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 get the most out of your Google Ads campaigns? If so, then understanding and leveraging keyword match types is essential. In this blog post, we’ll explore the three different keyword match types available in Google Ads—broad match, phrase match, and exact match—as well as explain why using all three can help you maximize performance and reach your target audience more effectively.

What are Keyword Match Types?

 

Before diving into the different keyword match types available in Google Ads, let’s first define what they are. Keyword match types are a way of telling Google how closely related the terms in your search query need to be to what people are searching for in order for your ad to be shown. They allow you to control which searches trigger your ads and ensure that only relevant searches will do so. This helps save budget by ensuring that you’re not wasting money on irrelevant clicks or impressions.

 

 

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!

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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.