Keyword Match Types in Google Ads: An Explanatory Guide

Introduction

Your choice of keyword match types for Google ads could make or break your PPC campaign. Marketers running ad or PPC campaigns have a tough time matching keywords based on dynamic users’ queries. Search queries are always changing and evolving, and digital marketers should be mindful of these modifications while choosing keyword matches for ad campaigns.
The basic rule for keyword bidding is choosing a match type that tells Google how closely or broadly to link ads with searches. If you are an aspiring digital marketer, this informative guide is crucial to planning a successful ad campaign strategy for a rewarding ROI.

Why to put Keywords in Google Ads?

Selecting keywords in Google Ads can positively or negatively impact your ad campaign. Hence, it is crucial to be strategic while selecting keywords, as they directly affect the appearance of ads against searches.
Strategic insertion of keywords in Google ad copy helps make your ad more relevant to the target audience - the niche that is looking for exactly what you are offering.
While the right types of keywords can drive relevant traffic, improve engagement, and increase your return on investment (ROI) - poor keyword choices may result in wasted ad spend. Thus, your chosen keywords should match the searches entered by your target audience to ensure better results for your campaign.

What are Keyword Match Types?

In digital marketing, keyword match types define how precisely Google Ads match your keywords to user search queries. There are three main types:

• Broad Match (shows ads for related terms, offering wide reach)
• Phrase Match (ads appear when a search includes your keyword phrase in order, but may include additional words)
• Exact Match (ads show only for precise or close variants of your exact keyword)

Choosing the right match type helps optimise ad spend and target relevant audiences.

Types of Keyword Matches

As you already know the types of keyword match types, let’s discuss each type in detail. Each of the types: broad, phrase, and exact is used differently based on specific marketing goals. Here is the breakdown of each:

1. Broad Match Keywords:

This is the default and least restrictive match type. Ads can show for searches that include any word related to your keyword, even if they don’t match exactly. For example, targeting “irrigation specialists” might show ads for “commercial irrigation services.”
Pros:
• It offers the widest reach

Limitation:
• Might result in less relevant traffic

The advice is to use negative keywords to avoid unrelated clicks​.
Bonus Tip: If you are a large-budget advertiser with a substantial budget and are willing to test broadly, use the broad match keyword type. A solid negative keyword strategy paired with smart bidding is crucial.


2. Phrase Match Keywords:

Ads appear for searches that include the meaning of your keyword, either exactly or in a similar way. For example, “irrigation specialist” could match “residential irrigation expert.”
Pros:
• More specific than broad matches
• Flexible enough to capture similar phrases
• Good balance between reach and relevance​

Limitation:
• Might churn out irrelevant results

Bonus Tip: Phrase match is ideal if you are targeting the audience looking for your specific product and related products.


3. Exact Match Keywords:

This is the most precise match type, showing ads only when the search query matches the keyword exactly or has very close variations (e.g., “irrigation specialist” and “irrigation specialists”).
Pros:
• Maximum relevance​

Limitation:
• Restricts the number of ad impressions

Bonus Tip: Using exact match terms ensures your ads and landing pages are highly relevant and targeted. Pairing this with a deep understanding of keyword intent can help you cater to specific customer needs. The trade-off is that it may reduce the number of searches your ads appear for.

Tips to choose the right keyword Match for Ads

Tools like Google Ads Keyword Planner can help, but understanding the context of keyword match types will empower you to derive more informed decisions for ad copies. Here are five tips to guide you:

1. Understand the Types of Keyword Matches: As discussed above, there is a diverse range of keyword match types. Each serves a unique purpose in controlling how closely search queries must match your keywords to trigger your ads. Consider the pros and cons of each before choosing a compatible one for your ad campaign.


2. Leverage AdWords Keyword Planner for Research: The AdWords Keyword Planner is a great tool for discovering new keyword ideas and understanding search volume and competition. Count on it to find a balance between high-search-volume keywords and those with lower competition.


3. Start with Broad Match for Greater Reach: When you’re new to a campaign, starting with broad match keywords can give you exposure to a larger audience. However, keep a close eye on performance, as this match type might attract less relevant traffic.


4. Refine with Phrase and Exact Match: As your campaign matures, use phrase match and exact match to narrow down your audience. This will help target users who are more likely to convert, as these matches ensure greater relevance to the search queries.


5. Include Negative Keywords: Use negative keywords to filter out unwanted traffic. This prevents your ads from appearing for irrelevant queries, improving your ad’s performance and saving your budget from wasted clicks.

Conclusion

Now that you know the nitty gritties behind keyword match types, it’s time to excel in your keyword mapping skills under the master guide of DataSpace Academy’s experienced mentors. Sign up for our top-rated digital marketing course with certificate to boost your ad campaign performance and ROI.