Introduction to Google Ads Keyword Match Types

Understanding Google Ads Keyword Match Types

If you’re running a Google Ads campaign, one of the most important decisions you’ll have to make is selecting the keyword match type that best suits your goals. The keyword match type you select will influence several aspects of your campaigns, from ad targeting to budget management. To help you make the most informed decision possible, here’s an introduction to Google Ads keyword match types.

Broad Match

Broad match is Google Ads’ default keyword match type. As the name suggests, broad match allows your ads to be shown whenever any of the words in your keyphrase appear in the search query, in any order. It also allows your ads to show for related searches with similar intent. Because of its wide reach, broad match can be a cost-effective way to get the most eyes on your product or service.

Phrase Match

Phrase match keywords are similar to broad match keywords, but they provide a higher level of control by limiting when your ads appear based on the order of the words included in the keyphrase. For example, if your phrase match keyword is “golf clubs”, your ad will only appear for searches like “buy golf clubs” or “discount golf clubs”. This type of keyword match allows you to hone in on those queries with a greater likelihood of converting.

Exact Match

Exact match is the most restrictive keyword match type. With this option, your ads will only appear for searches that exactly match the keyphrase you’ve chosen, including any relevant variations. This type of keyword match is great for targeting people who are further along in the sales funnel and know exactly what they’re looking for. It’s also helpful for budget management, as it allows you to optimize your ad spend by targeting the most qualified leads.

Modified Broad Match

Modified broad match is another option for Google Ads campaigns. Like broad match, modified broad match targets a wide range of searches, but it provides more control over the phrases used in those searches. With modified broad match, you can add a “+” symbol before any word or phrase you want to ensure must appear in the search query for your ad to show. This type of keyword match can be a great option for those who want to reach a wider audience without sacrificing too much control.

Conclusion

To recap, there are four main keyword match types available in Google Ads: broad match, phrase match, exact match, and modified broad match. Each keyword match type has its own advantages and disadvantages, so choose wisely. Careful consideration of the various keyword match types can ultimately help you get the most out of your campaigns.