In Google Ads, there are three types of keyword match types: broad match, phrase match, and exact match. Each match type has its own purpose, and it’s important to understand the differences between them to create effective campaigns.
- Broad Match: Broad match keywords trigger your ads to show when someone searches for variations of your keywords, including synonyms, misspellings, related searches, and other relevant terms. This match type gives you the widest reach, but it may also generate irrelevant traffic that’s not relevant to your business.
For example, if you bid on the broad match keyword “shoes,” your ads may appear for searches such as “running shoes,” “women’s shoes,” or “red shoes.”
When to use Broad Match: Broad match is a good option when you’re trying to generate more visibility and are less concerned about targeting specific search queries. It’s also a good option when you’re trying to generate more data on which keywords are driving the most clicks and conversions. Remember to keep an eye on your broad match terms as you may end up eating into your budget on irrelevant keywords.
- Phrase Match: Phrase match keywords trigger your ads to show when someone searches for your exact keyword phrase or a close variation of it. The search term must contain the exact phrase, but may also include additional words before or after the phrase.
For example, if you bid on the phrase match keyword “red shoes,” your ads may appear for searches such as “buy red shoes” or “red shoes for sale.”
When to use Phrase Match: Phrase match is a good option when you want to target more specific searches and have more control over the search queries that trigger your ads. It’s also a good option when you want to balance reach and relevance. Test using long tail keywords of 3 or more words.
- Exact Match: Exact match keywords trigger your ads to show when someone searches for the exact keyword or a close variation of it. The search term must match the keyword exactly, without additional words before or after the phrase.
For example, if you bid on the exact match keyword [red shoes], your ads may appear for searches such as “red shoes” or “buy red shoes,” but not for searches such as “red high heels” or “red sneakers.”
When to use Exact Match: Exact match is a good option when you want to target very specific searches and have complete control over the search queries that trigger your ads. It’s also a good option when you want to focus on high-quality traffic and maximize your return on investment.
In conclusion, understanding the differences between broad match, phrase match, and exact match is essential for creating effective Google Ads campaigns. Each match type has its own strengths and weaknesses, and by using them strategically, you can achieve the right balance of reach, relevance, and control to drive the best results for your business. Keep an eye on your search terms report to see which keywords re triggering your ads. Add the keywords that have gained a conversion and exclude the ones that are irrelevant by adding them to your negative keywords list.
