Understanding Keyword Match Types for Effective Google Ads Campaigns

Are your ads not getting a lot of traffic or the kind of traffic that converts?

It might be a problem with your keyword match types.

In Google Ads, these affect how closely a search word or phrase must match a keyword to trigger an ad.

Understanding keyword match types can help you create more relevant ads in your campaign and ensure that your ads appear in searches that align with your ads. Keyword typescan help you maximize ad spend by driving qualified traffic while also avoiding ad impressions and clicks that don’t match search intent.

Key Takeaways

• Keyword match types help you align your ads with relevant search queries so that you are targeting relevant audiences and using your budget efficiently. 
• Using broad match keywords gets you the widest reach, but you also may get clicks that aren’t as relevant.
• Using phrase match keywords means your ads are triggered for queries with a specific phrase, offering a good balance between reach and precision.
• Using exact match keywords gives you more control, triggering your ad for the most relevant search queries, but you may miss out on some search phrases.
• You can deploy a combination of match types to capture the broadest and most relevant audience.
• Negative keyword match types block certain search phrases, allowing you to avoid showing ads to irrelevant audiences.

Table of Contents

• Key Takeaways
• What Are Keyword Match Types in Google Ads?
  • 1. Broad Match Keywords
  • 2. Phrase Match Keywords
  • 3. Exact Match Keywords
• Negative Keyword Match Types
• Choosing the Right Keyword Match Types for Your Campaign
  • Combining Match Types for High Impact
• How to Find Keywords for PPC and SEO
• FAQs
• Conclusion

What Are Keyword Match Types in Google Ads?

In Google Ads, the match type controls the kinds of search queries that could trigger your ads. You want to make sure you’re choosing the ones that align best with search queries to target relevant users and optimize your ad performance.

These are the types of keyword matches available in Google Ads:

• Broad match: These have the widest scope.
• Phrase match: These limit ads to searches containing the keyword phrase in the exact order, but there may be words before and/or after it.
• Exact match: These trigger ads only for searches that exactly match the keyword or very close variants.

You can adjust keyword matches of any type in Google Ads in 3 ways:

Net new keywords:

Changing the keyword type for existing keywords already in Google Ads:

Bulk editing all keywords:

1. Broad Match Keywords

Broad match keywords show ads for search queries that are related to the keyword, even if they don’t exactly match. As a result, they have the widest reach and scope of all the keyword match types.  

Google uses various methods to determine related search queries, such as user intent, keyword variations, and synonyms. For example, if your broad match keyword is “skiing gear,” your ad could show for searches like “downhill skis” or even “ski clothes.” 

On the plus side, broad match keywords mean your ads appear for the widest variety of search terms, expanding ad reach.

They also mean you don’t need to create detailed keyword lists yourself, since Google figures out the related search queries automatically. 

On the other hand, because you don’t control those related terms, the ads might show up for queries that aren’t as relevant to your ads. 

So for example, an ad for “skiing gear” could also be shown to people searching for cross-country skis. If you don’t sell those kinds of skis, your ads aren’t relevant to that audience.

This could cause you to waste ad dollars and lead to lower click-through rates.

2. Phrase Match Keywords

Phrase match keywords target search queries that include the exact keyword phrase in the specified order, along with close variations such as common misspellings or plurals

For example, if the keyword is “ski boots,” the ad may be triggered for search queries like “best ski boots,” “ski boots for women,” or “”ski boot.” 

But it shouldn’t appear for queries like “snow boots” or “rain boots.”

Since they are shown only when the query includes the keyword phrase, phrase match keywords are more targeted than broad match keywords, helping you attract more relevant traffic. At the same time, phrase match allows for more traffic by including more variations.

This makes phrase match keywords a nice balance between control and flexibility.

One big tip: Phrase match keywords are good for brand names. So you could include yours or competitors’ alongside the product or service you offer in keyword phrases.

However, a big disadvantage of phrase match keywords among keyword match types is that you might miss some relevant traffic if Google decides a search query isn’t aligned. Something like “women’s ski equipment” might not trigger an ad even though it may be relevant.

3. Exact Match Keywords

As the name suggests, the exact keyword match type offers you the highest level of precision. Using this match type triggers ads only when queries match keywords, either exactly or with a close variant.

So if your exact match keyword is “women’s ski boots,” your ad will appear in searches like “womens ski boots” or “women’s ski boot.”

Since ads show only for the most closely related queries, you’re less likely to get irrelevant clicks. Instead, the traffic they generate is more likely to click on the ad and become a customer. This both reduces waste in your ad budget and gives you a higher rate of return on your ad campaign investment.

On the flip side, this precision also limits ad exposure. You might miss out on traffic from some broader queries. You might also miss out on discovering new search terms you could use.

So your ad might not show up for a search like “girls ski boots” even though you carry those sizes.

Negative Keyword Match Types

Negative keyword match types allow you to block your ads from appearing for specific search terms. This means ads won’t appear for queries that aren’t relevant to your offerings.

You can use the three keyword match types explained above for negative keywords. So, for example, if you use “cross country skis” as a negative broad match keyword, your ad won’t show if the query contains the keyword in any sort of query. You might also add related keywords, such as “Nordic skis” and “XC skis,” to eliminate those searches.

Using negative match keywords can be an effective way to lessen the chance of ads being shown for queries that are less likely to result in a click or a sale. It’s another way to make sure your ad campaigns are optimized to reduce irrelevant clicks and that your ads are reaching the right audience.

Choosing the Right Keyword Match Types for Your Campaign

Mixing keyword match types strategically can help you create a more effective ad campaign by capturing traffic from a range of search queries while keeping spending within your budget. However, every campaign is different. A keyword mix layout for one product may not work for another.

Here are some actions to take to help you choose the most effective Google ads keyword match types for each campaign.

• Start broad. At the beginning of a campaign, use broad match for the widest range of search terms. This can also provide insights into new keywords that users are searching for. To minimize irrelevant clicks, use negative keywords. 
• Add phrase match keywords. Choosing phrases that include your core keywords allows for more flexibility in user queries. This can help you capture more traffic without narrowing the audience too much. 
• Reserve exact match for high-intent queries. Use specific terms that suggest users are searching with strong intent to buy. This helps you target searches with higher conversion potential. 
• Monitor, test, and adjust. Analyze clicks and CTR to see which keywords are bringing in valuable traffic. If you’re seeing a lot of irrelevant clicks, use fewer broad match keywords and shift to more phrase or exact matches. 

Combining Match Types for High Impact

Strategically mixing different keyword match types can help you capture various search intents and expand reach. 

In our ski boot examples, you could use some broad match keywords like “best ski gear” and “winter sports equipment.” You might also use search terms related to snowboarding, as some users may engage in both. 

This match type casts a wide net for users who may just be starting to explore ski gear as well as those interested in making a purchase.

Using phrase match keyword match types ensures your ads show up for specific terms. So you could use phrases like “men’s ski boots,” “ski boots for beginners,” or “ski boot store.”

This match type winnows down users more but also allows for queries with a range of intents.

Finally, using some exact match keywords ensures your ads are shown to users with a high intent to buy. These could include “ski boots size 10,” “ski boot sale,” or “ski boots near me.”

This helps attract users who are closer to making a purchase.

By mixing these and including negative match words for users you want to exclude, you can balance reach and relevance. 

How to Find Keywords for PPC and SEO

Effective keyword research is key to both SEO and PPC success. However, while carefully choosing keywords can support better results and ranking in SEO, match types don’t apply.

Still, you can use insights from your keyword research for both channels. 

Start by inputting core or “seed” keywords related to your business into tools like Google Keyword Planner or Semrush’s Keyword Magic Tool. Along with generating related keyword ideas, they’ll show important metrics like volume, competition, and cost-per-click. 

You can also use Ubersuggest for keyword ideas and see estimated traffic to identify phrases in each category.

For both PPC and SEO, focus on keywords with a lot of search volume to ensure they can drive sufficient traffic. For ads, look for high-volume keywords with manageable competition and an affordable cost-per-click.

Next, prioritize more relevant keywords to make it more likely that the traffic will result in clicks or conversions. 

You can also look for long-tail keywords that may have low search volume but higher intent.

By strategically deploying keywords for both SEO and PPC, you can attract more and more relevant traffic to your site.

FAQs

What are the keyword match types?

Keyword match types in Google Ads include broad match, phrase match, and exact match. Broad match keywords typically generate more traffic but have less precise targeting, while exact match keywords typically generate less traffic but targeting is more precise.

What are broad match keywords?

Broad match keywords trigger ads for searches that are related to the keyword, even if they don’t exactly match. They have the widest match of all keyword match types.

What is the default match type for all keywords?

Google sets all keywords to the broad match type as a default. You can change keyword match types in Google Ads Editor by selecting the match type in a drop-down menu.

Conclusion

Mastering keyword match types is essential to ensure your PPC campaigns are effective. 

Whether you’re casting a wide net with broad match, narrowing your focus with phrase match, or honing in on high-intent searches with exact match, understanding how each type works gives you more control over who sees your ads and boosts your ROI. 

But don’t stop there—use negative keywords to filter out irrelevant traffic and avoid wasting your ad budget. 

Remember to test, analyze, and adjust your keyword matches. You can use PPC automation tools to manage campaigns, get reports, and more.
One thing to remember when you are choosing keyword match types, it’s not just about getting more clicks—it’s about getting the right clicks!