If you’re looking to take your Google Ads campaigns to the next level, mastering keyword match types is an essential step.
In Google Ads, keyword match types are the key to reaching your target audience and achieving your advertising goals
But if you want to know –
“How advertisers use different keyword match types to control their ad spend & improve campaign performance”
then this guide is for you.
Let’s dive right into it.
Table of Content
- Match Types Basics
- Find Relevant Keywords
- Google Keyword Planner
- Broad Match
- Phrase Match
- Exact Match
- Case Studies
- Advance Strategies
- Conclusion
Chapter 1. Match Types Basics
In this chapter, you’ll get to know about the different match types of keyword for Google Ads
AND
how they can affect the visibility, relevance, and cost of your ads.
1. Broad Match
Broad match is the default match type for keywords.
This means that your ad will show up for any search query that includes any variation of your keyword, including misspellings, synonyms, related searches, and other variations.
For example, if your keyword is “running shoes,” your ad may show up for “best running shoes,” “running sneakers,” or “athletic footwear.”
2. Phrase Match
Phrase match allows you to show your ad for search queries that contain your keyword phrase in the exact order you specify, with some additional words before or after the phrase.
For example, if your keyword is “running shoes,” your ad may show up for “buy running shoes online” or “discount running shoes,” but not for “shoes for running.”
3. Exact Match
Exact match only shows your ad for search queries that exactly match your keyword, with no additional words before, after, or in between.
This match type is the most precise and can result in higher click-through rates and conversions.
However, it may limit the reach of your ad. For example, if your keyword is “running shoes,” your ad may only show up for that exact phrase.
4. Negative Match
A negative match allows you to exclude certain search terms from triggering your ads.
For example, if your keyword is “running shoes,” you can add “free” as a negative match to prevent your ad from showing up for searches such as “free running shoes” or “running shoes for free.”
In conclusion, by choosing the right match type, you can effectively target the right audience, control your ad spending and improve your campaign performance.
Chapter 2. Find Relevant Keywords
In this chapter, learn the steps to find relevant Google keywords.
Remember, these steps are the key to success of your Google Ads campaign.
Step 1. Brainstorming
The key to finding relevant keywords is to brainstorm.
Start by making a list of words or phrases that describe your business, products, or services.
Think about what your potential customers might search for when looking for your business or products.
For example, if you are running a coffee shop, some potential keywords could be “coffee shop,” “cafe,” “latte,” “espresso,” “breakfast,” “pastries,” and “coffee beans.”
Step 2. Keyword Research Tools
Keyword research tools can help you find relevant keywords and estimate their search volume, competition, and cost per click.
Some popular tools include Google Keyword Planner, SEMrush, Ahrefs, and Moz.
For example, if you enter “coffee shop” into Google Keyword Planner, you will see related keywords such as “coffee near me,” “coffee shop near me,” “best coffee shops,” and “coffee places.”
What’s more, you can also see the search volume, competition, and estimated cost per click for each keyword.
Step 3. Competitor Analysis
Analyzing your competitors’ keywords can give you valuable insights into what is working in your industry.
Use tools like SEMrush to see what keywords your competitors are targeting and how they are ranking for those keywords.
For example, if you enter your competitor’s website into SEMrush, you can see what keywords they are ranking for and what their estimated traffic and cost per click are.
This can help you identify gaps in your own keyword strategy and find new opportunities.
Step 4. Google Analytics
Google Analytics can provide insights into what keywords are driving traffic to your website and how users are interacting with your site.
Use the search console feature to see what keywords are driving organic traffic to your site.
For example, if you go to the search console section of Google Analytics, you can see what queries users are typing into Google to find your website.
This can help you identify high-performing keywords and optimize your landing pages.
Step 5. Customer Feedback
Talking to your customers and understanding their search behavior can help you find relevant keywords that you may have overlooked.
Ask your customers what keywords they used to find your business or products.
For example, if you are running a coffee shop, you can ask your customers what keywords they searched for when they were looking for a coffee shop.
This can provide you with valuable insights into how your customers think and search for your business.
By using these steps, you can identify high-performing keywords and optimize your Google Ads campaign for success.
Chapter 3. Google Keyword Planner
Google Keyword Planner is a powerful tool that helps you find relevant keywords for your Google Ads campaign.
In this chapter, we will discuss how to use Google Keyword Planner with examples.
Step 1. Accessing Google Keyword Planner
To access Google Keyword Planner, you need a Google Ads account.
Once you have logged in, go to the Tools & Settings tab and click on Keyword Planner.
You can then choose between two options: Discover New Keywords or Get Search Volume and Forecasts.
Step 2. Discover New Keywords
Discover New Keywords allows you to enter a word or phrase related to your business, products, or services, and find related keywords.
For example, if you are running a pet store, you could enter “dog food” as your initial keyword.
Once you enter your initial keyword, you can see related keywords such as “dry dog food,” “wet dog food,” “grain-free dog food,” and “organic dog food.”
Step 3. Get Search Volume and Forecasts
Get Search Volume and Forecasts allows you to see the search volume, competition, and estimated cost per click for a list of keywords.
For example, if you have a list of keywords related to your business, you can enter them into the tool and see how they perform.
Once you enter your keywords, you can see the search volume, competition, and estimated cost per click for each keyword.
You can also see a forecast for how your keywords might perform in a Google Ads campaign.
Step 4. Refining Your Keyword List
Once you have found relevant keywords using Google Keyword Planner, you can refine your list by removing keywords with low search volume or high competition.
You can also add negative keywords, which are words or phrases that you do not want your ad to appear for.
For example, if you are running a pet store, you may want to exclude keywords such as “cat food” or “bird food” if you only sell dog food. This can help you target your ads to the right audience.
In conclusion, Google Keyword Planner is a powerful tool that can help you find relevant keywords for your Google Ads campaign.
By using this tool, you can make informed decisions on which keywords to target and refine your keyword list to maximize your results.
Chapter 4. Broad Match
Now that we know about the different types of Broad Match keywords, it’s time to know how to use this powerful tool, its advantages, and its disadvantages of it.
1. How Broad Match Works
Broad match allows your ads to show searches that include your keyword or related variations of it, such as synonyms, misspellings, or different word orders.
For example, if your keyword is “dog food,” your ad could show searches like “pet food for dogs” or “best food for my dog.”
2. Advantages of Broad Match
The main advantage of a broad match is that it allows you to reach a wider audience and capture more potential customers.
It can also help you discover new keywords and variations that you may not have thought of.
For example, if you are running a pet store and only targeting the keyword “dog food,” you may miss out on potential customers who are searching for “puppy food” or “grain-free dog food.”
By using broad matches, you can capture these searches and increase your reach.
3. Disadvantages of Broad Match
The main disadvantage of broad matches is that it can lead to irrelevant clicks and lower conversion rates.
Because your ads can show for a wide range of searches, some of them may not be relevant to your business or products. This can lead to wasted ad spend and lower ROI.
For example, if you are running a pet store and using broad matches for the keyword “dog food,” your ad may show searches like “dog food recipes” or “dog food reviews.”
While these searches are related to dog food, they may not be relevant to your business and may not lead to conversions.
4. How to Use Broad Match Effectively
To use broad matches effectively, it’s important to monitor your search terms and add negative keywords to exclude irrelevant searches.
You can do this by going to the Keywords tab in your Google Ads account and clicking on “Search Terms.” This will show you the actual searches that triggered your ads.
For example, if you see that your ad is showing for searches like “dog food recipes” or “dog food reviews,” you can add “recipes” or “reviews” as negative keywords to exclude those searches.
Overall, broad matches can be a powerful tool for increasing your reach and discovering new keywords.
Chapter 5. Phrase Match
This match type is a powerful tool for targeting specific phrases related to your business or products.
In this chapter, we will discuss how to use phrase matches with some actionable examples.
1. How Phrase Match Works
Phrase match allows your ads to show searches that include your keyword in the exact order you specify, along with other words before or after it.
For example, if your keyword is “dog food,” your ad could show searches like “best dog food,” “organic dog food,” or “buy dog food online.”
2. Advantages of Phrase Match
The main advantage of phrase match is that it allows you to target specific phrases related to your business or products.
This can help you reach a more targeted audience and improve the relevance of your ads.
For example, if you are running a pet store and using phrase match for the keyword “dog food,” you can target specific phrases like “organic dog food” or “grain-free dog food” to reach customers who are looking for those specific products.
3. Disadvantages of Phrase Match
The main disadvantage of phrase match is that it can be too restrictive and miss out on potential customers who use variations of the phrase.
For example, if your keyword is “dog food” and you are using phrase match, your ad may not show for searches like “best food for my dog” or “dog food for sensitive stomachs.”
4. How to Use Phrase Match Effectively
To use phrase match effectively, it’s important to monitor your search terms and add negative keywords to exclude irrelevant searches.
You can do this by going to the Keywords tab in your Google Ads account and clicking on “Search Terms.” This will show you the actual searches that triggered your ads.
For example, if you see that your ad is showing searches that are not relevant to your business, you can add those searches as negative keywords to exclude them.
Overall, phrase match can be a useful tool for targeting specific phrases related to your business or products. However, it can be too restrictive and miss out on potential customers who use variations of the phrase.
Chapter 6. Exact Match
Exact match is a keyword match type in Google Ads that allows your ads to show only for searches that exactly match your keyword or close variations of it.
In this chapter, we will discuss how to use exact matches and provide examples.
1. How Exact Match Works
Exact match allows your ads to show only for searches that exactly match your keyword or close variations of it.
For example, if your keyword is “dog food,” your ad will only show searches that include the exact phrase “dog food” or close variations of it, such as “dog food online” or “dog food store.”
2. Advantages of Exact Match
The main advantage of an exact match is that it allows you to target highly specific searches related to your business or products.
This can help you reach a more targeted audience and improve the relevance of your ads.
For example, if you are running a pet store and using an exact match for the keyword “dog food,” you can target highly specific searches like “organic dog food online” or “best grain-free dog food” to reach customers who are looking for those specific products.
3. Disadvantages of Exact Match
The main disadvantage of exact match is that it can be too restrictive and miss out on potential customers who use variations of the keyword.
For example, if your keyword is “dog food” and you are using exact match, your ad may not show searches like “pet food for dogs” or “best food for my dog.”
4. How to Use Exact Match Effectively
To use exact matches effectively, it’s important to monitor your search terms and add negative keywords to exclude irrelevant searches.
You can do this by going to the Keywords tab in your Google Ads account and clicking on “Search Terms.”
This will show you the actual searches that triggered your ads.
For example, if you see that your ad is showing for searches that are not relevant to your business, you can add those searches as negative keywords to exclude them.
In conclusion, exact match can be a useful tool for targeting highly specific searches related to your business or products.
By monitoring your search terms and adding negative keywords, you can use exact match effectively and maximize your results.
Chapter 7. Real-life Case Studies
Now it’s time to study some real-life cases of Google Ads Keyword Match Types in action.
The best part?
These are all actionable and easy-to-understand cases.
1. Kettle & Fire – Broad Match
Kettle & Fire, a bone broth company, used broad match to expand their keyword targeting and reach more potential customers.
By using broad match, they were able to capture relevant searches that included variations of their keywords.
This helped them increase their reach and generate more conversions while staying within their advertising budget.
For example, they used a broad match for the keyword “bone broth” and their ad showed up for searches like “organic bone broth,” “best bone broth for weight loss,” and “bone broth benefits.”
This helped them reach customers who were interested in their product but used different search terms.
2. Giddy Up – Phrase Match
Giddy Up, a natural energy drink company, used phrase match to target specific phrases related to their product.
By using phrase match, they were able to target highly specific searches and increase the relevance of their ads.
This helped them generate more conversions and increase their return on ad spend (ROAS).
For example, they used a phrase match for the keyword “natural energy drink” and their ad showed up for searches like “best natural energy drink,” “organic natural energy drink,” and “natural energy drink for athletes.”
This helped them reach customers looking for a specific type of energy drink.
3. Simply Organic Beauty – Exact Match
Simply Organic Beauty, a salon and beauty products company, used exact match to target highly specific searches related to their products.
By using exact match, they were able to capture searches that exactly matched their keywords and increase the relevance of their ads.
This helped them generate more conversions and improve their ad performance.
For example, they used an exact match for the keyword “organic hair color” and their ad showed up only for searches that exactly matched that phrase.
This helped them reach customers specifically looking for organic hair color products.
In conclusion, Google Ads keyword match types can help businesses optimize their search campaigns and maximize their advertising budget.
By using broad match, phrase match, or exact match, businesses can target specific searches and increase the relevance of their ads, leading to more conversions and a higher ROAS.
Chapter 8. Advance Strategies
This is a bonus chapter for all businesses who want to level up their digital conversion game.
Some of the highly profitable businesses are already practicing these strategies.
So, if you also want to drive crazy conversion rates – dive right into it!
1. Use a combination of match types
Using a combination of match types can help businesses maximize their reach while maintaining control over their advertising budget.
For example, using broad match for top-level keywords can help capture a wider range of searches, while using phrase match and exact match for more specific keywords can increase relevance and improve conversion rates.
2. Monitor and optimize search terms
Monitoring search terms and adding negative keywords can help businesses avoid irrelevant clicks and maximize their advertising budget.
This involves regularly reviewing the actual searches that trigger your ads and adding negative keywords for irrelevant terms.
For example, if you are using a broad match for the keyword “dog food,” you may want to exclude searches like “cat food” or “bird food” to avoid wasting your budget on irrelevant clicks.
3. Use modified broad match
Modified broad match allows businesses to specify which terms in the search query must be included in order for the ad to show.
This can help improve the relevance and increase the likelihood of conversion.
For example, using a modified broad match for the keyword “+organic +dog +food” would ensure that the ad only shows searches that include all three terms, such as “organic dog food” or “organic dog food brands.”
4. Incorporate negative keywords
Negative keywords are search terms that you do not want your ad to show for. Incorporating negative keywords can help businesses avoid irrelevant clicks and maximize their advertising budget.
This involves regularly reviewing search terms and adding negative keywords for irrelevant terms.
For example, if you are running an ad campaign for “organic dog food,” you may want to exclude searches like “cheap dog food” or “non-organic dog food” to avoid wasting your budget on irrelevant clicks.
5. Use data-driven insights
Using data-driven insights can help businesses make informed decisions about their keyword targeting and maximize their advertising budget.
This involves regularly reviewing performance metrics such as click-through rates, conversion rates, and cost per conversion, and adjusting keyword targeting accordingly.
For example, if you notice that a specific match type is generating a high cost per conversion, you may want to adjust your keyword targeting and focus on a different match type.
Note: Using all these advanced strategies can help your business optimize your search campaigns and maximize your advertising budget.
Businesses have the opportunity to achieve their advertising goals and drive more conversions.
Conclusion
Overall, Google Ads keyword match types help businesses optimize their search campaigns and maximize their advertising budget, driving more conversions and revenue.
And that’s it for my guide to Google Ads Keyword Match Types for 2023.
Do you have questions regarding anything we have discussed?
Let me know by leaving a quick comment below.
