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Choose the Right Keyword Match Types - Google Ads

Choose the Right Keyword Match Types – Google Ads

The Importance of choosing the correct Keyword Match Types. To build your search campaigns you need to setup Keywords in every Ad Group. You must add keywords that match the words or phrases that people search for.

Keyword Match Types

Broad Match
Broad Match Modifier
Phrase Match
Exact Match

Symbol

Keyword
+Keyword
“Keyword”
[Keyword]

Broad Match

Broad match is the default match type that all your keywords are assigned to. Ads may show on searches that include misspellings, synonyms, related searches, and other relevant variations. So if your keyword is “women’s hats,” someone searching for “buy ladies hats” as well as “women’s scarves” might see your ad.

Example: if your keyword is: kids vegan shoes

Your Ad may show for searches such as:

kids vegan shoes
vegan shoes for toddlers
ethical kids clothes
vegan shoe brands

Broad Match Modifier

Similar to broad match, except that the broad match modifier option only shows ads in searches that include the words with a plus sign “+” in front of them (+women’s hats), or close variations of the “+” terms.

Example: if your keyword is: +red +shoes

Can match search queries such as:

red men’s shoes
red sneakers
red shoes for kids

But not search queries such as:

blue shoes
kids sneakers

Phrase Match

Ads may show on searches that match a phrase, or close variations of that phrase, which may include additional words before or after. Ads won’t show, however, if a word is added to the middle of the phrase that changes the meaning of the phrase. Phrase match is designated with quotation marks (“women’s hats”). 

Example: if your keyword is “tennis shoes” in quotations

Can match search queries such as:

red leather tennis shoes
buy tennis shoes on sale
red tennis shoes

But not search queries such as:

tennis sneaker shoes

Exact Match

Ads may show on searches that match the exact term or are close variations of that exact term. Close variants include searches for keywords with the same meaning as the exact keywords, regardless of spelling or grammar differences between the query and the keyword but without additional words before or after. Exact match is designated with straight brackets ([red shoe]). 

Example: if your keyword is [shoes for kids] in brackets

Can match search queries such as:

kids shoes
shoes kids
kids shoe
shoes for a kid

But not search queries such as:

red shoes for kids
buy kids shoes

Choose a simple keyword strategy

Choose a simple keyword strategy that fits your needs. One way as recommended by Google is to have different match types in the same Ad Group since only 1 keyword will trigger your Ad at a time.

Keyword Match Types

Broad Match Modifier
Exact Match

Symbol

+Keyword
[Keyword]

To Add new Keywords go to the relevant Ad Group > In the Keywords tab click the + sign in the Keywords tab (refer) video below. Don’t forget to add the correct match type symbols.

To come up with new keyword ideas or to see the estimated search volume of specific keywords use the Keyword Planner. Watch the free video: How to Use Google Keyword Planner – Discover New Keywords.

Negative Keywords

Another very important component of keywords is Negative Keywords. Negative Keywords prevent your Ads from being triggered by certain words or phrases.

Negative Keywords also use match types. The difference between Negative Keywords and their positive counterparts is that you need to use:

synonyms
singular
plural
misspellings
close variations

Example: your store sells shoes for kids but not running shoes

You want your Ad to show for queries such as:

kids shoes
shoes for kids
kids shoe
shoes for a kid

But you don’t want your Ad to show for queries such as:

running shoes

If you add the exact match negative keyword

[running shoes]

you would still be showing your Ads to search terms such as:

running shoe
shoes for running
running sneakers

To avoid this you need to add other variants such as:

[running shoes]
[running shoe]
[shoes for running]
[running sneakers]

or simply add running as a phrase match negative keyword.

“running”

How to Add Negative Keywords?

Go to your Google Ads > Keywords > Negative Keywords (watch the video below).

Recap

Choose-the-Right-Keyword-Match-Types-Google-Ads-2

Video

Please click to view video:

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