All you need to know about Keyword Match Types

Table of Contents

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:

If you add sweater as a broad match keyword, Google Ads will show your ad for the searches containing that term or a similar one like sweater, cold sweaters, winter essentials, sweaters for winter and woolen sweaters.

Example 2:

If you add zumba dance workout as a broad match keyword, Google ads will show your ads for the searches containing that term or a similar one like zumba dance workout, home workouts, aerobic exercise, zumba dance classes and workout for weight loss.

Example 3:

If you add women’s jackets as a broad match keyword, Google Ads will show your ad for the searches containing that term or a similar one like women’s jackets, clothing for women, jackets for women, buy women jackets and trendy jackets for women.

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:

If you add “cricket bat” as a phrase match keyword, Google Ads will show your ad for the searches like “cricket bat”, “buy cricket bat”, “price of cricket bats”, “mrf cricket bats”, “best bats for cricket”, “shops of cricket bats” and “best cricket bats”.

Example 2:

If you add “healthy cookies” as a phrase match keyword, Google ads will show your ads for the searches like “healthy cokies”, “healthy chocolate cookies”, “healthy cookies for weight loss”, “healthy cookie shop” , “healthy diet biscuits”, and “without sugar healthy biscuits” and “healthy cookie recipes”.

Example 3:

If you add “boots for men” as a phrase match keyword, Google ads will show your ads for the searches like “boots for men”, “brown boots”, “footwears for men”, “buy men boots” , “boots shop”, “best boots for men” and “buy black boots”.

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:

If you add [football shoes] as a exact match keyword, Google Ads will show your ad for the searches like [football shoes],  [buy football shoes], [shoes for football] and [shoes football].

Example 2:

If you add [buy women’s trousers] as a exact match keyword, Google Ads will show your ad for the searches like [buy women’s trousers],  [trousers for woman], [trousers woman] and [woman trousers].

Example 3:

If you add [healthy cakes recipe] as a exact match keyword, Google Ads will show your ad for the searches like [healthy cakes recipe], [healthy recipes of cakes], [recipes of healthy cakes] and [cake recipe healthy].

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