If you’re advertising on Google Ads, you’re likely familiar with keywords and how they play a crucial role in targeting your audience. But did you know that there are different types of keyword-matching options available? These match types help you to determine when and where your ads will appear and to what extent they’ll match the keywords you’ve targeted. In this blog, we’ll explore the three main keyword match types and how you can use them to optimise your Google Ads campaigns.
Understanding Keyword Match Types in Google Ads
Google Ads offers 3 keyword match types: broad match, phrase match, and exact match:
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Broad Match
Broad match is the default match type and it allows your ad to show on a variety of relevant searches. With a broad match, your ad could show searches that include synonyms, related searches, and other relevant terms. For example, if your keyword is “running shoes,” your ad could appear for searches like “best running shoes,” “running sneakers,” or “jogging shoes.”
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Phrase Match
Phrase match is more restrictive than broad match, and it allows your ad to show only when the exact keyword phrase is included in the search query. For example, if your keyword is “running shoes,” your ad would only appear for searches like “best running shoes” or “buy running shoes.” However, it wouldn’t appear for searches like “best shoes for running” or “jogging shoes.”
Exact Match
Exact match is the most restrictive match type, and it only allows your ad to show when the exact keyword is used in the search query. For example, if your keyword is “running shoes,” your ad would only appear for the search “running shoes.” No other variations would trigger your ad to show.
Using Three Match Types for the Same Keyword
Using three match types for the same keyword can help you to achieve the optimal balance between reach and relevance for your ads. Here’s how:
- Start with a broad match to reach a wide audience and identify potential new keywords.
- Use phrase match to target searches that include your exact keyword phrase, while still allowing for some variations.
- Finally, use exact match to focus on the most relevant searches and fine-tune your targeting.
By using all three match types, you’ll be able to reach a wider audience while also ensuring that your ads are highly relevant to the searches they’re appearing for.
Conclusion
In conclusion, understanding and utilising the three main keyword match types – broad match, phrase match, and exact match – can greatly benefit your Google Ads campaigns. By using all three match types for the same keyword, you’ll be able to reach a wider audience while also ensuring that your ads are highly relevant to the searches they’re appearing for. Don’t hesitate to experiment with different combinations of match types to see what works best for your business. Remember, the goal is to find the optimal balance between reach and relevance for your ads.
Written by Uzair Kharawala
Partner at SF Digital Studios, a Google Premier Partner agency. Uzair has been helping businesses grow with Google Ads since 2002 and teaches it every week on YouTube.
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