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