Ultimate Keyword Match Type Guide – How to Use Tips & Tricks

You might think that choosing the right keywords for your ad targeting is the most crucial step in your digital advertising campaign. While it’s undoubtedly essential, the work doesn’t stop there. To ensure you’re effectively reaching your target audience in Google Search, you need to select the appropriate keyword match types. These match types determine how closely your chosen keywords align with the actual search queries entered by users, allowing you to fine-tune your campaign’s precision.

Understanding the different types of keyword matches available in Google Search is paramount to the success of your advertising efforts. Each match type offers distinct strengths and weaknesses that must be carefully considered before launching your campaign. By leveraging the right match types, you can effectively optimise your ad spend, increase click-through rates, and drive relevant traffic to your website.

In this blog post, we’ll delve into the world of keyword match types, exploring their significance and impact on your Google Search advertising campaigns. We’ll discuss the various options available and provide insights into their unique characteristics. By the end of this article, you’ll have a comprehensive understanding of how different match types function and how to leverage them effectively to target the right audience.

Keyword match type is a fundamental aspect of pay-per-click (PPC) advertising campaigns, specifically within Google Ads. It serves as a parameter that helps determine the degree of closeness between a user’s search term and the keywords you have selected for your campaign. By choosing the appropriate match type, you can effectively control the targeting of your ads and ensure they are displayed to the right audience.

When you create a PPC campaign, the process of selecting suitable keywords is only the beginning. To optimise your campaign’s performance and reach, you must consider how those keywords are matched to the search queries entered by potential customers. This is where keyword match types come into play.

Google Ads Match Type A

Why use Match Type?​

Understanding keyword match types is vital in ensuring that your ads reach the right people at the right time. Match types play a crucial role in refining your targeting, allowing you to narrow or widen the audience you want to reach. Both keyword selection and match types are instrumental in effectively targeting users as they search on Google.

When it comes to specificity and targeting a particular niche, phrase matches and exact matches are the optimal choices. These match types enable you to be precise and hone in on a specific audience segment. If you have no strict preference or desire for more flexibility, broad match types may be better suited for your needs.

The selection of appropriate keyword match options can significantly impact the quantity and quality of traffic you receive, helping you strike the ideal balance between volume and profitability. Broader keyword matching options generate more traffic, casting a wider net, while narrower keyword matching options provide a more targeted approach.

By understanding the nuances and implications of different match types, you can make informed decisions to optimise your ad campaigns. This includes aligning your objectives, target audience, and desired reach with the most suitable match type.

In conclusion, selecting the right keyword match types is essential for achieving a successful advertising campaign. It allows you to refine your targeting strategy, ensuring your ads reach the intended audience with precision and efficiency. Whether you opt for narrower or broader matching options, understanding the trade-offs and benefits associated with each match type is key to maximising the quantity and quality of traffic, ultimately leading to improved campaign performance and profitability.

Types of Keyword Match Type

Keyword match types are used in online advertising platforms, such as Google Ads, to control how closely a user’s search term must match a keyword for an ad to be triggered. Keyword match type means the level of matching you want between your ads and user queries by providing guidance to Google on how wide or narrow the matching should be. 

Google Ads offers three distinct keyword match types:
1. Broad match
2. Phrase match
3. Exact match

Each match type has its own set of advantages and disadvantages within your Google Ads account. It is important to note that as time progresses, particularly with the introduction of automated bidding, the boundaries between match types have become increasingly blurred.

As a result, it may be necessary to complement your chosen match type with negative keywords to ensure optimal keyword selection for the search queries entered into Google. This approach allows you to further refine your targeting and improve the relevance of your ads.

Understanding the nuances and trade-offs associated with each keyword match type is crucial for effective campaign management. By carefully considering the strengths and limitations of each match type, along with the potential need for negative keywords, you can maximise the effectiveness of your PPC campaigns and achieve better results.

Google Ads Match Type

Broad match type

Broad match is the default keyword option in Google Ads, designed to reach a wide audience. With broad match, your ad can appear whenever a user’s search query includes any word in your key phrase, even if they are not specifically searching for that exact term. For instance, if you use broad match on the keyword local accountant, your ad might be displayed alongside search results for terms like local bookkeeper or even related terms such as “accountant near me” or “accountancy services”

Using broad match keywords can be an effective way to drive more clicks and increase your ad’s visibility. Broad match keywords can be a powerful tool to drive more clicks and increase your ad’s visibility. It allows you to cast a wider net and capture potential customers who may use variations or related terms in their search queries. However, it’s crucial for advertisers to exercise caution and regularly monitor their search query reports. This helps to avoid paying for irrelevant traffic that is unlikely to convert into meaningful engagements or conversions.

However, it’s important for advertisers to regularly monitor their search query reports to avoid paying for irrelevant traffic that is unlikely to convert. One useful technique to prevent your ad from being shown on unrelated searches is by utilising negative keywords. These are specific terms that you can exclude from triggering your ad, ensuring that your budget is allocated towards more relevant searches.

Phrase match type

Phrase match is a keyword match type in Google Ads that offers advertisers a balance between precision and reach. It provides greater control compared to broad match, while still allowing for wider targeting.

With phrase match, your ad can be triggered by queries that contain synonyms, plurals, or close variants of your chosen keyword phrase. For example, if you are targeting the key phrase “accounting services,” your ad could now also be displayed for searches like “accounting consulting service” or “accounting companies near me.”

It’s important to note that, as of 2021, Google has made changes to the match types. Modified broad match has been merged with phrase match, essentially making them operate similarly. Google has stated that modified broad match will now act like phrase match, which in turn functions more like the old modified broad match.

This shift means that your phrase match keywords will now cover a wider range of queries, expanding the potential reach of your ads. By encompassing related terms and variations, you have the opportunity to connect with a broader audience who may be searching for products or services related to your chosen keyword phrase.

As an advertiser, it is crucial to review and optimise your keyword strategy accordingly. Regularly monitoring your search query reports will help you identify relevant search terms and optimise your campaigns for better performance and relevancy.

In conclusion, phrase match allows advertisers to strike a balance between precision and reach, enabling them to expand their targeting while maintaining control. By embracing the wider range of queries covered by phrase match, you can reach a larger audience and increase your ad’s visibility. Adapt your keyword strategy to capitalise on this change, refining your campaigns for optimal results and improved targeting in Google Ads.

Exact match type

Exact match is the most precise and specific keyword match type available in Google Ads. It ensures that your ad will only be eligible to appear when users enter your Match Keyword exactly as it appears. For instance, if your exact keyword phrase is “accountant company,” your ad will only be triggered when a user searches for “accountant services provider” in that precise order, rather than terms like “accountant services,” “accountant provider,” or broader phrases such as “accountant near me.”

It’s important to note that recent changes by Google have introduced some flexibility to the concept of exact match. Although you may be using exact-match keywords, your ads may still show for searches containing synonyms or similar terms. To gain a deeper understanding of these adjustments, I recommend reading the related article.

Traditionally, exact match has meant that your ad would only be displayed when there is an exact match between your chosen keywords and the user’s search query. However, Google has made certain updates to introduce a bit more flexibility in recent times.

The advantage of using exact match lies in the fact that users who click on your ad are more likely to be genuinely interested in what you’re offering. This precision helps improve the relevance of your ads and can lead to higher conversion rates. However, it’s important to note that exact match may result in lower traffic volume due to the specificity of the queries it targets.

To provide some balance, Google has expanded the capabilities of phrase match to include synonyms and close variants. This update grants you some leeway in your targeting approach, allowing for broader reach while maintaining a level of precision.

In conclusion, exact match provides advertisers with the ability to achieve precise targeting, ensuring their ads are shown to users who specifically search for their chosen keywords. Although recent changes have introduced some flexibility, exact match still maintains a high level of specificity. By carefully considering the advantages and disadvantages, as well as the updates to phrase match, you can optimise your keyword strategy to strike the right balance between reach and precision in your Google Ads campaigns.

Google Ads Match Type

How to decide what match types to use, and the ratio of each

Choosing the right match types and determining the ideal ratio for your campaigns is crucial for maximising performance and reaching your advertising goals. Here are some considerations to help guide your decision-making process:

1. Understand Match Type Characteristics:
Familiarise yourself with the characteristics of different match types, including broad match, phrase match, and exact match. Broad match offers wider reach, while phrase match provides a balance between reach and precision, and exact match offers the highest level of precision.

2. Define Campaign Objectives:
Clearly define your campaign objectives. Are you aiming for maximum visibility, precise targeting, or a balance between the two? Understanding your goals will guide your choice of match types.

3. Analyse Search Volume and Competition:
Consider the search volume and level of competition for your keywords. Broad match may be suitable for high-volume, competitive keywords, while more precise match types like phrase or exact match might be preferable for specific, niche terms.

4. Test and Monitor Performance:
Conduct tests using different match types to evaluate their impact on performance metrics like click-through rates, conversion rates, and cost-per-acquisition. Continuously monitor and analyse the data to identify which match types are yielding the best results for your campaign objectives.

5. Adjust Match Type Ratios:
Based on your analysis and performance metrics, adjust the ratio of match types accordingly. Consider starting with an 80/20 approach, allocating 80% of your focus on broader match types like broad or phrase match, and reserving 20% for more precise match types like exact match. However, the optimal ratio may vary depending on your specific campaign and target audience.

6. Refine with Search Term Analysis:
Regularly review the search term analysis report to identify search queries that triggered your ads. Add relevant terms as new keywords and exclude irrelevant ones as negative keywords. This iterative process helps refine your match types and improve targeting precision.

7. Consider Automation and Machine Learning:
Leverage automation and machine learning capabilities within platforms like Google Ads to optimise your match types. Automated bidding strategies like target CPA or target ROAS can help align your bids with your campaign objectives and maximise performance.

In conclusion, deciding on match types and their ratios requires a combination of understanding your campaign goals, analysing search volume and competition, testing, and monitoring performance. Continuously refine your match types based on data-driven insights to optimise your targeting precision, reach, and overall campaign performance.

Keyword Match Type Tips

Here are some keyword match-type tips to help you optimise your ad campaigns:

Understand the Match Types: Familiarise yourself with the different match types available, including broad match, phrase match, and exact match. Understanding their characteristics and how they affect targeting will help you make informed decisions.

Start with Phrase and Exact Match for Precision:
If you’re aiming for specific targeting, begin with phrase match or exact match. This ensures that your ads are shown to users who search for your keywords with a higher level of specificity.

Only use Broad Match with Certain Bid Strategies.
Match type targeting effectiveness varies based on campaign objectives and bid optimisation strategy. Target CPA and Target ROAS are suitable for broad match, while maximise clicks, target impression share, and manual CPC may not be ideal. Align your goals with the right match type for optimal campaign performance.

Balance Precision and Reach:
Consider the balance between precision and reach when selecting match types. Broad match provides wider reach, while phrase match and exact match offer more precise targeting. Choose the match type that aligns with your campaign goals.

Monitor the Search Terms report of Broad match
This report provides valuable insights into the specific search terms that triggered your ads. By regularly reviewing and analysing this data, you can identify any irrelevant or low-performing search terms and add them as negative keywords. This allows you to refine your targeting, improve campaign efficiency, and ensure your ads are shown to the most relevant audience.

Use Negative Keywords:
Utilise negative keywords to exclude irrelevant searches and improve targeting accuracy. Regularly review search query reports to identify irrelevant terms and add them as negative keywords to prevent your ads from appearing in unrelated searches.

Monitor Performance and Refine: Keep a close eye on your campaign performance metrics, including click-through rates, conversion rates, and cost-per-click. Continuously monitor and analyse data to identify opportunities for improvement and make adjustments accordingly.

Use Broad Match for Keyword Expansion:
Broad match can help you discover new keyword variations and expand your reach. Monitor search query reports to identify relevant terms that can be added as new keywords to your campaign.

Consider Match Type Combinations: Don’t limit yourself to a single match type. Experiment with different combinations of match types for different keywords to find the optimal balance between precision and reach for your specific campaign.

Regularly Review and Refine Your Keyword List:
Stay proactive by reviewing and refining your keyword list. Add new keywords based on search query insights, remove underperforming keywords, and optimise your match types as needed.

Consider the Buyer Journey:
Align your match types with the different stages of the buyer journey. Use broader match types in the awareness stage to reach a wider audience, and shift towards more precise match types in the consideration and decision stages to target users with higher intent.

Test and Iterate:
Continuously test and iterate your match types to find the most effective combination for your campaign objectives. Monitor performance, implement learnings, and adapt your strategy based on data-driven insights.

Remember, optimising match types is an ongoing process that requires constant monitoring and adjustments. By implementing these tips, you can refine your targeting, improve ad performance, and maximise the effectiveness of your keyword match types.

Compliment Match Type with Negative Keywords

Negative keywords play a crucial role in ensuring that your ads are displayed to your target audience. They offer a valuable means to prevent your ads from appearing in irrelevant searches that are similar to your keywords but lack the desired relevance. By implementing negative keywords, you can enhance the precision of your keyword choices and ensure that your ads reach the right audience.

Negative keywords serve as a way to exclude specific words or phrases from triggering your ads. This allows you to avoid paying for ad placements in front of people who are unlikely to be interested in what you’re advertising. It’s a strategic approach to optimise your ad spend and improve the effectiveness of your campaigns.

By identifying and adding negative keywords, you can refine your targeting and ensure that your ads are displayed to the most relevant audience. This process involves analysing search queries and identifying patterns of irrelevant or low-converting terms that you want to exclude from triggering your ads.

In conclusion, integrating negative keywords into your advertising strategy is a recommended practice to improve the precision and effectiveness of your ad targeting. By carefully selecting and excluding specific words or phrases, you can avoid irrelevant impressions and focus your ad budget on reaching the most relevant and interested audience. Make use of negative keywords as part of your ongoing optimisation efforts to continually refine your campaigns and achieve better results.

To learn more check out our Advanced Negative Keyword Guide.

Negative Keyword Match Type

The Search Terms Report & Match Type

The choice of match types directly impacts the success of your Google Ads account. Match types determine the search queries for which your ads will appear. Several factors should be considered when selecting the appropriate match types for your keywords. Here are key considerations to keep in mind:

Utilise the “Match type” Column:
The “Match type” column in your account provides valuable insights into how closely the search terms that triggered your ads are related to your keywords. This information helps determine which match types to use for each keyword. Use this data to optimise your match types accordingly.

Identify High-Potential Search Terms:
Regularly review the search terms report to identify new search terms with high potential. These terms can be added as new keywords to expand your reach and target relevant audiences. By incorporating these high-potential search terms, you can maximise the effectiveness of your campaigns.

Exclude Irrelevant Search Terms:
Similarly, identify search terms that are irrelevant to your offerings. These terms can be added as negative keywords, ensuring that your ads do not appear for searches that are not relevant to your business. By adding negative keywords, you refine your targeting and improve the overall performance of your campaigns.

Leverage Search Terms Report:
Once broader match types have gathered impressions and clicks, regularly monitor the search terms report. This report provides insights into which keyword variations triggered your ads and resulted in conversions. Analyse this data to optimise your keyword strategy and refine your match types for better performance.

By actively monitoring and optimising your match types based on the search terms report, you can enhance the relevancy of your ads, attract more qualified traffic, and increase the likelihood of conversions.

In conclusion, selecting the appropriate match types and leveraging the search terms report are crucial for account success in Google Ads. By using the available data to refine your match types, adding high-potential search terms, and excluding irrelevant ones, you can optimise your targeting and achieve better results. Continually analyse and adapt your match types based on performance data to ensure the ongoing success of your Google Ads account.

Keywords match type for other Google campaigns.

While match types play a crucial role in standard Search Text Ads, it’s important to note that not all campaign types in Google Ads rely on match types. Several campaign types, including Google Shopping, Dynamic Search Ads, Google Display content targeting, and YouTube Search, operate differently and do not utilise match types. Let’s explore these exceptions:

Google Shopping:
In Google Shopping campaigns, the focus is on product data rather than match types. Ads are displayed based on product attributes, relevance, and user search intent. While match types are not applicable in this campaign type, optimising product titles, descriptions, and other attributes is essential for driving effective results.

Performance Max:
Performance Max campaigns, introduced by Google Ads, operate differently from traditional search campaigns and do not use explicit match types. Instead, Performance Max campaigns leverage machine learning and automation to optimize targeting and placements across various Google networks, including Search, Display, YouTube, and Discover. These campaigns aim to maximize performance by automatically delivering ads to the most relevant audiences and placements.

While Performance Max campaigns do not rely on match types, they utilize advanced targeting options, such as audience targeting, demographics, and dynamic prospecting, to optimize ad delivery. This approach allows advertisers to reach a wider audience and take advantage of Google’s machine learning capabilities for enhanced campaign performance.

Dynamic Search Ads:
Dynamic Search Ads (DSA) also operate without explicit match types. DSA campaigns dynamically generate ad headlines and landing pages based on the content of your website. Google matches user queries to relevant pages on your website, allowing for more automated and dynamic targeting.

Google Display content targeting:
In Google Display campaigns, targeting is based on the selection of audience interests, demographics, and placements rather than specific match types. Display campaigns aim to reach a broader audience through visual ads displayed across the Google Display Network.

YouTube Search:
YouTube Search campaigns target user searches on the YouTube platform. Similar to standard Search Text Ads, YouTube Search campaigns do utilise match types for keyword targeting.

It’s important to understand that different campaign types require different approaches to targeting and may not rely on match types as extensively as standard Search Text Ads. As you explore these campaign types, familiarise yourself with the specific targeting options and optimisation strategies relevant to each type.

While match types are integral to standard Search Text Ads, other campaign types like Google Shopping, Dynamic Search Ads, Google Display content targeting, and YouTube Search operate differently. These campaigns focus on factors such as product data, dynamic ad generation, audience targeting, and search intent. By understanding the unique targeting mechanisms of each campaign type, you can effectively optimise your campaigns and achieve success across various advertising channels.

Other Advertising Platforms

When launching a search campaign, it’s common to consider leading platforms like Google Ads and Bing Ads. Both platforms utilise keyword match types in a similar manner, providing consistency in targeting options. Additionally, other prominent ad platforms like Amazon Ads, Pinterest Ads, and Apple Ads also incorporate match types to varying degrees. Let’s explore how match types are employed across these platforms:

Google Ads and Bing Ads:
Both Google Ads and Bing Ads follow the same principles when it comes to keyword match types. They offer a range of options including broad match, phrase match, and exact match. These match types allow advertisers to refine their targeting and control the level of precision for their ads on the search engines.

Amazon Ads:
Amazon Ads, which focuses on product advertising within the Amazon ecosystem, also adopts keyword match types. Advertisers can utilise broad match, phrase match, and exact match to target relevant customer search queries on the platform. This allows for improved ad targeting and visibility within Amazon’s extensive marketplace.

Pinterest Ads:
Similarly, Pinterest Ads incorporates keyword match types to enhance targeting capabilities. Advertisers can select between broad match, phrase match, and exact match to align their ads with relevant user interests and search intent on the Pinterest platform. This helps drive visibility and engagement for promoted Pins.

Apple Ads:
Apple Ads, although offering more limited match type options, still incorporates match types in its advertising platform. Advertisers can leverage broad match and exact match to target audiences across Apple’s ecosystem, including the App Store and Apple News.

By leveraging match types on these platforms, advertisers can refine their targeting strategies and align their ads with relevant user searches or interests. It allows for greater control over ad delivery and ensures that ads are displayed to the most relevant audience.

In Conclusion

In conclusion, understanding and leveraging keyword match types are vital for successful Google Ads campaigns. By selecting the appropriate match types based on your campaign objectives and target audience, you can refine your targeting precision and maximise results. Regular monitoring of performance metrics, such as the search terms report, allows for the optimisation of match types by adding relevant keywords and excluding irrelevant ones. Adaptation to changes in match-type behaviour and considering different campaign types are crucial for achieving optimal performance. By utilising match types strategically, advertisers can enhance ad visibility, attract relevant traffic, and drive successful outcomes in their Google Ads campaigns.

Liam Holmes

Liam Holmes

1 thought on “Ultimate Keyword Match Type Guide – How to Use Tips & Tricks”

  1. Pingback: Find Out Everything About Electrician Google Ads - OT-BEAUVILLE

Leave a Comment

Your email address will not be published. Required fields are marked *

Scroll to Top