When it comes to running successful Google Ads campaigns, choosing the right keywords is only half the battle. Understanding how Google Ads keyword match types work can make all the difference in ensuring that your ads are shown to the right audience at the right time.
Whether you’re a beginner or an experienced digital marketer, mastering keyword match types is crucial for optimizing your campaigns and getting the most out of your ad budget. In this post, we’ll walk through the different keyword match types in Google Ads, explain how they work, and help you determine which match type is right for your campaign.
What Are Keyword Match Types in Google Ads?
In Google Ads, keyword match types are used to control how closely a search query must match your keyword in order for your ad to appear. Essentially, they dictate when and where your ad shows up based on the user’s search query.
There are four main match types in Google Ads:
- Broad Match
- Broad Match Modifier (deprecated as of July 2021)
- Phrase Match
- Exact Match
Each of these match types has its own level of targeting specificity, ranging from broad to highly specific. Let’s break each one down.
1. Broad Match
Broad match is the default match type for any keyword you add to your Google Ads campaign. When you use broad match, your ad will be triggered for any search query that is related to your keyword, including synonyms, misspellings, related searches, and even relevant variations. This is the widest-reaching match type, and it offers the highest potential for impressions, but it also means your ads could be shown to a broader audience that might not be as relevant.
Example:
- If your keyword is “running shoes,” your ad could appear for searches like:
- “buy athletic shoes”
- “best shoes for running”
- “sneakers for marathon”
While this gives you more opportunities for impressions, it can also lead to irrelevant clicks if your ad appears for searches that don’t align with your target audience’s intent.
Pro Tip: Broad match can help you capture a wide range of traffic, but you should monitor your search terms report regularly to identify irrelevant searches and add negative keywords to prevent wasted spend.
2. Phrase Match
Phrase match is a more targeted match type than broad match. With phrase match, your ad will show for search queries that include your exact keyword or a close variation, as long as the query includes the words in the same order. While phrase match is still somewhat broad, it gives you more control over the types of searches that will trigger your ads.
Example:
- If your keyword is “running shoes,” your ad could appear for searches like:
- “buy running shoes online”
- “best running shoes for men”
- “cheap running shoes near me”
However, your ad will not show for searches like:
- “shoes for running” (the words are in a different order)
- “buy marathon shoes” (the keyword “running” is missing)
Phrase match is a good option for advertisers who want to target a broader range of relevant queries, but with more control than broad match provides.
Pro Tip: Phrase match allows you to capture a more relevant audience while still being flexible with variations. However, it can still trigger ads for longer tail searches that might be too specific.
3. Exact Match
Exact match is the most specific and tightly targeted match type. When you choose exact match, your ad will only show when the search query exactly matches your keyword or a close variant. Close variants include things like plural forms, misspellings, or slight rewordings, but the overall meaning must stay the same.
Example:
- If your keyword is “running shoes,” your ad will appear for:
- “running shoes”
- “buy running shoes”
- “running shoe” (singular variant)
Your ad will not appear for:
- “best shoes for running”
- “cheap sneakers for running”
Exact match gives you the most control over when your ads appear, making it an excellent choice for advertisers who want to target highly relevant search queries and minimize wasteful spend. However, it’s important to note that exact match may limit your reach, so it’s crucial to analyze your campaign performance regularly.
Pro Tip: Exact match is perfect for campaigns that focus on very specific keywords, but it can restrict impressions if the keyword volume is too low.
4. Negative Match
While not technically a match type for showing ads, negative keywords are crucial for controlling your ad spend and ensuring that your ads don’t appear for irrelevant searches. Negative keywords prevent your ads from showing up when certain words or phrases are included in the user’s search query.
Example:
- If you’re advertising “premium running shoes,” you might want to add negative keywords like:
- “cheap”
- “free”
- “discount”
This way, your ads won’t be shown to users searching for low-cost alternatives that are outside of your target audience.
Pro Tip: Negative keywords are a great way to refine your targeting and avoid spending money on irrelevant clicks.
How to Choose the Right Match Type for Your Campaign
Selecting the right match type depends on your campaign goals, budget, and the level of control you want over your ad targeting. Here’s a simple guide to help you decide:
- Broad Match: Use this if you want to cast a wide net and target a large audience. It’s ideal for campaigns aiming for brand awareness or reaching a broad audience for new products or services.
- Phrase Match: Choose phrase match when you want more control over which searches trigger your ads while still allowing for variations in the search query. It’s great for campaigns focused on specific topics or categories.
- Exact Match: Use exact match when you want to target highly specific, high-intent search queries. It’s best for campaigns where precision is key, such as when targeting branded terms or high-converting keywords.
- Negative Match: Always use negative keywords to filter out irrelevant traffic. Negative keywords improve the efficiency of your campaign and ensure you’re only paying for valuable clicks.
Conclusion: Mastering Keyword Match Types for Google Ads Success
Understanding Google Ads keyword match types is essential for any advertiser looking to optimize their campaigns and improve their return on investment (ROI). By choosing the right match types, you can control your targeting, prevent wasted spend, and ensure your ads are shown to the right audience.
Remember, there’s no one-size-fits-all solution. Depending on your goals and budget, you might want to experiment with different match types to see what works best for your campaigns. With regular monitoring, adjusting your match types, and adding negative keywords, you’ll be well on your way to running successful and cost-effective Google Ads campaigns.
