Imagine this: you’re running a Google Ads campaign and your ads are showing up for searches that are completely unrelated to what you offer.

You’re paying for clicks from people who aren’t interested in your products or services and your ad spend is going down the drain.

This is where keyword match types come in! They’re the secret weapon that lets you control exactly how Google matches your ads to search queries.

It’s like having a powerful filter that lets you attract only the right kind of traffic.

Think of keyword match types as the key to unlocking the full potential of your Google Ads campaigns.

They’re not just a technical detail; they’re a strategic tool that can make a huge difference in your results.

Table of Contents

Understanding the Basics of Keyword Match Types

To put it simply keyword match types tell Google Ads how closely a search query needs to match your keyword before your ad is displayed.

Each match type has its own level of specificity and they come with varying levels of reach and relevance.

Think of it like a sliding scale:

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Broad Match: The broadest match type capturing a wide range of search terms even those loosely related to your keyword. It’s like casting a wide net hoping to catch a lot of fish but you might end up with some unwanted ones too.
Phrase Match: Offers a happy medium targeting searches that include your keyword in the same order allowing for some flexibility around surrounding words. It’s like fishing with a net that’s slightly smaller than the broad match net ensuring a more targeted catch.
Exact Match: The most specific match type displaying your ad only for searches that exactly match your keyword including variations like plurals and misspellings. It’s like using a tiny net that captures only the fish you specifically want.

Diving Deep into Each Keyword Match Type

Now let’s dive deeper into each keyword match type and explore how they work in practice.

Broad Match: The Wild West of Keyword Targeting

The Broad Match keyword type is the default in Google Ads and it’s the most flexible option.

With Broad Match your ad can show up for searches that include any variation of your keyword even if they don’t match it exactly.

For example if your keyword is “running shoes” your ad could show up for searches like:

“best running shoes for beginners”
“cheap running shoes”
“shoes for running”
“buy running shoes online”

Broad Match can be great for:

Reaching a large audience: If you want to cast a wide net and capture as much traffic as possible Broad Match is a good choice.
Exploring new keyword opportunities: You can use Broad Match to discover new keywords that you might not have thought of before.

Broad Match can be risky:

Low relevance: Your ads might show up for searches that are completely unrelated to your products or services leading to low-quality clicks and wasted ad spend.
High cost: Broad Match can be expensive because you’re competing with a wider range of advertisers for those clicks.

Here’s a real-world example:

Imagine you sell running shoes and you use Broad Match for the keyword “running shoes.” Your ad might show up for someone searching for “running shoe store near me.”

While the search query is related to running shoes it’s unlikely that the person is ready to buy shoes online.

They’re looking for a local store.

You’ve just wasted money on a click that doesn’t lead to a sale.

Phrase Match: Finding the Sweet Spot Between Reach and Relevance

Phrase Match strikes a balance between reach and relevance.

It allows your ad to appear for searches that contain your keyword in the exact order but other words can appear before or after it.

Using our “running shoes” example Phrase Match would trigger your ad for searches like:

“buy running shoes online”
“best running shoes for women”
“comfortable running shoes”

Notice that the keyword “running shoes” appears in the same order but other words are allowed before or after it.

Phrase Match is a good option when you want to:

Target a wider range of related searches: You can capture more relevant traffic compared to Exact Match but you’re still more specific than with Broad Match.
Control the order of your keywords: You can be sure that your keyword appears in the same order in the search query making your ads more relevant to users’ intent.

Here’s another example:

Imagine you sell running shoes specifically for women.

Using Phrase Match for the keyword “running shoes for women” would capture searches like “best running shoes for women under $100.” This is highly relevant to your target audience.

Exact Match: Zeroing in on Your Ideal Customers

Exact Match is the most precise keyword match type.

Your ad will only show up for searches that exactly match your keyword including variations like plurals and misspellings.

Using our “running shoes” example Exact Match would only trigger your ad for searches like:

“running shoes”
“running shoes for men”
“running shoes for women”

It won’t show up for searches that include related words like “sneakers” or “athletic shoes” ensuring that your ad is only seen by people who are actively searching for what you sell.

Exact Match is best for:

Maximizing relevance: You can be confident that your ads are only shown to people who are looking for exactly what you offer.
Minimizing wasted clicks: By targeting only the most relevant searches you can reduce the number of clicks that don’t lead to conversions.

However Exact Match comes with some downsides:

Limited reach: You’ll miss out on traffic from people who might be interested in your products but don’t use the exact keyword.
Higher cost: Since you’re competing for a smaller pool of clicks Exact Match can be more expensive.

Here’s an example of Exact Match in action:

Imagine you sell a specific brand of running shoes let’s say “Nike running shoes.” Using Exact Match for that keyword would only show your ads to people who are actively searching for “Nike running shoes” ensuring you’re only attracting highly qualified leads.

Negative Match Keywords: Blocking Unwanted Traffic

Negative Match Keywords let you block your ads from appearing for specific search terms.

This is an important tool for preventing your ads from wasting money on clicks that aren’t going to convert.

Imagine you sell running shoes but don’t offer any shoes for kids.

By adding “running shoes kids” as a Negative Match Keyword you can prevent your ads from showing up for people searching for kids’ running shoes.

Negative Match Keywords come in three types:

Broad Negative Match: Excludes your ads from searches that contain the entire negative keyword phrase plus any other words.
Phrase Negative Match: Excludes your ads from searches that contain the negative keyword phrase in the exact order but other words can appear before or after it.
Exact Negative Match: Excludes your ads from searches that exactly match the negative keyword phrase.

Use Negative Match Keywords to:

Block irrelevant searches: Exclude any search terms that are not related to your target audience or products.
Avoid competing with yourself: Prevent your ads from showing up for searches that are already covered by other ad groups in your campaign.
Refine your targeting: Focus your ad spend on the most profitable keywords.

Here’s an example of how Negative Match Keywords can be used in practice:

Imagine you sell running shoes but you don’t offer any shoes for track and field.

You could add “track and field running shoes” as a Negative Match Keyword to prevent your ads from showing up for searches related to track and field.

Optimizing Your Keyword Match Types for Success

Now that you’ve got a grasp on the basics it’s time to put your knowledge into practice.

Here’s a step-by-step guide for optimizing your keyword match types in Google Ads:

Start with Broad Match: Begin by adding your keywords as Broad Match to capture as much traffic as possible.
Monitor and Analyze: Keep a close eye on your campaign data including click-through rates (CTR) conversion rates and cost-per-acquisition (CPA).
Identify Low-Performing Keywords: Look for keywords that have a low CTR low conversion rate or a high CPA. These keywords are likely attracting traffic that isn’t relevant to your business.
Switch to Phrase or Exact Match: Gradually narrow down your targeting by switching some of your low-performing keywords to Phrase Match or Exact Match. This will help you reduce wasted clicks and increase your conversion rate.
Use Negative Match Keywords: Add Negative Match Keywords to block any search terms that are irrelevant to your business.
Refine and Iterate: Continuously monitor your campaign data and make adjustments to your keyword match types as needed.

The Power of Keyword Match Types: A Real-Life Success Story

Remember that real-world results vary depending on your industry target audience and campaign goals.

But here’s an example of how a company used keyword match types to achieve impressive results:

A small e-commerce store selling handcrafted jewelry was struggling to attract enough qualified traffic.

They were using Broad Match for their keywords and their conversion rate was very low.

They decided to try a different approach by using Phrase Match for some of their keywords specifically targeting searches related to “handmade jewelry.” They also added a few Negative Match Keywords to exclude searches related to “cheap jewelry.”

As a result they experienced a significant increase in their CTR and conversion rate.

Their ad spend was more efficient and their online sales grew considerably.

Conclusion: Unleash the Power of Precision

Don’t underestimate the power of keyword match types! They can make a huge difference in the success of your Google Ads campaigns.

By taking the time to understand each match type and using them strategically you can attract more qualified traffic reduce wasted clicks and drive more conversions.

Remember keyword match types are just one piece of the puzzle.

To truly optimize your campaigns focus on creating compelling ads crafting high-converting landing pages and constantly monitoring your data to identify areas for improvement.

Embrace the power of precision and watch your Google Ads campaigns reach new heights!

How to Use Keyword Match Types in Google Ads