Keyword Match Types Overview in Google Ads – Everything You Need To Know

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When running Google Ads, understanding keyword match types is crucial. They determine when your ads show up. Let's break down the three types you'll use:

Broad Match

This is the default and casts the widest net. Your ad might show for misspellings, related searches, and variations Google thinks are relevant. It's like casting a big fishing net – you'll catch a lot, but not everything will be what you want.
Pros: Great for discovering new keywords and reaching a wide audience.
Cons: Can waste budget on irrelevant clicks if not managed carefully.
Use it when: You're starting out and want to explore or have a broad product range.

Phrase Match

More targeted than broad match. Your ad appears for searches that include your keyword phrase in order, but can have words before or after. It's like telling Google, "Show my ad when these words appear in this order, but other stuff can be around them."
Pros: Balances reach and relevance. Catches variations while maintaining some control.
Cons: Might miss some relevant searches that rephrase your keywords.
Use it when: You want to target specific phrases but allow for some flexibility.

Exact Match

The most precise option. Despite its name, it's not exactly "exact" anymore. It shows ads for close variants and implies user intent. Think of it as telling Google, "Only show my ad for searches very, very close to this."
Pros: Gives you the most control. Great for targeting specific terms.
Cons: Limited reach. You might miss out on relevant searches.
Use it when: You want tight control over spending or are targeting very specific terms.
In practice, a mix of these often works best. Start broad, see what works, then refine with phrase and exact match. Keep an eye on your results and adjust. Remember, the right match types can make your budget go further and bring in more relevant clicks.
Experiment, track, and refine – that's the key to mastering Google Ads keyword match types.