Keyword Match Types for Google Ads: Everything You Need to Know

Keyword match types for Google Ads

Whenever you are choosing keywords for your marketing campaign, the list should be the best because these keywords are at the heart of any campaigns. The keywords that are entered into Google or any search engines are intended to drive organic and non-organic traffic.

What are Keywords?

Whenever people make a search, they use certain terms which are the words or phrases that are used to match ads. These words or phrases are referred to as Keywords. The keyword match types will determine how precisely the keyword should be matched with the user’s search query, if the ad needs to be matched for the auction. This is where advertisers can apply broad match for a wide variety of user searches, or you can think of using exact matches to offer your people what they are looking for.

If you have any confusions or require assistance related to PPC Services, reach out to our team of PPC specialists.

In this article, we will take you through everything you need to know about Keyword Match Types for Google Ads.

1. Broad Match

Let us think of it this way – displaying ads related to your keywords during searches – including searches that don’t necessarily come with the same exact keyword terms. If you are looking to attract more visitors to your website or spend less time building keyword lists, while also spending on keywords that will drive results.

Broad match is the default match type that comes up when you haven’t assigned any other match types for your keywords. Once you input your keyword, without assigning any match types, it falls under the Broad Match category.

For getting relevant matches, consider the user’s recent search activities, the content used on the landing page and other keywords within an ad group that will help to understand the keyword intent better.

Broad match is the best option for Smart Bidding. Smart Bidding allows you to set a bid for each individual auction related to every query and bid is placed (up or down) based on how well the query might perform.

2. Phrase match

For any searches that is closely related or mean the same as your keyword, your ads will appear. The user searches are intended to convey a more specific form of the meaning. When compared with exact match, phrase match is found to be a more flexible option. However, it is the more preferred option when compared with the default broad match option.

Phrase match is the best option that will help you reach out to more customers. Your ads would also be shown to customers who make searches relevant to your product or service.

All you have to do is put quotation marks around your keyword if you want to classify it as a phrase match.

3. Exact match

Whenever a search with the same meaning or intent as the keyword is entered, these ads would be shown. Unlike the previous match options, when you are using exact match, you can decide who will see your ad. The syntax for exact match is to enclose the keyword within brackets.

The best part of picking exact match is for those users who click your ad when they are searching for a similar or exact phrase. They will be shown results that they are looking for – this means using exact match will help reduce costs and increase conversion rates.

However, you will experience lesser traffic as you have more boundaries to your search. When it comes to specific search queries, the search volume is low, which implies reduced overall impressions.

But exact match offers more flexibility as it, like phrase match, can now include synonyms and close variants.

4. Broad match modifier

With this setting, you can include specific words in your broad match category, which would appear in users’ searches, triggering your ad.

For example, if you are using the keyword “schools and colleges Pasadena area”, and if you want to ensure that your ad is shown for the terms “Pasadena” and “area”, you can do so by adding a plus sign before these terms. So now, your broad match modifier keyword is schools and colleges +Pasadena +area.

5. Negative Match

If you are looking to exclude undesirable words or phrases and prevent these from triggering your ad, which would drive irrelevant traffic, then this match option is for you. Think of it this way: if you want to exclude “universities” and “community” from your keyword “schools and colleges Pasadena area”, include a minus sign before the words you don’t want to be displayed (“-universities”, “-community”).

Here are a few steps to optimizing your ads with ease:

  • Understanding the basics: learn and research your keywords, bid, quality score, ad rank, cost-per-click, and conversion.
  • Organizing your account
  • Setting your budget
  • Picking your keywords
  • Setting your keyword match types
  • Writing your ads
  • Connecting your account to Google Analytics
  • Activating your campaigns and evaluating their performance

For any assistance on Google Ads, you can refer the Google Ads checklist.

If you need any further assistance with setting up your ads campaign, reach out to us and our PPC experts will assist you.

At Seattle New Media, we offer all kinds of PPC and SEO services at affordable rates for our clients across the world. For a consultation, contact us today.

‍Marketing Team