Introduction
As a digital marketer, you may have heard of the term “keyword match types” or “match types” in Google Adwords. These can have a huge impact on the success of your ad campaign.
In this article, we will discuss the different match types available in Adwords, when to use them, and their advantages and disadvantages to help you make the most out of your Google Ads campaign.
What Are Keyword Match Types?
Definition of Keyword Match Types
A keyword match type determines how closely a user’s search query must match a keyword in order for your ad to be displayed. In other words, it is the parameter that dictates how expansive or restrictive the targeting of your ads will be.
Why Are Keyword Match Types Important?
Keyword match types help advertisers control who sees their ads, manage their budget effectively, and improve the overall performance of their campaign.
Choosing the right match type can help eliminate irrelevant clicks and show your ad to potential customers who are most likely to convert.
What Are the Implications of Not Using the Right Match Type?
If you don’t choose the right match type, your ads may show to users who are not interested in your product or service, which can result in low click-through rates (CTRs) and wasted ad spend.
On the other hand, using a too-restrictive match type may limit your ad’s exposure and potential to attract new customers.
What Are the Three Google Ads Match Types of Keywords?
There are three main keyword match types in Google Ads:
- Broad Match
- Phrase Match
- Exact Match
1. Broad Match Type
How Does Broad Match Work?
Broad match is the default match type in Adwords. This means that your ad will show up for searches that include words related to your keyword.
For example, if your keyword is “running shoes,” your ad may show up for searches related to “best-running shoes” or “buy running shoes online.”
When Should an Advertiser Use a Broad Match?
A broad match is a good option if you are looking to attract a wide audience and increase your reach. It can be especially helpful for new campaigns where you’re not sure which keywords will perform best or want to test new ideas.
What Are the Advantages and Disadvantages of Using a Broad Match?
- The main advantage of a broad match is its flexibility and broad exposure.
- It can help you discover new long-tail keywords and customer segments.
However, a downside of using broad match is that it can result in irrelevant clicks and waste your ad spend if your ad shows up for searches that are not related to your business or are not likely to convert.
2. Phrase Match Type
How Does Phrase Match Work?
Phrase match is a more restrictive match type than a broad match. Your ad will only show up for searches that include the exact phrase or close variations of it, along with additional words before or after the phrase.
For example, if your keyword is “pizza delivery,” your ad may show up for searches like “best pizza delivery in town” or “quick pizza delivery.”
When Should an Advertiser Use Phrase Match?
Phrase match is a good option if you want more control over who sees your ad and are looking for a balance between reach and relevance. It can help increase conversions and avoid wasting your ad spend on irrelevant clicks.
What Are the Advantages and Disadvantages of Using Phrase Match?
- The main advantage of using the phrase match is that it provides a more targeted reach than a broad match.
- It can help improve your ad’s relevance and CTR.
However, the downside is that it may still show up for irrelevant or low-intent searches if the phrase is too generic or widely used.
3. Exact Match Type
How Does Exact Match Work?
Exact match is the most restrictive match type in Adwords. Your ad will only show up for searches that match your keyword exactly, including close variations like plural or misspelled words.
For example, if your keyword is “running shoes,” your ad will only show up for searches that include the exact phrase “running shoes.”
When Should an Advertiser Use an Exact Match?
An exact match is a good option if you want to target a specific audience and avoid irrelevant clicks. It can be especially helpful if you have a limited budget and want to make sure your ad spend is targeted at the most relevant searches.
What Are the Advantages and Disadvantages of Using an Exact Match?
- The main advantage of using an exact match is its precision and accuracy.
- It can help improve the quality of clicks and conversions as well as reduce wasteful ad spend.
However, the downside is that it may limit your ad’s exposure and potential to attract new customers.
How to Choose the Right Match Type for Your Campaign?
Factors to Consider when Choosing Match Types
When choosing the right match type for your campaign, you should consider the following factors:
- Your budget and cost per click (CPC)
- Your marketing goals and target audience
- The competition and search volume of your keywords
- Your ad quality score and landing page relevance
Best Practices when Choosing Match Types
Some best practices to follow when choosing match types include:
- Start with a broad match and gradually narrow it down based on performance.
- Use phrase matching for most campaigns for a balance between reach and relevance.
- Use exact matches for highly specific keywords and campaigns.
- Regularly review and optimize your negative keywords to avoid irrelevant clicks.
How to Adjust Your Match Types Based on Performance?
You should regularly review and analyze the performance of your keywords and match types to identify areas for improvement and adjust your strategy accordingly. This may include:
- Adding or removing keywords based on relevancy and search volume
- Adjusting bids and budgets to optimize for cost per acquisition (CPA) or ROI
- Testing different ad formats, messaging, and landing pages
- Refining your targeting and audience based on demographics, interests, or behavior
Ads Keyword Match Types Explained 2023
What Are the Changes in Keyword Match Types for 2023?
Google has announced that it will be eliminating the exact match keyword targeting option and replacing it with “exact keyword” matching.
This means that advertisers will be able to target searches more accurately and precisely, including variations in word order and function words.
What Are the Implications of These Changes for Advertisers?
These changes will provide advertisers with more control over their targeting and improve the relevancy of their ads. It will also help eliminate irrelevant clicks and improve the overall performance of their campaigns.
However, it may also require advertisers to adjust their keyword strategy and adjust their bids and budgets accordingly.
What Are the Best Practices for Adjusting to These Changes?
Advertisers should regularly review and optimize their keyword strategy, including adding relevant variations and synonyms, testing different match types, and monitoring their performance to stay ahead of the competition.
They can also leverage smart bidding and automation to help manage their campaigns more efficiently and effectively.
Conclusion
Well, well, well!
It looks like we have reached the conclusion for Google Ads keyword match types.
Let’s recap, shall we? We have a plethora of match types available, ranging from user types to modified broad match keywords. These match keywords will help match your ads with the search terms potential customers use.
Now, it’s important to know what to use to ensure your ads match the search. That’s why you should use broad match keywords or broad match modifiers.
Ensure you also include your keyword, so your ads show up for search terms. Don’t forget to use smart bidding, or else your ads won’t match the way you want them to.
Finally, to make sure your ads match every keyword and term that includes the exact keywords you want, create different ad groups and use the phrase match type. See, choosing the right match types for Google advertising is not rocket science!
