Knowing when to optimize your keyword targeting with phrase match vs. broad match targeting will help you as a search advertising professional reach more targeted audiences, get more clicks from prospective consumers, and get better results from your ad campaigns.
The two main keyword match kinds that enable marketers on the Google Ads platforms to manage which search queries may result in their ads being displayed on the Google search network are broad match and phrase match.
Let's take a closer look at the keyword match types offered by Google Ads so that you can better understand the fundamental distinctions between phrase match and broad match targeting and when to utilize them in your ads.
What do Google Ads' Keyword Match Types mean?
In order to activate relevant ad placements on the Google Search network, keyword match types give digital marketers the flexibility to control how widely or restrictively their target keywords are matched with user search queries.
Below is a summary of the five different kinds of keyword match types that advertisers can use to tailor their keyword targeting.
Broad Match Type
All searches that contain relevant variations of the target keyword phrase may result in the display of ads.
Broad Match Type Modified
The following search terms can all trigger ad placements:
- Are appropriate versions of the target keyword
- Include the keyword phrases that the advertiser specifies using a broad match modifier.
Phrase Match Type
Search queries containing the target term and a few close variations of the target keyword may result in ad placements.
Exact Match Type
The most limited match type is exact match. If you select the precise match option, only users who are searching for the exact target keyword or a closely related term with the same meaning will see your adverts.
Negative Keyword
Advertisers can prevent particular search queries from activating ad placements on their account by using negative match keywords.
Negative keywords assist advertisers in avoiding focusing their ad campaigns on pointless searches, which can increase CTR, raise ad quality scores, and lower advertising costs.
Phrase Match vs. Broad Match Keyword Targeting: What’s the Difference?
Let's now examine more closely how phrase match and broad match targeting work in search advertising. The fundamental Google Ads notation, a representative term, and a potential ad trigger are shown in the chart below for phrase match and broad match type keywords, respectively.
b) Greater Weight is Placed on Term Meaning - When utilizing phrase match targeting, Google checks to see if the meaning or intent of the search query matches the meaning or intent of your target keyword before triggering adverts.
When to Use Phrase Match vs Broad Match Targeting
A fantastic technique to find fresh keywords that might be beneficial for your campaign is to target broad match keywords. By focusing on a variety of search terms, you'll increase your search traffic. You'll be able to connect with a lot of potential customers, and you might find some high-performing keywords that you missed during your PPC campaign's keyword research.
If you lack the time or resources to compile a lengthy keyword targeting list for your campaign, broad match targeting might still be helpful. A small number of keywords can be used to quickly build up broad match targeting for your campaign. Then, using search query analytics, you can find low-performing keywords and add them to your negative keyword list.
When attempting to maximize CTR for keywords that are closely linked to the goods and services you provide, phrase match targeting might be useful. Although there may be less search volume for you, the ad impressions you do acquire will be from more pertinent search queries.
You'll see gains in your downstream conversion rates and improved ad quality ratings that result in a lower cost per click by displaying your advertisement to more relevant users.
Summary
There is no right or wrong option when it comes to picking phrase match vs. broad match keyword targeting for your campaign. If you carefully use all keyword matching choices in the correct manner at the right times, your campaigns will be more effective.
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