Google Ads Keyword Match Types
Nick Czerwinski
PPC & Local SEO Specialist
Google Ads keyword match types play the most vital role in digital marketing as they drive clicks and attract audiences more likely to convert.
However, having the right keywords is not the only requirement for a successful digital marketer with Google Ads. With the Google Ads platform, it’s also about how to use your keywords strategically. How you use your keywords makes all the difference between a high-converting campaign and one that almost made it but needed the tools to be great.
Keyword match types specify how closely a user’s search query needs to match a keyword for the ad associated with that keyword to be shown. Google Ads has four main keyword match types: broad match, phrase match, exact match, and negative match.
Broad Match: The most general match type found within Google Ads will match a search query to a keyword if it contains any keywords in any order. It will also match synonyms and related searches.
Phrase Match: A more specific match type that will match a search query to a keyword if it contains the exact keyword in the same order.
Exact Match: The most specific match type and will match a search query to a keyword only if it is the exact keyword.
Negative Match: Prevents your ads from showing up for specific search queries by indicating the terms that should be excluded from showing the ads.
In this post, we’ll go over the following:
- Why match types matter
How match types improve conversions - The pros and cons of using each match type
- How to use a combination of match types for better results
Broad Match Keywords
Broad match keywords are the default match type within Google Ads and are labeled as keywords not accompanied by “” or []
With broad match keywords, the advertiser tells Google to enter any auctions with searches containing the targeted keywords, synonyms of the keyword targeted, or similar phrases or variations relevant to the targeted search term.
When you use broad match keywords, your ad can show for any search that includes the words in your keyword phrase, in any order, and other words before, after, or between them. This is the most flexible and least restrictive keyword-matching option in Google Ads.
For example, if you were to sell running shoes and target the phrase running shoes as your keyword, your ad would enter the auction for searches like “athletic footwear” or “sneakers for running” as they are similar or a variant of the targeted keyword.
Beware Of Broad Match Keywords
While using broad match keywords in Google Ads can increase the potential reach of your ads, it can also increase the likelihood that your ads will show for irrelevant search queries.
If you use broad match keywords, your ads can show for search queries that are only loosely related to your products or services. This can lead to a higher number of irrelevant clicks, which can waste your ad budget and lower your return on investment. Additionally, it can also result in a lower click-through rate (CTR) and Quality Score, which can negatively affect the performance of your ads.
Therefore, if you want to optimize your ad spend, use more restrictive keyword match types, such as phrase match or exact match. This will help ensure that your ads only show for search queries more likely to be relevant to your products or services.
Additionally, you can use negative keywords, which are keywords that you want to exclude from your campaigns so that the ad is not shown when a search query includes them. This can help you fine-tune your targeting and reduce the number of irrelevant clicks.
Phrase Match Keywords
In Google Ads, a “phrase match” keyword is a type of keyword matching option that allows your ad to show when a search query contains the exact phrase of your keyword, or close variations of it, in the exact order.
When you use phrase match keywords, your ad can show for search queries that include the exact phrase of your keyword or close variations of it. For example, if you were to use the phrase match “running shoes,” Google would enter your ad in auctions for searches such as “buy running shoes online” or “best-running shoes for beginners,” but not “shoes best for running” as the phrase “running shoes” is not in the correct order.
Phrase match is an excellent option to reach a specific audience. However, it still allows for flexibility in how the keyword is used. It allows for more control and a targeted audience than broad match but still allows for variations, synonyms, and other words in the search query.
Suppose you’re running an ad campaign for a specific product or service and want to ensure that your ad only shows search queries closely related to that product or service. In that case, you should use phrase match keywords.
The Benefits Of Phrase Match Keywords
Phrase match is a widely used match type because it eliminates the potential for irrelevant traffic that can come with using broad match and allows the advertiser to target potential customers via search intent. With phrase match, your ad will only be shown for search queries that include the exact phrase of your keyword or close variations of it in the precise order. Your ad is more targeted and reaches a more specific audience.
Compared to [exact match], phrase match is more flexible and gives Google more room to discern the relevance of a search query. It captures a wider audience and is more effective at eliminating irrelevant traffic than a broad match.
Phrase match may drive less search volume than broad match, but it will drive higher-quality traffic with a better chance of converting. This is because the ad is targeted to a specific niche, and your budget will be more effectively spent on relevant traffic.
For these reasons, we recommend setting up your campaign using phrase match keywords and then branching out and utilizing broad match and exact match keyword match types as your experience with the platform increases and you have built up a negative keyword list to eliminate irrelevant searches.
However, it is worth noting that phrase match is only sometimes the best option, as it can still result in some irrelevant traffic. Checking your Google Ads campaign daily and adding irrelevant searches to your negative keyword list is a surefire way to optimize your campaign.
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Exact Match Keywords
Exact match keywords are the strictest match type within Google Ads and are labeled as keywords accompanied by brackets [].
In Google Ads, an exact match keyword is a type of keyword matching option that allows your ad to show only when a search query matches your keyword exactly, word for word, and in the same order.
When you use exact match keywords, your ad will only be shown for search queries that exactly match your keyword. For example, if you were to exact match the phrase [running shoes], your ad would only be shown for the search “running shoes” and not for any related searches, synonyms, or misspellings.
Exact match is the most restrictive keyword matching option in Google Ads. Still, it can be the most effective at reaching a highly targeted audience. It’s ideal when you want to ensure that your ad only shows for a specific search query and avoid any potential for irrelevant traffic.
The Benefits Of Exact Match Keywords
While exact match keywords may be the most restrictive keyword type Google Ads has to offer, there are several benefits to using exact match keywords in Google Ads:
High relevance: Exact match keywords are the most restrictive keyword matching option in Google Ads, which means that your ad will only be shown to users searching for the exact keyword you’ve chosen. This can increase your ad’s relevance, leading to higher click-through rates (CTR) and lower costs per click (CPC).
Greater control: Using exact match keywords gives you greater control over when and where your ads are shown. This can help you avoid wasted ad spending on irrelevant traffic.
Higher conversion rates: Because your ads will only be shown to users searching for the product or service you’re advertising, you may see higher conversion rates than you would with more general keywords.
Cost savings: Exact match keywords can help you save money on your Google Ads campaigns. Because your ad will only be shown to users searching for a specific product or service, you’ll be more likely to get relevant traffic, leading to higher conversion rates and a better return on investment.
Better Quality Score: Quality score is how Google assigns a value to a keyword and measures an ad’s relevance to a keyword. Exact match keywords typically have a higher Quality Score than broad match or phrase match keywords, as it more closely aligns with the user’s search.
The Benefits Of Exact Match Keywords
By using exact match keywords, you can target a smaller, specific audience which can reduce overall costs, even though you may pay more per click. However, you should remember that this approach limits the number of impressions your ads receive and the number of people your ads are seen by, resulting in missed opportunities for valuable keyword-related traffic and a lack of valuable data.
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Negative Keywords
In Google Ads, negative keywords are keywords that you specify to prevent your ad from being shown when a particular search term is used. These keywords help ensure that your ads are only shown to people who are likely to be interested in your product or service.
For example, if you are selling running shoes but don’t want your ad to appear for searches relating to running events, you would add the keyword “marathons” as a negative. When the negative “marathons” is added to the negative keyword list, your ad will not be entered in any auctions with the word marathon, even if the search is “best-running shoes for marathons.”
Negative Keywords play a vital role in your Google Ad account performance. They allow the user to target potential customers lower in the funnel who are ready to buy and exclude others.
If you want to take your Google Ad performance to the next level, use negative keywords to target your audience by intent.
How To Optimize Broad Match Keywords Using Negatives
In Google Ads, negative keywords are keywords that you specify to prevent your ad from being shown when a particular search term is used. These keywords help ensure that your ads are only shown to people who are likely to be interested in your product or service.
Using broad match keywords in Google Ads can be beneficial because it allows your ads to be shown for a more comprehensive range of search terms. Broad match keywords are not as restrictive as exact match keywords. They allow your ads to show for close variations, synonyms, and related terms. This can increase the reach of your ads and result in more potential clicks and conversions.
However, one downside is that this can also lead to ads being shown for search terms irrelevant to your product or service, resulting in wasted ad spend and low-quality leads. To combat this, adding a negative keyword list can help you to refine your targeting further and reach your desired audience more effectively. By identifying and adding non-relevant keywords to your campaign’s negative keyword list, you can prevent ads from being shown for those terms. This can improve your campaign’s performance by increasing your ads’ relevance and reducing the cost per click.
So, using broad match keywords in combination with a negative keyword list can increase the reach of your ads but also allow you to better control the terms your ads are shown for, resulting in higher-quality leads and a better return on investment.
How To Optimize Phrase Match Keywords Using Negatives
Unlike broad match keywords, which cast a wide net by embracing various word variations, synonyms, and related terms, phrase match negative keywords introduce a layer of specificity. They require that the designated phrase appears in the search query in the exact order you specify, allowing minimal room for variations. This precision can be likened to a finely tuned instrument, offering advantages and challenges.
On one hand, phrase match negative keywords ensure that your ads are displayed to highly relevant audiences. By excluding search queries that don’t closely align with your offerings, you reduce the risk of wasted ad spend and attract leads with a genuine interest in your product or service. However, this precision comes with a caveat – it might slightly limit the reach of your ads compared to broad match.
How To Optimize Exact Match Keywords Using Negatives
Exact match keywords demand an exact, letter-for-letter match with the search query, leaving no room for variations or synonyms. This precision can be a double-edged sword. On one hand, it ensures your ads are shown to highly relevant audiences, reducing the risk of wasted ad spend. On the other hand, it may limit the reach of your ads.
However, to maintain control over your ad’s exposure without entirely sacrificing reach, you can strategically implement exact match negative keywords. These keywords enable you to refine your targeting even further by excluding specific, highly irrelevant search queries.
Finding The Right Fit For You
Setting up your Google Ads campaign with suitable PPC keyword match types is a process that requires experimentation and ongoing refinement. One of the critical elements of this process is testing different match types to see which ones perform the best for your campaign. This may involve trying out different combinations of broad match, phrase match, exact match, and modified broad match and using negative keywords to exclude irrelevant search terms.
It’s important to remember that the advertising landscape is constantly changing with new technologies and emerging consumer habits. As a result, it’s essential to stay up-to-date with the latest developments in the field, including changes to Google’s algorithms and match type options. For example, the broad match modifier match type was popular among advertisers until it was phased out in 2021 and replaced by expanded phrase match to match more queries.
As an advertiser, it’s essential to be adaptable and open to new approaches. Instead of getting bogged down in the details, try approaching your campaigns with experimentation and fun. By staying up-to-date with the latest developments and being willing to try new things, you can stay ahead of the curve and achieve success with your Google Ads campaigns.
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