Understanding Google Ads Keyword Match Types

Choosing the right match type can make all the difference in how your ads perform and how much you spend. 

Broad Match: Casting a Wide Net

Broad match is like that friendly, outgoing neighbour who loves to chat with everyone on the street. It's the most inclusive match type, allowing your ads to show for a wide range of searches related to your keyword, even if those searches don't include the exact keyword itself.

For example, if your keyword is "women's shoes," your ads might show for searches like:

• "buy shoes for women"
• "ladies' footwear"
• "best shoes for walking"
• "comfortable shoes for work"

As you can see, broad match gives you the widest reach, which can be great for discovering new search terms and reaching a larger audience. But it also means your ads might show for less relevant searches, potentially wasting your budget on clicks that aren't likely to convert.

When to Use Broad Match

Broad match can be a good option when:

• You're just starting out with Google Ads and want to explore a wider range of search terms.
• You have a limited budget and want to maximise your reach.
• You're targeting a broad audience with diverse search habits.
• You're confident that your ads and landing pages are relevant to a wide range of searches related to your keyword.

Phrase Match: A Bit More Selective

Phrase match is like that friend who's a bit more discerning about who they hang out with. It's more restrictive than broad match, allowing your ads to show only for searches that include your keyword in the exact order you've specified, but with additional words before or after.

So, if your keyword is "women's running shoes," your ads might show for searches like:

• "best women's running shoes"
• "women's running shoes for sale"
• "buy women's running shoes online"

Phrase match offers a good balance between reach and relevance. You're still casting a fairly wide net, but you're also ensuring that your ads are showing for searches that are more likely to be relevant to your offerings.

When to Use Phrase Match

Phrase match can be a good choice when:

• You want more control over when your ads are shown than with broad match.
• You're targeting a specific audience with more predictable search patterns.
• You want to avoid your ads showing for completely irrelevant searches.
• You have a moderate budget and want to balance reach with relevance.

Exact Match: The Precision Expert

Exact match is like that close friend who only wants to hang out with you and no one else. It's the most restrictive match type, allowing your ads to show only for searches that exactly match your keyword, with no additional words.

So, if your keyword is "women's black leather boots," your ads will only show for searches that use that exact phrase.

Exact match gives you the most control over when your ads are shown, ensuring that you're only reaching the most qualified potential customers. But it also means you'll have a much smaller reach, potentially missing out on valuable opportunities to connect with a wider audience.

When to Use Exact Match

Exact match can be a good option when:

• You have a very specific product or service that people are likely to search for using a specific phrase.
• You want to maximise your conversion rate and minimise wasted ad spend.
• You have a larger budget and can afford to focus on highly targeted searches.
• You're confident that you know exactly how your target audience is searching for your offerings.

Choosing the Right Match Type: A Balancing Act

Often, a combination of match types is the most effective strategy. You might start with broad match to cast a wide net and gather data on search terms. Then, as you learn more about your audience's search behaviour, you can refine your targeting with phrase match and exact match keywords.

Don't Forget Negative Keywords

Negative keywords are your secret weapon for refining your targeting and preventing your ads from showing for irrelevant searches. Use them in conjunction with your chosen match types to create highly targeted campaigns that maximise your ROI.

Google Ads Match Type Best Practices

Here are a few extra tips to help you master keyword match types:

Use a keyword research tool

Tools like Google Keyword Planner, SEMrush, and Ahrefs can help you identify relevant keywords and estimate their search volume.

Analyse your search terms report

Regularly review your search terms report to see the actual searches that triggered your ads. This can help you identify new keywords, refine your match types, and add negative keywords.

Test and refine

Don't be afraid to experiment with different match types and monitor your campaign performance to see what works best for your business.

Keyword match types are a fundamental aspect of Google Ads. By understanding how they work and choosing the right match types for your campaigns, you can effectively target your audience, maximise your budget, and achieve your marketing goals.

Want to create a Google Ads strategy that gets you results? Get in touch with Childsey and let's have a chat.