{"id":3825,"date":"2020-09-21T11:17:09","date_gmt":"2020-09-21T03:17:09","guid":{"rendered":"https:\/\/www.heroesofdigital.com\/my\/?p=3825"},"modified":"2021-10-06T16:54:04","modified_gmt":"2021-10-06T08:54:04","slug":"google-ads-keyword-match-types","status":"publish","type":"post","link":"https:\/\/www.heroesofdigital.com\/my\/sem\/google-ads-keyword-match-types\/","title":{"rendered":"The Ultimate Google Ads Keyword Match Types Guide"},"content":{"rendered":"

Google Ads\u2019 sophistication gives advertisers flexibility to target, spend, and convert the way they want to. Learning the ins and outs of Google Ads keyword match types is an important step to becoming fluent in Google Ads management. It\u2019s a step that really can\u2019t be skipped if you\u2019re looking for a reasonable return on ad spend (ROAS).<\/p>\n

What are Google Ads Keyword Match Types<\/h2>\n

They are parameters that limit ad impressions, or reach. In other words, they limit the search queries that trigger your ads by disqualifying those that are irrelevant. It\u2019s up to you to determine which ones are and then set your match types accordingly.<\/p>\n

For example, someone who sells cacao powder might be interested in showing an ad to someone who searches buy cocao powder in bulk<\/em>. The advertiser probably isn\u2019t interested in someone who searches for jobs in cocao powder exporting<\/em>, though. He wants to sell cacao power, not offer jobs. Google Ads keyword match types are one way to avoid showing ads to the job hunter and other people who are not in the target market. There are four match types that range from very restrictive to minimally restrictive. They are broad match, modified broad match, phrase match, and exact match.<\/p>\n

\"Keyword<\/p>\n

Advertisers check their search terms<\/a><\/u> to find out if a keyword is not restrictive enough and is, therefore, generating clicks from consumers who aren\u2019t in the market. \u201cSearch terms\u201d is a fancy way to refer to searches entered into Google.<\/p>\n

Google Ads keyword match types are a concept that may appear simple and straightforward or overwhelming depending on the learning source you\u2019re using and the situation in your ad accounts. Be assured, however, that they can be mastered within a few days with a bit of determination and some time set aside for studying and reviewing.<\/p>\n

Why Are Google Ads Keyword Match Types Important?<\/h2>\n

Choosing the right Google Ads keyword match type is important for several reasons.\u00a0 They should be considered from the start, when you\u2019re brainstorming and making keyword selections. Afterwards, adjusting match types and adding negative keywords can make a big impact on performance metrics.<\/p>\n

How Do Keyword Match Types Affect ROI and Search Ad Results?<\/h3>\n

Keyword match types help you reduce the risk of an unsuccessful campaign and learn about your target audience, which will allow you to improve your campaigns steadily. They can be a big help when your team needs a better ROAS or ROI.<\/p>\n

Test and adjust Google Ads keyword match types to increase your performance. For example, many advertisers use a broader match type in the beginning so that data from a larger range of searches can be assessed. Searches that convert are used as keywords, with the appropriate match type. Other searches are eliminated using stricter match types or negative keywords. The result is usually a better ROAS due to the data-backed decision making that comes with all the click and conversion data. A better ROAS tends to keep overall ROI<\/a><\/u> up. Advertisers who don\u2019t want to spend money \u201ctesting\u201d keywords like this will need to carefully select match types upfront to avoid a low-performance situation.<\/p>\n

If you\u2019re confused right now, don\u2019t worry. The rest of the article should help you understand. Keep on reading.<\/p>\n

Spend Your Budget on the Right Consumers<\/h3>\n

Fight budget burn and spend money on audiences that provide a higher ROI through better conversion rates and close rates. The idea is to signal to Google how you want ads to match searches so that you can reach the right consumers.<\/p>\n

Broad match broadens the audience that is eligible to see an ad but many of the users (i.e. consumers who are using a search engine) are not going to be interested because they\u2019re not really looking for what you offer. In other words, the potential for users to see ads that don\u2019t interest them is higher with broad match.<\/p>\n

Exact match, on the other end of the spectrum, eliminates most of the audience. The clicks you get are usually higher-quality clicks from consumers who are looking for something you can provide. However, within the many searches that were disqualified by this match type, there are users who are in your market and would be interested in your business. That\u2019s the trade off.<\/p>\n

How do we find the sweet spot? How does an advertiser actually use keyword match types? To answer that question, we must first understand how each match type works.<\/p>\n

What Is Broad Match Type?<\/h2>\n

Broad match type makes ads eligible for the largest audience. Ads will be eligible to appear for searches:<\/p>\n