How Keyword Match Type Works on Google Ads
When you bid on keywords for PPC ads, you must choose a keyword match type. Matching these keywords will affect how Google Search users see your ad when they type certain keyword queries. Google Ads offers several types of keyword matches, namely broad match, modified broad match, phrase match, and exact match. The four keyword match types will affect how your ads appear.
We will discuss one by one the types of keyword match types to provide an overview of how each one works and what you need to maximize the digital marketing campaigns that are currently running.
Broad Match
Broad match is the standard keyword-matching feature built into Google Ads. But the broad match is the keyword match type that reaches the largest audience. By using a broad match, your PPC ad will appear when users type in every word that is in your ad keywords. For example, if you place a bid on the keyword “advanced smartphone” then your ad will appear when a user types the query for the keyword “smart smartphone”; “advanced computer”; latest smartphone” etc
The downside to using broad match keyword matching is the possibility that your ad may appear on searches that are not relevant to the user’s needs.
Modified Broad Match
This keyword match can be seen as halfway between a broad match and other more flexible keyword matches. By using this keyword match, you can modify the keywords you use. For example, if you bid on the keyword “smartphone” then you can modify it by adding a “+” sign in front of the keyword. If you modify “advanced + smartphone” then the potential for your ad to appear on “smartphone” user queries; “latest smartphone”; “latest smartphone prices”. Conversely, if you modify “smartphone + advanced” then your ad potential will appear on user queries for “advanced computers”; “sophisticated car”; “advanced laptops” etc.
Therefore, a modified broad match gives you the flexibility to modify your PPC ad keywords.
Phrase Match
By using a phrase match, your ad will appear on queries that include the exact keyword phrase you bid on. Suppose you bid on the keyword “shoes for work” then your ad will appear on the query “shoes for work”; “discount shoes for work”; “shoes for work in the rainy season”; etc. By using phrase match, the ad that you bid on specific keywords will appear every time that specific phrase appears in the same order even though it is followed by other words.
ExactMatch
Exact match is the most specific keyword match setting. By using this keyword-matching setting, your ad will only appear if a user uses a query that exactly matches the keyword you bid on. However, Google Ad provides modifications to the exact match keyword match type, so any queries that contain synonyms, paraphrases, or mean the same as the keywords you bid on may also have your ad appear. For example, if you bid on the keyword “Coffee Shop”, then your ad will appear if a user types in the query “Coffee Shop Nearby” because the query contains the words Coffee and Shop implications. Likewise, your ad will appear if a user types in the query “Cofee Shop Nearby” because that phrase is a paraphrase of the keyword you bid on.
These four types of keyword matches will be very useful for the specific goals of your digital marketing campaign. If you want a broad target audience then you can use the broad match type, but conversely, if you have a specific target you can use other types.
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