Google Ads Match Types: What Are Keyword Match Types?

Introduction

Google Ads (formerly AdWords) is a valuable tool for getting people's attention to your business at the most opportune moment as they search for your services. To make your Google Ads campaigns as effective as possible, you first need to understand the different match types you can assign to your keywords. Simply put, match types assign parameters to each keyword to control the relevance of Internet users' queries that Google needs to show your ads in search results. For each keyword added to your Google Ads account, you can choose from one of five different match types: exact match, phrase match, or broad match. Depending on the type you choose, your ad will appear in Google's search results when users search for a keyword-specific or more general query. If you choose a targeted match type. For example, an exact match means that people who see your ad are looking for exactly what you're promoting, which makes your ad more relevant. However, if you select a more general match. For instance, a broad match increases the number of individuals who will view your advertisement, but some of that audience may find it pertinent. 

Keyword match types in Google Ads (formerly AdWords)

What most people don't realize is that the keyword match type you choose affects the results you get. Keywords in AdWords (now his Google Ads) have 5 different match types. You need to know each type in detail so that you can make the right decisions about which types to add to your campaign.

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The top five keyword match types are:

Broad match

Broad match keywords do not include modifiers (the keyword must not be enclosed in quotes or parentheses) when addressed. A broad match keyword matches all search terms related to the target keyword. They scale campaigns and are useful for advertisers with big budgets.

Phrase match

Phrase match shows your ad for searches that have the same meaning or a more specific form of your keyword. Words can be added before or after keywords, but not between them. The syntax calls for the target word to be enclosed in quotation marks. If the matching keyword is "iPhone cases", it may appear in searches for "buy iPhone cases", "blue iPhone cases", or "sell iPhone cases". Phrase match allows you to show your ads to a small audience, but it's a more nuanced audience as it only appears on searches that include your ad.

Exact match

The opposite of broad match keywords is exact match keywords. As the name suggests, these keywords are based on your exact search query and terminology and include (or almost) every last detail. Your search query must match your keywords exactly for the search engine to trigger your ad. This makes it the most difficult type of keyword match to conquer. However, traffic generated from exact-match keywords is highly selective and easy to convert.

 

Broad Match Modifier

Broad match modifiers are similar to broad match keywords but more sophisticated. This type precedes each term of a keyword that you want to include in a user's search query with a plus sign (+). So your ad will only show if your search contains +[keyword].

Negative match

Negative matches are used to prevent your ads from appearing on irrelevant searches that appear similar. You can target specific searchers and increase your return on investment by prefixing terms you don't want your ads to show with a minus sign (-).