Your Google Ads keyword strategy should not only encompass the keywords themselves, but their keyword match type as well. Choosing the right keyword match type can significantly impact your results from Google Ads. Broad, Phrase, and Exact match types determine how closely a user's search query needs to align with your chosen keywords for your ad to appear. Each match type has its strengths, so it's essential to understand how they work and how they fit into your strategy.
1. Broad Match Keywords
Broad match is the default match type in Google Ads. It allows your ad to show for searches that are related to your keyword, even if they don’t include the exact term. Google may match your ad to synonyms, misspellings, and related searches.
If your broad match keyword is "running shoes," your ad might show up for searches like "buy athletic shoes," "jogging gear," or "best footwear for running."
Pros:
- Broad match casts the widest net, helping you reach more users.
- Since your ad shows for related queries, it can help you discover new keyword opportunities that you hadn't considered.
Cons:
- The downside of broad match is that your ads may show up for irrelevant queries, leading to wasted ad spend.
- Because your ad can appear for loosely related searches, you might get more clicks but fewer conversions.
2. Phrase Match Keywords
Phrase match offers a middle ground between broad and exact match. Your ad will only show when the user's search query includes your keyword (or keyword phrase, in its exact order), though there can be words before or after the keyword.
If your phrase match keyword is "running shoes," your ad might show up for searches like "buy running shoes" or "best running shoes for women," but it won’t appear for searches like "shoes for running."
Pros:
- Phrase match provides more control than broad match, helping ensure that your ads are shown for relevant queries.
- You can still capture variations of your keyword, but you avoid the risk of being matched to completely unrelated searches.
Cons:
- While it’s more targeted than broad match, phrase match still allows for some variability in search terms. This can still result in ads appearing for less relevant queries, though it’s not as common as with broad match.
3. Exact Match Keywords
Exact match is the most restrictive match type. Your ads will only show for searches that match the exact keyword or very close variants, such as misspellings or plurals.
If your exact match keyword is "running shoes", your ad will only show up when users search for "running shoes" or very close variations, like "running shoe" or "buy running shoes."
Pros:
- Since your ads only show for searches that exactly match your keywords, you're more likely to attract users who are specifically interested in what you're offering. This means customers are likely further down the sales funnel and are closer to being ready to make a purchase, rather than learning about types of products they might be interested in.
- Exact match can improve CTR because the search queries are closely aligned with your ad copy and product. This makes your ads more relevant to users.
Cons:
- Exact match can be a bit limiting, as it excludes searches that are similar but not identical to your keyword. While this can prevent irrelevant clicks, it also means you might miss out on related queries that could convert.
Choosing the Right Match Type for Your Campaigns
Deciding between broad, phrase, and exact match keywords depends on your campaign goals and budget:
- If you're looking to cast a wide net and are in the early stages of keyword discovery, broad match is a good choice. However, be prepared to monitor your search terms report regularly and add negative keywords to filter out irrelevant traffic.
- If you want more control over which queries trigger your ads but still want to capture variations of your keywords, phrase match offers a balance between reach and relevance.
- If your goal is high precision and you only want to show ads to users who are searching for exactly what you offer, exact match is ideal. While it may limit your reach, the traffic you do receive is more likely to be highly interested, resulting in better CTR and conversion rates.
To Wrap It Up
Understanding the differences between broad, phrase, and exact match keywords is crucial to building a successful Google Ads campaign. Broad match helps you reach a wider audience, phrase match gives you a balance of flexibility and control, and exact match allows you to laser-focus your efforts on the most relevant search queries.
The key to success is experimenting with different match types and closely monitoring performance. Regularly reviewing search term reports and adjusting your keyword strategy will ensure you're maximizing the effectiveness of your Google Ads campaigns.
Ready to get started with Google Ads for your product or service-based business? Contact us at Good Commerce!