Running a Google Ads campaign can feel like navigating a maze, especially when it comes to choosing the right keyword match types. Get it right, and your ads reach the perfect audience. Get it wrong, and you’re burning cash on clicks that don’t convert. In this guide, we’ll break down Google Ads match types broad, phrase, and exact in a way that’s easy to grasp, so you can make smarter choices for your campaigns. Plus, we’ll touch on a handy tool to make managing these match types a breeze.
What Are Keyword Match Types?
Keyword match types are rules in Google Ads that control how closely a user’s search query needs to match your chosen keywords for your ad to show. Think of them as filters that decide when your ad pops up. Choosing the right match type impacts your click-through rate (CTR), cost-per-click (CPC), and conversions, balancing reach with relevance.
For example, a loosely matched keyword might show your ad to more people but attract irrelevant clicks, driving up costs. A tightly matched keyword targets a smaller, more specific audience, improving conversion rates but limiting impressions. Finding the sweet spot is key to a successful paid search campaign.
For a deeper dive, check Google’s official documentation.
Broad Match
How It Works
Broad match is the default setting in Google Ads. It casts the widest net, showing your ad for searches that include variations of your keyword, like synonyms, misspellings, or related terms. For instance, if your keyword is “running shoes,” your ad might appear for “athletic sneakers” or “best shoes for jogging.”
Example Use Case
Imagine you’re launching a new online store selling fitness gear. You use broad matches for “workout clothes” to reach a wide audience exploring fitness apparel.
Pros:
- Maximum reach, great for brand awareness.
- Uncovers new keyword ideas through search term reports.
- Ideal for discovering what your audience seeks.
Cons:
- Can attract irrelevant clicks, wasting budget.
- Less control over specific search terms.
- May lead to higher CPC if not monitored.
Best Campaign Scenarios
Use broad match for:
- New campaigns to gather data on search behavior.
- Broad, top-of-funnel goals like increasing website traffic.
- Industries with diverse search patterns.
Phrase Match
How It Works
Phrase match is more targeted than broad match. Your ad shows when a search includes your keyword phrase in the same order, with possible words before or after. For example, the phrase match keyword “organic coffee beans” could trigger ads for “buy organic coffee beans online” but not “coffee beans organic.”
Example Use Case
A local coffee shop uses a phrase match for “fresh roasted coffee” to target users searching for high-quality coffee they can buy or order.
Pros:
- Balances reach and relevance.
- Captures longer, specific search queries.
- Easier to control than broad matches.
Cons:
- Still allows some irrelevant variations.
- Requires regular review of search terms.
- May miss out on broader searches.
When to Use It
Phrase match works well for:
- Campaigns targeting specific products or services.
- Mid-funnel goals, like driving leads or product views.
- Keywords with predictable search patterns.
Exact Match
How It Works
Exact match is the most precise option. Your ad only shows for searches that match your keyword exactly or very closely (like singular/plural variations). For example, the exact match keyword [women’s running shoes] won’t trigger for “ladies’ athletic shoes.”
Example Use Case
An e-commerce brand selling premium sneakers uses exact match for [men’s leather sneakers] to target buyers ready to purchase that exact product.
Pros:
- Highly relevant clicks, boosting conversion rates.
- Lowers CPC by focusing on intent-driven searches.
- Great for controlling ad spend.
Cons:
- Limited reach, fewer impressions.
- Misses out on related search terms.
- Requires precise keyword research.
Ideal Scenarios for Use
Exact match is perfect for:
- Bottom-of-funnel campaigns aiming for sales or sign-ups.
- High-intent keywords with proven conversion rates.
- Budget-conscious campaigns needing efficiency.
Which Match Type Should You Use?
Choosing the right match type depends on your campaign goals. Here’s a quick comparison:
| Goal | Best Match Type | Why |
|---|---|---|
| Brand awareness | Broad Match | Casts a wide net to maximize impressions and discover new search terms. |
| Lead generation | Phrase Match | Targets specific queries while allowing some flexibility for variations. |
| Sales/conversions | Exact Match | Focuses on high-intent searches to drive purchases with minimal waste. |
| Testing new markets | Broad Match | Helps identify what your audience seeks in a new niche. |
| Budget optimization | Exact/Phrase Match | Reduces irrelevant clicks, keeping CPC low and ROI high. |
Strategy: Mix and Match
Smart advertisers often combine match types. Start with a broad match to explore search trends, then refine with phrases or exact matches for high-performing keywords. Regularly check your search term reports to spot irrelevant queries and add them as negative keywords to block wasteful clicks.
For more insights, read this 618Media article on optimizing PPC keyword strategy.
Advanced Tips
Combining Match Types with Smart Bidding
Google’s Smart Bidding uses machine learning to optimize bids for conversions. Pair it with:
- Broad match for discovery campaigns to let Google find high-potential audiences.
- Phrase match for mid-funnel campaigns to balance reach and intent.
- Exact match for bottom-funnel campaigns to maximize conversion optimization.
Optimization by Funnel Stage
- Top of Funnel: Use broad matches to attract curious browsers. Focus on impressions and CTR.
- Middle of Funnel: Switch to phrase match for users researching specific solutions.
- Bottom of Funnel: Rely on exact match for users ready to buy or sign up.
Regularly review performance data to shift keywords between match types as your campaign evolves.
How to Convert Between Match Types
Manually switching keywords between match types can be a pain. For example, changing “running shoes” from broad to phrase match requires adding quotation marks (“running shoes”) or brackets ([running shoes]) for exact match. Doing this for hundreds of keywords? No thanks.That’s where our keyword match type tool comes in. It automates the process, letting you bulk-convert keywords in seconds. Save time and focus on optimizing your paid search campaigns. Check out our tool here.
Conclusion
Picking the right keyword match types is like choosing the perfect fishing net too wide, and you catch junk; too narrow, and you miss the big fish. Use broad match to explore, phrase match to refine, and exact match to close the deal. Combine them strategically, leverage negative keywords to cut waste, and monitor performance to keep your Google Ads bidding on point.
One final tip: structure your campaigns with clear ad groups for each match type. This keeps your data clean and makes optimization easier. Ready to streamline your keyword strategy? Try our keyword match type tool to save time and boost results.
Happy advertising!
