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 must be prepared to capture these unique opportunities.

What are the Keyword Match Types in Google Ads?

There are four types of keyword matches in Google Ads:

  1. Broad Match : This is the default match type and the one with the broadest scope. If your keyword is “women's shoes”, your ad can appear in searches such as “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 may appear for searches like “buy women's shoes” or “women's shoes on sale,” but not for “women's high-heeled shoes.”

  3. Exact Match : Your ad can appear on searches that match the term exactly or are very close variations of that term, without additional words. If your keyword is “women's shoes,” your ad will only appear in searches for “women's shoes” or very close variations like “women's shoe.”

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

How to Choose the Right Keyword Match Type?

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

However, if you are 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. 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 in my campaign?

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

  1. Keyword research : Identify the terms most relevant to your business.
  2. Choose your match type : Google Ads offers several keyword match types, including broad, phrase, exact, and negative match. The choice depends on your specific campaign objectives.
  3. Setting up keyword matching : To set up the match type, simply enter the keyword in your campaign settings. For example, for broad match, you only 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 essential. This is because each search is different, and the bids for each search should reflect the unique contextual indicators 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 enhancing digital businesses in more than 7 countries and generating more than 1,500 million pesos.

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