On the Google Ads platform, keyword match types are a crucial but frequently disregarded function.
Every digital marketer is aware of how crucial PPC keyword research is when developing a plan for their sponsored search ads, but many are unaware of the impact that keyword match types have on the success of such efforts.
In fact, by selecting the proper match type for each phrase on your list, you can make sure that your ads only show up on the most pertinent searches, hence raising your ad quality scores and CTR while lowering your acquisition costs.
This concise guide has all you need to know if you're not sure how to use keyword match types to your advantage.
What sort of keyword match is there?
On the Google Ads platform, there are various possibilities for keyword targeting called "keyword match types."
Advertisers can choose how widely or strictly their targeted keyword terms are matched with pertinent queries that result in an ad placement by applying them individually to target keywords.
Advertisers can choose between four different keyword match types to alter how their keywords are matched with search queries:
- Broad Match
- Modified Broad Match
- Phrase Match
- Exact Match
Let's briefly go over how advertisers set up keyword match types in their campaigns before we look more closely at how each keyword match type is established, how advertisers may utilize them, and some examples.
How Are Keyword Match Types Set Up by Advertisers?
Marketers must be logged into their Google Ads accounts and have already set up one or more search campaigns in order to configure keyword match types on the Google Ads platform. Marketers must establish ad groups that contain a list of target keywords and relevant adverts before the campaign can be put into action. When adding keywords to a new or existing ad group, keyword match types are used.
Marketers will be asked to type or paste their target keywords when creating a new ad group. Additionally, at this time, advertisers can tailor their keyword targeting by using keyword match types. Advertisers can choose a keyword match type for any keyword by inputting it in accordance with Google's formatting instructions:
The particular formatting and tags that advertisers can use to set up the appropriate keyword match types for each keyword they target in a specific ad group are summarized in this chart.
Now that you know exactly how keyword match types work with Google Ads and how to set them up when creating a new ad group, let's look at each of the four match kinds in more detail to see what they each accomplish.
Explaining Four Types of Keyword Matches
Broad Match
The default keyword match type on the Google Ad network is broad match, as evidenced by the aforementioned chart. Advertisers who neglect to use match type modifiers have all of their keywords set to broad match.
When advertisers choose for broad match formatting, Google may publish an ad for any search query that it deems to be a pertinent version of the target term. Searches with variations or synonyms, exact match searches, and others are included.
Any search query that Google deems to be a relevant version of the target term may result in an ad placement when marketers choose for the broad match option. This covers searches that are an exact match, those that use synonyms or variations of the target keyword, and even those that don't use the keyword at all.
The highest amount of ad placements on the network are possible with broad match, the broadest keyword match type currently allowed.
Modified Broad Match
Modified broad match targeting can give advertisers more control than traditional broad match while still providing a reasonably wide range of potential ad placements.
Broad match modifiers allow advertisers to specify particular terms that must be present in the search query in order to result in an ad placement while Google still targets any relevant variations of the targeted keyword. In the keyword list, these words are identified by placing a plus sign (+) in front of the targeted word.
Two instances of keywords with broad match modifiers are shown in the above chart. In the first, advertisements will only appear if the user's search terms contain the word "digital." In the second, advertisements only appear if the user's search term includes the word "marketing."
Although only when the search contains the word provided by a broad match modifier, Google will nevertheless attempt to display your ad anytime a person searches for your keyword or a closely related alternative.
Phrase Match
The choice of phrase match targeting is more focused and limited than broad match or modified broad match targeting.
In order to use phrase match targeting, advertisers must place a term in their ad group and enclose it in quotation marks. Ad placements can be triggered by searches for the target keyword alone or by searches with closely related variations of the target keyword when this match type is chosen (synonyms, paraphrases, misspellings, etc.).
Additionally, when the chosen phrase appears in a search with the exact same wording, ad placements are more likely to be activated.
Exact Match
Advertisers who select the exact match targeting option will only have their ads displayed when users enter their exact keyword or very similar variations.
An ad placement will not occur for searches that include the target keyword or synonyms, misspellings, related keywords, or the target keyword plus additional keywords.
How to Use the Four Types of Keyword Match
There are no right or incorrect decisions when picking a match type for an advertiser to use for a particular term; instead, the larger picture is all about trade-offs.
The targeting options with the largest range are broad match and modified broad match. Advertisers will see more ad impressions overall, albeit some of those impressions can come from irrelevant queries. Wide-ranging match targeting has been linked to:
- Higher ad impressions with less relevant ads on average
- Reduced CTR
- Greater CPC
- Decreased Quality Score
-Higher CPA
- Lower conversion rates
Phrase match and exact match, on the other hand, are far more limited in terms of how frequently advertising will be triggered. Less ad impressions will be delivered to advertisers, but those that are will be more pertinent and likely to result in a conversion. The following has been linked to exact match targeting:
- Lower ad impressions and increased average relevancy
- Lower CPC and Higher CTR
- Superior Quality Score
- Reduced CPA
- Higher rates of conversion
A lot of ad impressions can be produced with the use of broad match targeting, which can also assist advertisers in finding fresh, profitable keyword opportunities. By only triggering advertisements in response to extremely relevant search queries, other targeting techniques enable marketers to improve their ad quality ratings and reduce acquisition costs.
Summary
When it comes to using keyword match types in your ad campaigns, there isn’t a single match type that clearly surpasses the others.
Instead, it's all about making trade-offs and knowing when it makes sense to increase revenue by either focusing on only the most pertinent terms or by generating a large number of impressions.
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