Google Ads Keyword Match Types are ways to control which searches on Google can trigger your ad to appear. Match types include broad match, phrase match, exact match, and broad match modifier. Each match type will trigger your ads for a different set of searches. Depending on how closely the search query matches your keyword.
What Is Match Type In Google Ads keywords?
Match type is a setting in Google Ads that determines how closely the user’s search query must match your chosen keyword in order for your ad to appear. There are three main match types available in Google Ads, read the types of keywords below.
Types Of Keyword In Google Ads
In Google Ads, there are three main types of keywords that you can use to target your ads:
Broad match:
This is the default match type in Google Ads. With broad match, your ads can show for search queries that contain any word in your keyword phrase, in any order, and related variations. For example, if your broad match keyword is “shoes”, your ads could show for searches like “running shoes”, “dress shoes”, and “shoe stores”.
Phrase match:
With phrase match, your ads can show for search queries that contain the exact phrase or a close variation of the phrase in your keyword, with additional words before or after the phrase. You add quotes around your keyword phrase to indicate phrase match. For example, if your phrase match keyword is “running shoes”, your ads could show for searches like “best running shoes” and “running shoes for women”.
Exact match:
With exact match, your ads can show for search queries that exactly match your keyword, with no additional words before or after. You add square brackets around your keyword to indicate exact match. For example, if your exact match keyword is [running shoes], your ads would only show for searches that exactly match “running shoes”.
In addition to these types of keywords, you can also use negative keywords to exclude certain search terms from triggering your ads. Negative keywords are specified with a minus sign (-) in front of the keyword. For example, if you sell high-end running shoes, you might add “-cheap” as a negative keyword to exclude searches for low-priced shoes.
Google Ads Keyword Match Types
Google Ads keyword match types are used to control how your ads match user search queries. The different match types are:
Broad match:
This is the default match type, which allows your ad to show for searches that include any word in your keyword phrase, in any order. For example, if your keyword is “tennis shoes”, your ad may show for searches like “best tennis shoes” or “buy tennis shoes online”.
Broad match modifier:
This match type allows you to specify which words must be included in the search query for your ad to show. You add a plus sign (+) in front of one or more words in your keyword phrase to indicate that they must be included. For example, if your keyword is “+tennis +shoes”, your ad may show for searches like “best tennis shoes” or “tennis shoes for women”, but not for searches like “running shoes”.
Phrase match:
This match type allows your ad to show for searches that include the exact phrase or a close variation of the phrase in your keyword, with additional words before or after the phrase. You add quotes around your keyword phrase to indicate phrase match. For example, if your keyword is “tennis shoes”, your ad may show for searches like “buy tennis shoes” or “tennis shoes for kids”.
Exact match:
This match type allows your ad to show only for searches that exactly match your keyword, with no additional words before or after. You add square brackets around your keyword to indicate exact match. For example, if your keyword is [tennis shoes], your ad will only show for searches that exactly match “tennis shoes”.
Negative match:
This match type allows you to specify words or phrases that you don’t want your ad to show for. You add a minus sign (-) in front of the word or phrase to indicate negative match. For example, if you add the negative keyword “-cheap”, your ad will not show for searches that include the word “cheap”.
How Many Keywords Should I Use In Google Ads
The number of keywords you should use in your Google Ads campaign can vary depending on your specific business goals and the size of your advertising budget. Here are a few guidelines to consider:
- Quality over quantity: It’s more important to choose keywords that are relevant and likely to generate clicks and conversions. Rather than using a large number of keywords that may not be as effective. You should focus on selecting keywords that accurately describe your products or services. And that match the intent of your target audience.
- Start small and expand: It’s a good idea to start with a smaller number of keywords. And gradually expand your campaign as you collect data and insights. This will allow you to optimize your ad targeting and budget allocation. And ensure that you are getting the best return on investment (ROI) for your ad spend.
- Use keyword match types: By using different match types for your keywords (broad match, phrase match, exact match), you can control the relevance and specificity of your ads. And also target your ads to the most relevant audience. This can help you to avoid wasting ad spend on irrelevant or low-quality clicks.
- Monitor and refine your keywords: It’s important to regularly monitor your keyword performance. And refine your list of keywords to optimize your ad targeting and budget. You can use Google Ads’ keyword planner tool to identify new keywords and estimate their potential performance. And use analytics tools to track conversions and other metrics.
Overall, the ideal number of keywords for your Google Ads campaign will depend on your specific business goals and budget. And will likely require ongoing optimization and refinement over time.
