Ultimate Guide To Match Types in Google Search Ads
Keyword targeting is all about telling Google, the search queries for which you want your ads to appear. This is in fact the most important step in Google Search Ad creation process.
Even if you come up with the most eye-catchy headline and irresistible description, irrelevant keyword targeting will put your marketing efforts in vain.
Irrelevant keyword targeting will negatively affect your ROAS. The monetary impact of irrelevant targeting is greatly reduced by the fact that the Ad would suffer from low Ad quality score and thus would be hidden from many Googlers. But still, you didn’t achieve the goal you set!
So, well-thought keyword research along with the accurate implementation of your learnings is vital for success.
In this article, we would look at the 4 match types in Google Search Ads that help you implement learnings from your keyword research.
What is a Keyword?
A keyword is one or more words for which you want your Ad to be triggered. A keyword can be a word or a combination of words.
Broad Match
Broad match makes sure that your ad is displayed if a keyword or any variations are included in a user’s search query.
Broad match is the default match type.
Your Ad WILL appear when someone searches
Your Ad WILL NOT appear when someone searches
Broad Match Modifier
Broad match makes sure that your ad is displayed if a keyword or close variations are included in a user’s search query.
Your Ad WILL appear when someone searches
Your Ad WILL NOT appear when someone searches
Phrase Match
Phrase match makes sure that your ad is displayed if a keyword or close variations match any part of a user’s search query.
Your Ad WILL appear when someone searches
Your Ad WILL NOT appear when someone searches
Exact Match
Exact match makes sure that your ad is displayed if a keyword or close variations match a user’s search query.
Your Ad WILL appear when someone searches
Your Ad WILL NOT appear when someone searches
Negative Keywords
Negative Keywords makes sure that your ad is not displayed if the keyword is included in a user’s search query.
Your Ad WILL appear when someone searches
Your Ad WILL NOT appear when someone searches
Learn more about Negative Keywords here
Which match type to use?
The match type to use really depends on the degree of control you want on the Ad. As you become more specific with the keyword, the audience size reduces.
