What is Keyword Match Types?
Keywords are the words or phrases used while creating ads to match with the searches made by the people. Keyword Match Types are the Parameters set while running ads on google which tell the closeness of the keyword to match the term searched by the user in the search engine. This will make the ads to be considered for bidding. It will enable you to choose the type of keyword match according to your preference whether you want your ads to be reached to a wider audience or specific user searches.
Types of Keyword Match Types
1. Broad Match
2. Phrase Match
3. Exact Match
1. Broad Match
This is a loose matching keyword match type that shows your ads to people who search for that keyword, variations of that keyword, or any other related term to your keyword. This means that the search terms need not contain the keyword terms. Broad match type can be used to show the ads to a wider variety of searches by the users. This helps to grab more audience to visit your website, spend minimum time in creating a list of keywords and spend on the keywords that work. Broad match type is set by default to all your keywords when you don’t specify any other match types like exact match, phrase match.
Example 1:
| Broad Match Keyword: football shoes | |
|---|---|
| Search Query | Could Ad Show? |
| shoes for football | Yes |
| buy football shoes on sale | Yes |
| football kit | Yes |
| blue football shoes | Yes |
| casual sports shoes | No |
Example 2:
| Broad Match Keyword: cake shop | |
|---|---|
| Search Query | Could Ad Show? |
| cake shop | Yes |
| cake shop near me | Yes |
| cake pastry shop | Yes |
| cheese cake recipe | Yes |
| best pastry shop | No |
2. Phrase Match
This is a moderate matching keyword match type that shows your ads to people who search for the term which includes the meaning of your keyword. The meaning of the keyword can be suggested but not expressed and the searches made by the users are a very specific form of the meaning. Phrase match can be used to reach more audiences by showing the ads to them while they are searching for products/services relevant to your business. Phrase match is flexible to increase the ad visibility than that of the exact match. The phrase match is designated with double inverted commas.
Example 1:
| Phrase Match Keyword: "football shoes" | |
|---|---|
| Search Query | Could Ad Show? |
| shoes for football | Yes |
| buy football shoes on sale | Yes |
| football kit | No |
| blue football shoes | Yes |
| casual sports shoes | No |
Example 2:
| Phrase Match Keyword: "cake shop" | |
|---|---|
| Search Query | Could Ad Show? |
| cake shop | Yes |
| cake shop near me | Yes |
| cake pastry shop | Yes |
| cheese cake recipe | No |
| best pastry shop | No |
3. Exact Match
This is a tight matching keyword match type that shows your ads to people who search for a term that are the same meaning as that of the keyword. The exact match type can be used to reach people who are likely to search only for a specific keyword that you have used for bidding in google ads or any other very close variations of that keyword. Using exact match to run ads in google will fetch you a great Return on Investments for the ads enabling you to have control over the ad budgets. The phrase match is designated with square brackets.
Example 1:
| Exact Match Keyword: [football shoes] | |
|---|---|
| Search Query | Could Ad Show? |
| shoes for football | Yes |
| buy football shoes on sale | No |
| football kit | No |
| blue football shoes | No |
| casual sports shoes | No |
Example 2:
| Exact Match Keyword: [cake shop] | |
|---|---|
| Search Query | Could Ad Show? |
| cake shop | Yes |
| cake shop near me | Yes |
| cake pastry shop | No |
| cheese cake recipe | No |
| best pastry shop | No |
