Running Google Ads requires you to choose your target keywords. This will allow your ads to appear in the relevant search results.
All your questions about Google ads match type will be answered by
- What are the Google Ads keyword matching types?
- What Google Ads match types do you have?
- How do I choose the best match types for Google Ads
What are the various types of keyword matches?
Google Ads keyword match types determine the level of keyword matching required to allow an advertisement to appear in an auction. You can control which keywords will cause your ads to appear in search results.
Google Ads Match types: Three PPC Keyword Matching Types for Your Ads
The keyword match types have been covered. Let’s now examine the three Google Ads match types you can use in your PPC campaigns.
1. Broad match type
Wide Match is the most common match type in Google Ads. Broad matches reach a wider audience than all other match types.
If a user searches for keywords that contain a word from your key phrases, their ads will be displayed with the broad matching type.
- Gourmet chocolate
- Milk chocolate
- Chocolate mousse
- Coconut milk
Your keywords should only contain one keyword to enable your ad to trigger and appear at the top of search results. While it may not be the exact term you are looking for, it is very similar.
Broad match types: When to use them?
The most restrictive match type in Google Ads is the broad match type. If you want to increase brand awareness or search for relevant keywords to drive clicks, it is best to avoid it.
Your ad might appear for irrelevant results if you have a broad match type. This could lead to your ad appearing for irrelevant results. Your ad can send mixed signals to people who see it in the results.
Some people might click on your ad thinking it is relevant to what they are looking for, but it turns out it isn’t. You pay per click from someone who isn’t interested in your company.
Wide match types can pose a problem. Be sure to monitor your ads and don’t waste traffic.
These ads can be run for a brief time to gain insight into terms that could drive clicks
Note on modified broad matches
Google Ads used to offer a modified broad match option that allowed you to target people with Google Ads. It also allows you to make specific keywords mandatory. This prevents ads from being shown for keywords not related or synonyms. Google has decided to remove modified broad matches and instead incorporate the best features into phrase matching.
Combining both the broad modifier and phrase match options allows you to combine the best of both. This ensures that your website only appears for terms that are relevant to your business.
2. Match Phrase
The next match type in Google Ads is phrase match. Your ads will be displayed in search results if your keywords are searched in the same order you entered them.
Search results that include keywords after or before your keyphrase can show these ads. You might also be able to appear on searches such as
- Gourmet milk chocolate bars
- Gourmet milk chocolate chips
- Gourmet milk chocolate with no sugar
Ads that contain synonyms, plurals, and close variants may also be allowed to appear in searches.
When is the phrase match appropriate?
To find new keywords for your ad, you can use phrase match. This will allow you to expand your keyword list and target similar keywords.
If you are looking for negative keywords, this option is great.
Negative keywords are keywords you don’t want ads to rank for in search results. These keywords are not relevant to your business and don’t want ads to rank for. This keyword match type can help you to identify modifiers you don’t wish ads to appear in search results.
3. Match exact
Exact Match is the last type you can use for keyword matches. Your ad will only display keywords you have targeted.
Searches that include the keyword “gourmet chocolate” will show you results. See for terms like:
- Milk chocolate
- Gourmet chocolate
- Gourmet milk chocolate with no sugar
- Gourmet milk chocolate bars
You can still find search results with plurals and synonyms.
When is an exact match necessary?
This keyword match type is great for those who already have a working keyword group. These keywords can also be used if they are not too expensive.
This is a great option if you don’t have the budget for ads that target new keywords. Your ads will only appear for the targeted keywords.
Exact match is the best Google Ads match type to attract qualified leads. While you may get less traffic if your keywords are not targeted, you will still get more traffic from them.
How do you choose the best keyword match?
It is possible to not choose the right match type when looking through all the Google Ads match types.
- Your ad goal is important. Consider your ad goal.
- Who are you trying to reach? Do you want to reach a broad audience or a particular audience? This information will allow you to choose the most suitable match type for reaching the right people.
- It is important to consider your budget. You can decide whether you want to try new keywords or stick with a particular keyword list.
Use Google Ads Match Types today
Google Ads match types are a great way for you to target more relevant keywords within your business. Kobe Digital can help create PPC ads that reach the most relevant leads to your business.
