Keyword Match Types in Google Ads 

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In Google Ads, keyword match types are very important to determine how carefully an advertiser’s selected keywords must match a user’s search query for an ad to show. There are three different match types that give different levels of control over targeting and reach : exact match, phrase match, and broad match.

Board Match: Your chosen keyword must be mentioned in the queries. With Google advertisements, a broad match casts a broad net, showing advertisements for queries that Google’s algorithm considers relevant. 

Phrase Match: The meaning of your keyword must be included in the query. By displaying advertisements for searches containing an exact word or a similar variation, phrase match helps to narrow down targeting by providing a balance between specificity and reach.

Exact Match: The meaning of your keyword must match the queries. The maximum degree of accuracy is offered by exact match, which only shows advertisements for searches that exactly match the chosen keyword.

Keyword Match Types in Google Ads :

1.Board Match  

When searchers use relevant keywords, your advertisements may appear based on a broad match. Out of all the keyword match types, it offers the most extensive reach.

The following are a few relevancy indications that broad match takes into account:

  • Additional keywords in your package of ads
  • Previous searches made by the user
  • This location of the user
  • The content of your landing page

On Google Ads, broad match is the standard keyword match type. There is no specific remark needed for it.

This indicates that more people who might be interested in your goods or services will see your advertisements. However, there’s a chance it won’t appear for shorter queries.

In order to “help attract searches that are associated with your business and expected to execute within your goals,” Google advises using broad match keywords along with smart bidding.

An AI technology called “Smart Bidding” modifies your bids according to predicted conversions or conversion value.

Similar to other keyword match types, you will only be charged if an ad click occurs.

The possibility of ad snatching exists when utilizing broad match keywords. 

This happens when your ads compete with one another because comparable broad-match keywords show up in several ad groups.

Your groups will automatically include negative terms added using the cross-group negatives tool. To avoid overlaps that might affect your performance.

2.Phrase Match

When searches contain the significance of your keyword , your ads may appear. This is known as a phrase match

This kind of keyword match offers a compromise between relevancy and reach.

In Google Ads, include your keyword in quote marks to indicate phrase match keywords.

Keywords with phrase matching are useful for challenge and brand promotions. because you can make sure that searches mention either your brand or one of your competitors.

3.Accurate Match

When a question and its meaning are the same, only then may your adverts appear. 

Put your term inside square brackets to indicate phrase match phrases in Google AdWords. If industry limitations restrict your advertising to certain terms, phrase-match keywords can be useful.

Types of Keyword Matches for Negative Keywords:

When including negative keywords in your Google AdWords campaign, you can use the same keyword types such as exact match, phrase match, and broad match.

You can set negative keywords to exclude advertisements from showing. The corresponding kinds function somewhat differently,

Negative broad match: If the search query contains your term in any order, your ad won’t appear.

Negative phrase match: If the inquiry contains your keyword in exactly that sequence, your ad won’t appear.

Negative exact match: If the inquiry perfectly matches your term, your ad won’t appear.

Then, you can:

Remove any unnecessary keyword modifiers and other components, such as prepositions.

Add negative adjectives to a campaign or group.

Add cross-group negatives automatically

Eliminate unnecessary keywords.

Save your marketing strategy in a format compatible with Google AdWords. Contact our experts to know more about Google ads.

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