Impact Group Marketing Blog

Keyword match types can make or break the success of your Google Ads campaign. Understanding when to use each Google keyword match type will help you balance relevancy with reach. There are four main match types: Broad Match, Broad Match Modifier, Phrase Match, and Exact Match. Learn how to optimize the performance of your ads and better control your budget by familiarizing yourself with these keyword match types, understanding how they work, and when to use each.

1) Broad Match: Expanding Your Reach

Broad match is the most flexible match type, allowing Google to match your keyword to searches that may include variations of your keyword, its synonyms, related terms, and even search intent. For example, if your keyword is “running shoes,” broad match might trigger your ad for queries like “sneakers for running,” “athletic footwear,” or “best shoes for jogging.”

When to Use Broad Match

Broad match is ideal for campaigns focused on reach, discovery, or when you’re looking to capture a broad audience. Use this match type if:

• You’re in a research phase: It’s helpful for discovering new search terms or expanding your keyword list.
• Your budget is flexible: Because broad match can lead to more impressions, it can also result in higher costs, especially if your targeting isn’t narrow enough.
• You want to capture intent-based variations: Since broad match considers intent, it’s great for catching audiences who might search using different words with the same meaning.

Example: If you’re a fitness brand wanting to reach a larger audience, broad match for terms like “yoga mats” could bring in people searching for “best workout mats,” or “eco-friendly exercise mats.”

2) Broad Match Modifier (BMM): Adding More Control

Broad Match Modifier, once available, allowed for slightly more control than broad match by requiring specific keywords (with “+”) to be present in the search query. While this match type is no longer available as of 2021, Google’s updated broad match now works in a similar way by prioritizing search intent with increased relevance.

3) Phrase Match: Maintaining Order and Meaning

Phrase match is more restrictive than broad match, allowing your ad to show only when the search query includes your keyword in the same order. However, it can still show for queries with words before or after your keyword phrase. For instance, if your keyword is “best pizza in Chicago,” your ad could result from searches like “cheap best pizza in Chicago,” or “find the best pizza in Chicago suburbs.”

When to Use Phrase Match

Phrase match is ideal when you want a balance of reach and relevance. Use this match type if:

• You want to target specific phrases: It’s useful if your audience is likely to use a particular sequence of words.
• You want to maintain the context of your keywords: For example, a query for “Austin pizza delivery” will keep your phrase intact, ensuring its relevance.
• Your budget is moderate: Phrase match offers good control and limits some irrelevant clicks, making it a budget-friendly option for many advertisers.

Example: For a home renovation business targeting local customers, using a phrase match for “bathroom remodeling in Dallas” could capture “affordable bathroom remodeling in Dallas” or “Dallas bathroom remodeling company.”

4) Exact Match: Maximizing Relevance and Specificity

Exact match is the most restrictive match type, showing ads only when the search query closely matches your keyword, with minor variations like misspellings or slight word order differences allowed. For example, the keyword “organic dog food” will trigger ads for “organic dog food” and possibly “dog food organic” but not broader terms like “healthy dog food.”

When to Use Exact Match

Exact match is highly effective when you want precision in your targeting. Use this match type if:

• You want maximum control: It’s perfect for campaigns where you’re targeting a specific audience or high-intent words.
• Your budget is tight: With exact match, you can focus on only the most relevant traffic, which conserves your budget.
• You’re targeting high-conversion keywords: If you know certain terms convert consistently, exact match ensures you’re reaching users searching precisely for that term.

Example: If you’re a plumber in Miami, using an exact match for “emergency plumber Miami” can help you avoid clicks from unrelated queries like “Miami plumber cost estimate” or “plumber Miami job openings.”

Choosing the Right Match Type for Your Goals

Each match type plays a distinct role, so your choice will depend on your campaign goals and budget, and how precise your targeting needs to be. Keep these key factors in mind:

• Broad Match is for reach and discovery
• Phrase Match helps maintain relevance and capture phrases with slight flexibility
• Exact Match maximizes control and ensures your budget goes toward highly relevant clicks.

Additional Tips for Success

1. Monitor and Optimize: Regularly review the search terms report to identify which queries triggered your ads and adjust keywords or match types accordingly.
2. Combine Match Types: Experiment with using multiple match types to see which yields the best results. Broad match can be combined with exact match keywords to balance reach and precision.
3. Use Negative Keywords: No matter the match type, always add negative keywords to filter out irrelevant traffic, saving budget and improving ad quality.

Hire a Professional

At Impact Group Marketing, we specialize in digital marketing across a variety of platforms. With over 25 years of experience, our digital marketing experts will manage your Google Ads and keyword match types to enhance your reach and relevance while being mindful of your budget. Contact us for a free quote to stop trying to keep up with the constantly shifting world of digital marketing on your own, and start creating effective, profitable advertising campaigns.