Keyword Match Types in Google Ads

Keyword matching is an essential tool in Google Ads that allows advertisers to control how their ads match users' search queries.

According to Google, 15% of daily searches are new, meaning advertisers need to be prepared to capture these unique opportunities.

What are the Keyword Match Types in Google Ads?

There are four types of keyword match in Google Ads:

1. Broad Match : This is the default match type and has the broadest reach. If your keyword is “women’s shoes,” your ad may appear for searches like “buy women’s shoes,” “women’s shoes,” “women’s shoes for sale,” etc.

2. Phrase Match : Your ad can appear for searches that match an exact phrase and close variations of that phrase, but not for searches that contain additional words in the middle of the phrase. If your keyword is “women’s shoes,” your ad can appear for searches like “buy women’s shoes” or “women’s shoes on sale,” but not for “women’s high heel shoes.”

3. Exact Match : Your ad can appear on searches that match your term exactly or are very close variations of that term, with no additional words. If your keyword is “women’s shoes,” your ad will only appear on searches for “women’s shoes” or very close variations like “women’s shoe.”

4. Negative Match : This match type allows you to exclude your ad from appearing for certain searches. For example, if you sell women's shoes but not high heels, you can add “high heel” as a negative keyword to prevent your ad from appearing for searches for “women's high heel shoes.”

How to Choose the Right Keyword Match Type?

Choosing the right keyword match type depends on your specific campaign goals. If you want to drive a lot of traffic, broad match may be the best option.

However, if you're looking to target a more specific audience, you may want to use phrase or exact match.

How Does Keyword Matching Affect Search Engine Optimization (SEO)?

Keyword matching can have a significant impact on your SEO strategy. By selecting the right keywords, you can increase your website's visibility in search results and attract a more relevant audience.

How Can I Improve My Use of Keyword Matching in Google Ads?

To improve your use of keyword matching in Google Ads, it's important to understand how each match type works and when it's best to use each one. It's also helpful to perform A/B testing to determine which match types work best for your business.

How do I set up keyword matching for my campaign?

Setting up keyword match in your Google Ads campaign is a multi-step process. Here is a basic guide:

1. Keyword Research : Identify the most relevant terms for your business.
2. Choosing a match type : Google Ads offers several keyword match types, including broad, phrase, exact, and negative match. The choice depends on your specific campaign goals.
3. Setting up keyword match : To set up the match type, simply enter the keyword in your campaign settings. For example, for broad match, you just need to type the keyword .
4. Using modified broad match : This option allows you to include essential keywords in the user's search.
5. Add negative keywords: This allows you to exclude searches that are not relevant to your product or service.
6. Campaign Optimization : Using Smart Bidding with Broad Match is critical. This is because every search is different, and bids for each should reflect the unique contextual signals present during the auction.

Written by Moises Hamui Abadi : I am an entrepreneur, founding partner of Viceversa and SoyMacho. After leading several digital businesses and advising several other businesses, I decided to form MHA Consulting, a digital marketing consultancy dedicated to growing and empowering digital businesses in more than 7 countries and generating more than 1,500 million pesos.