How to Make Sure You’re Choosing The Right Keyword Match Type
Selecting the correct keyword match type is essential to ensure that your ads are triggered by relevant search queries. If you use a match type that is too broad, your ads may appear for low-intent or irrelevant searches, resulting in wasted ad spend and poor campaign performance. Conversely, if you use a match type that is too narrow, you may miss out on highly relevant searches that could potentially convert.
Here are some reasons why it’s important to choose the right keyword match type:
- Relevance: Choosing the right match type ensures that your ads are shown to people who are searching for products or services that are relevant to your business. This can increase the likelihood of users clicking on your ads and converting, thereby improving your campaign performance.
- Cost Control: Opting for the appropriate match type can help you control your ad spend by minimizing irrelevant clicks from searches that don’t relate to your business. For instance, if you use broad match for a high-cost keyword, you may pay for clicks from searches that are not relevant to your business, thus rapidly depleting your budget.
- Targeting: Selecting the correct match type can aid in targeting specific audiences based on their search intent. For instance, if you use exact match for a highly specific keyword, you can be sure that your ads are only shown to people who are searching for that exact keyword or a close variant. This can enhance your ad relevance and conversion rate.
Google Ads offers several keyword match types that advertisers can use to target their ads to specific search queries. Here’s a breakdown of the three primary match types:
- Broad Match: This is the default match type in Google Ads, and it allows your ad to show for searches that include misspellings, synonyms, related searches, and other variations of your keyword. For instance, if you bid on the broad match keyword “running shoes,” your ad might appear for searches like “buy sneakers online” or “best jogging footwear.” Broad match is ideal for businesses looking to reach a wider audience and generate more website traffic.
- Phrase Match: This match type is more specific than broad match, but it still allows for some variations in the search query. When you use a phrase match keyword, your ad may show for searches that include your keyword in the exact order you specify, along with other words before or after it. For example, if you bid on the phrase match keyword “running shoes,” your ad might appear for searches like “best running shoes for women” or “running shoes for beginners.” Phrase match is a good option for advertisers who want to reach a more targeted audience than broad match.
- Exact Match: This is the most specific match type in Google Ads, and it only shows your ad for searches that exactly match your keyword or close variations, such as plurals or misspellings. For example, if you bid on the exact match keyword [running shoes], your ad might appear for searches like “running shoes” or “runing shoes.” Exact match is ideal for businesses looking to reach a highly targeted audience and have more control over their ad spend.
Don’t Waste Your Ad Budget on Irrelevant Clicks
Selecting the right keyword match type for your campaigns is crucial to ensuring that your ads are triggered by relevant search queries and ultimately drive conversions.
Phrase Match Tip!
Start with a broad match type and refine it over time based on data to ensure your ads are triggered by relevant search queries and avoid missed opportunities.