Your Complete Guide to Google Ads Keyword Matching
What’s in this article
- The article explains the different Google Ads keyword match types — namely Broad Match, Phrase Match, and Exact Match — and how they affect when and where your ads appear.
- It highlights the importance of using negative keywords to exclude unwanted search queries, avoid wasted ad spend, and improve ad relevance.
- The article shows how selecting the right match type helps solve common issues in ad campaigns — such as wasted budget from irrelevant clicks, poor targeting, low click-through or conversion rates, and bad data for performance analysis.
- It recommends that your choice of match types should align with your campaign goals, budget and audience — for example using Broad Match for discovery and reach, Phrase Match for a balanced reach-control mix, or Exact Match for precise targeting and high intent.
Running a successful Google Ads campaign starts with selecting the right keywords, but choosing keywords alone is not enough. You also need to understand Google Ads keyword types to control when and where your ads appear. By choosing the right keyword match types for your campaigns, you can optimise your ad spend, reach the right audience, and improve your conversion rate and overall campaign performance.
Understanding Keyword Match Types in Google Ads
Google Ads keyword match types determine how closely a user’s search query needs to match the selected keywords for your ad to be triggered. The three primary types of keywords in Google Ads are:
- Broad Match
- Phrase Match
- Exact Match
Each of the keyword match types in Google Ads serves a different purpose, and the right choice depends on your campaign goals. Broad match provides the widest reach, as it allows your ad to show for searches that are related to your keyword, even if the exact words aren’t present in the search query. Phrase match ensures that your ad appears when a user’s search includes the meaning of your keyword, even if the order of words varies or additional terms are present. Finally, exact match provides the highest level of control by displaying ads only for searches that have the same meaning or intent as the chosen keyword.
Broad Match
Broad match allows your ad to show on searches that relate to your keyword, even if the search query doesn’t contain the exact words. This match type provides the widest reach, as it captures synonyms, related terms, and variations of your keyword.
Example: A broad match keyword like dental clinic could trigger ads for searches such as walk in dentist near me or dental office near me.
While broad match can help discover new search terms, it requires careful monitoring and the use of negative keywords to prevent wasted spend on irrelevant clicks.
Pros:
- Maximum reach for your ads
- Captures a variety of search queries, including synonyms and related terms
Cons:
- Might result in irrelevant traffic and wasted budget
- Requires careful monitoring and negative keyword use to avoid unnecessary clicks
Best Practices:
- When using broad match, start with a small budget and analyse performance before scaling.
- Use negative keywords to exclude unrelated search terms.
- Monitor search term reports regularly to refine targeting.
Phrase Match
When using phrase match, your ads appear when a search includes the meaning of your keyword, even if the order of words varies or additional words are included.
Example: If your phrase match keyword is “skin care clinic,” your ad may show for searches like skin specialist or skin care doctor near me.
Phrase match offers a balance between reach and control, as it allows for flexibility while still maintaining relevance. By using this match type, you can target more specific searches compared to broad match while avoiding overly restrictive targeting.
Pros:
- More control than broad match while still allowing variations
- Captures searches that include the meaning of your keyword, not just exact phrases
Cons:
- May miss out on relevant searches that don’t contain the exact phrase
Best Practices:
- Use phrase match to target specific keyword meanings while allowing flexibility.
- Combine with negative keywords to prevent showing on irrelevant searches.
- Regularly review performance to adjust keyword strategies.
Exact Match
With exact match, your ads only appear for searches with the same meaning as your keyword, providing the highest level of precision.
Example: An exact match keyword like [eye wrinkle treatment] may trigger ads for eye wrinkle injections, but not for unrelated searches like forehead wrinkle treatment.
While exact match type ensures maximum relevance and can lead to higher conversion rates, it also limits reach. This match type is ideal for targeting high-intent users who are searching for specific products or services.
Pros:
- Leads to higher relevance and potential conversion rates
- Reduces wasted ad spend on irrelevant traffic
Cons:
- Limited reach compared to other match types
- May miss out on useful variations of search queries
Best Practices:
- Use exact match for highly specific keywords with strong intent.
- Ideal for campaigns with well-defined target audiences and clear goals.
- Continuously analyse and refine performance for the best results.
Negative Keywords
Negative keywords prevent your ads from showing for certain searches, ensuring you don’t waste budget on irrelevant clicks.
Example: If you specialise in dermal fillers and use the negative keyword laser, your ads won’t show for searches like laser skin clinic.
Types of Negative Keywords:
- Negative Broad Match excludes searches containing all negative keyword terms in any order.
- Negative Phrase Match blocks searches that include the exact phrase in order.
- Negative Exact Match prevents ads from showing only for searches that exactly match the negative keyword.
Best Practices:
- Regularly review search term reports to find and add negative keywords.
- Use negative keywords to improve ad relevance and avoid wasted spend.
- Continuously refine your list to align with campaign goals.
Need help with your Google Ads campaigns?
At Heart Digital, our team have extensive experience in running Google Ads campaigns to help local businesses grow and succeed online. Get in touch to discuss how we can help you.
Google Ads Challenges You Can Solve with the Right Match Type
Selecting the right match types of keywords in Google Ads can help you overcome common challenges in your pay-per-click (PPC) campaigns. Here are some of the most common issues that can be resolved or significantly improved with proper match type selection:
1. Wasting Budget on Irrelevant Clicks
Use exact match for precise targeting, phrase match for controlled flexibility, and apply negative keywords to filter out irrelevant searches.
2. Poor Ad Targeting
Match types help refine targeting. Phrase match balances reach and relevance, while exact match ensures your ads only show for highly relevant searches.
3. Low Click-Through Rates (CTR)
Irrelevant impressions hurt CTR. Choosing exact and phrase match ensures your ads only show to users with the right intent.
4. Low Conversion Rates
Using exact match prevents unqualified clicks, while phrase match allows meaningful variations that still match user intent.
5. Not Tracking or Analysing Performance
A well-structured keyword matching strategy leads to cleaner data. It makes it easier to analyse campaign performance and adjust accordingly.
Choosing the Right Match Type for Your Campaign
Your keyword match type strategy should depend on your goals, budget, and target audience. Here’s how to decide:
- For broad reach and discovery, use broad match with a strong negative keyword strategy.
- For balanced targeting, use phrase match to allow variations while keeping relevance.
- For precise targeting, use exact match to target high-intent searches with better conversion potential.
- For maximum control, use a mix of match types and adjust your campaign based on performance data.
By choosing the right keyword match types and strategic Google Ads management, you can improve targeting, reduce wasted spend, and drive better results. Remember, you can adjust your Google Ads keyword types anytime. Just go to your ad groups, select the keywords you want to modify, and update their match types as needed.
Do you need expert help with Google Ads management? Our team can optimise your campaigns for maximum ROI. We also offer SEO services to complement your paid search efforts and boost your online presence. Get in touch today!
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