Google Ads keyword planner (formerly known as the AdWords Keyword Tool) is an excellent resource to help you find the right keywords to use in your campaigns. The tool also allows you to determine which match type to use for each keyword, whether it’s broad match, phrase match, or exact match. The AdWords match type option provides an effective way to control how your ad is triggered by search queries. For example, if you want to capture as many potential leads as possible, you may choose to use broad match. 

On the other hand, if you want to target specific queries only, then exact match is the way to go. Google Ads Keyword Generator and Google Keyword Planner can also be used to find relevant keywords and match types to use in your campaigns. These tools allow you to see how often keywords are searched for and what match type will reach the most relevant audience. Utilizing all three match types and tools to find the right keywords can ultimately drive more qualified leads to your campaigns.

Share this post? Twitter Facebook Google+
by albert somlith
About author
Albert Somlith

Co-Founder of PPC Ad Editor. I am a leader in digital marketing, specializing in strategic planning, implementation, and optimization.