Google Ads Match Types

What Are They and How Do They Work?

Google Ads Match Types: If you are a business and want to take advantage of the millions of Google Searches that take place every day while earning the attention you need to grow your brand, there is no better way to do this than with Google Ads.

While the prospect of investing money on Google Ads may seem like a daunting task, the results that come in are incredibly beneficial, thus worth every penny!

A crucial step in setting up any PPC, Google Ads campaign is choosing the keywords you wish to target. Well-chosen keywords and phrases ensure your advert is seen by consumers who are searching for products similar to yours. These will help attract potential customers, increase web traffic as well as click-through rates.

Having the right keywords are essential to a successful campaign, however, if you are not careful, these keywords can trigger irrelevant impressions and clicks. Why is this? Google Ads Match types.

The right keyword match strategy is one of the most important considerations for any Google Ads campaign. Knowing what they are, how they work and identifying the small but important differences between various match types can mean the difference between a successful campaign or not!

Google Ads Match Types laptop on desk

Google Ads Match Types

What are Google Ads Match Types?

Google Ads match types are the parameters that limit control of which search terms and keywords trigger your ads to appear on a search engine results page. This allows you to target the right audience, and helps you be more specific with your targeting.

Using different match types help reduce the chance of unnecessary keywords and search terms that may seem relevant to your brand but will not display to conversion-ready audiences. The keyword match type you choose will fundamentally decide how close the search keywords are to the ad you want to be displayed.

In a nutshell, Google Ads Match Types help control and target which searches trigger your ad.

Google Ads Match Types Options

Keyword match types determine how closely a search term must be to your keywords to have your ad triggered. There are 4 different Google Ads Match Types that can be assigned to a keyword. They range from extremely board to extremely narrow targeting.

Selecting the most suitable keyword match types will help increase website traffic and ensure more quality impressions and clicks. Broader match types will garner more traffic, but potentially fewer clicks, where narrower match types are more targeted and likely to lead to conversions.

Google Ads offer Broad match, modified board match, phrase match and exact match types.

Google Ads Match Types papers and hands

Google Ads Match Types

Broad Match

Broad match is the default option when adding keywords to your campaigns. As their name describes, these are the broadest match type and means that the search pages your ads are displayed on will be more varied. These allow search engines to display ads for terms that are variations of the keywords you have included.

This match type ensures your campaign reaches the widest possible audience and are ideal when you want your ads to be seen by more people. The downside to default broad match types are that not all impressions are relevant, and if used incorrectly, can waste valuable PPC budget.

As it is the default setting, there is no need to use any special symbols or characters.

+Modified +Broad +Match

Sitting between broad and phrase match, modified broad match types are less restrictive than phrase match, while still having more control than broad match. This is done by specifying specific search terms that must be included in a search in order for your ad to show.  This allows you to specify which important words must be included in the search.

Although similar toy broad match, this match type may give you more visibility and control over your budget. They also provide a higher click-through-rate, as your ads will not be triggered by unnecessary synonyms of your keywords.

To use the modified broad match type, simply include a “+” in front of the words and terms that you wish to be included in the search phrase.

Google Ads Match Types laptop and plant

Google Ads Match Types

“Phrase Match”

Phrase match allows your ads to be triggered on the SERP when the phrase is searched in the correct order. They may also be contained within larger phrases. However, it is important to note that unlike broad match types, the search cannot include words within the middle of your phrase.

Phrase match is more flexible than an exact match and helps reduce the risky, and potentially unnecessary traffic than broad match and broad match modifiers produce. As it does not rely on exact matches, your ads can benefit from the wider audience this match type attracts. However, if neglected can also attract unnecessary traffic.

To use, phrase match for Google ads enter your keyword or phrase in quotation marks.

[Exact Match]

As the name states, the exact match means that your advert will only be triggered and shown when the search phrase exactly matches the keyword. It is the most narrow and targeted of the Google Ads match types. This ensures the greatest level of relevancy but puts strict limits on when your ad is displayed.

Close variants of your keyword may include misspellings, abbreviations, singular or plural forms and words with an identical meaning- but does not include synonyms. Although this match type decreases the amount of traffic your ad produces, the traffic it does trigger is highly targeted with the best chance of converting users.

To set an exact match type in Google Ads, all you need to do is put square brackets around your keyword.

Need Some Help With Google Ads Match Types?

One of the most important parts of any PPC campaign, Google Ads Match Types are key to the success of your campaign and ensures you are getting the most quality impressions and clicks for your budget. All four-match type are powerful tools in your Google Ads campaigns. Match types are key to ensure that you know when and where your advert is shown on Google. Every campaign is different and requires a slightly different Google Ads Match Types strategy. Consistency and management is key for a successful Google Ads Campaign.

If your business or brand is serious about taking advantage of the exciting world of Google and want to start a Google Ads campaign or if you are looking for professionals to manage your existing campaigns, we are here to help you! Get in touch with the DNHQ team today!