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Google Ads Match Types: What Are Keyword Match Types and How Should You Use Them

December 05, 2018 by Eternity

Depending on how aggressively or restrictively you want to match advertisements to keyword searches, you can choose your keyword match type when setting up your Google Ads PPC campaign. 

There are four main different keyword match types to choose from when advertising with Google Ads, each with its own advantages and disadvantages. Knowing these keyword match types and how to use them will go a long way towards making your PPC campaigns more successful.

What Are the Different Google Ads Match Types?

Broad Match Type

These are the default match type and the one with the widest reach. With broad match, your ad will appear whenever a user’s search query includes any word in your chosen key phrase, in any order.

This means, if you used the broad term “luxury car” as a broad match. In this case, your ad will be displayed for queries like “luxury cars”, “fast cars”, or “luxury apartments”.

Google may even match your ad to queries based on synonyms--for example, your ad might yet display for queries like “expensive vehicles” which does not have any of terms in your chosen keyword. 

Broad match keywords are the way to go if you want to drive a huge number of clicks, because they offer the widest reach. However, apart from the costs piling up pretty quickly, an obvious downside to broad match is that searchers could click on your ad while querying irrelevant topics--and each click would still cost you. 

To prevent your PPC campaign from nose diving, marketers have to pay attention to ensure that they are not paying for irrelevant traffic that does not convert. You could also try inputting negative keywords (Keywords for which you specifically do not want your ads to rank for) in order to limit the chances of your broad match being displayed for the wrong queries. 

Modified Broad Match

Modified broad match keywords are set by putting a plus (+) sign in front of any or all the terms in your keyword. With modified broad match, any word with + before it must be in a search term for your ad to be displayed.

Broad match modifiers equally promise wide reach, but with more control over where your ad is displayed. You don’t have to put the + sign before every keyword in the keyword--only the ones which you absolutely want in a query before your ad is displayed. 

For example, if you put the BMM keyword +luxury +cars to your account it will only match your search terms to queries that contain the word “luxury” and the word “cars”, or close variants of those words. Order is irrelevant. If you only modify one term--say +cars--the query just has to have the terms “cars” in it, or a close variant, in order for it to match your keyword.

Phrase Match Type 

To set phrase match keyword, you have to use quotes (“”). For a query to match a phrase match keyword it must contain the all the words (or close variants) in the same order without anything in between. Even with this restriction, the query can have other terms before or after the keywords for which you want to match.

For example, the phrase match “Luxury cars” would only match to search phrases that have the words “luxury” and “cars” side by side without any terms in between--even if there are other terms on either side of the phrase “luxury cars”.

Exact Match Type

For the lowest reach but the highest relevance, you can use exact match types. You set exact match types by putting the keywords you want to match in square brackets.

Only search queries that exactly match the keywords you have set will trigger your ad display. This means that if you set exact match keywords, [luxury cars], only the search phrase “Luxury Cars” without any other term in between, before, or after will trigger your ad.

Next Steps

With a proper understanding of when to use the different ad match types, your chances of having a successful ad campaign are boosted. They can increase the efficiency of your targeting as well as reduce the amount you spend on a campaign. Reach out to us here at Eternity to learn more about using Google Keyword Match Type to increase the ROI for your website.

 

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