Some don’t put much heed to what match type to use for their keywords. However, this is as much a crucial task, as what benefit would one get by running a campaign that is not targeted properly.
Before we start, here is a primer on the keyword match types available with Google Ads:
Broad Match Type:
Broad match is the default match type that Google offers. Broad means covering a large area so your campaign can match to the widest range of search terms searches which are partly related to your keywords.
Phrase Match Type:
Phrase Match type keywords will let your ad triggered only when the search has been done in the same order as mentioned by you or close variants. Your ad will not be triggered if any word has been added in the middle of the phrase as it will change the meaning of the entire phrase.
Exact Match Type:
With Exact Match, Google allows your ad to be triggered when customers are searching for your exact keyword or close variants of your exact keyword. Close variants include searches for keywords with the same meaning as the exact keywords, regardless of spelling or grammar similarities between the query and the keyword.
Broad Match Modifier:
Like phrase match, broad match modifier (BMM) also covers a wide audience but unlike broad match, it has better control as to who sees the ad. BMM will trigger your ads if the keywords are present in the search query in the exact or close variant form.
[Update as on 14th July 2021] – Starting in late July, advertisers will no longer be able to create new broad match modifier keywords. Read about the update here.
So, how do you know which keyword match type to use and when? We help you figure out 6 of the key things that can help with the match type selection process
1) Which match type to use for your high valued keywords?
If you identify a profitable keyword, using the exact match type helps you bid more aggressively as you end up avoiding the risk of spending on irrelevant search terms. With this, you get clicks that are more likely to convert and reduce budget spillage.
2) Why should you use the right mix of keyword match types?
Restricting your keywords to just one match type will only help meet the intent that, that match type helps serve. For instance, broad match helps expand your reach, but by just using broad match type keywords you are keeping the search window open to traffic that is not relevant to your business. So in order to control that you need to use the right combination of match types. Ideally broad match type to capture more volume and exact to capture valuable traffic. It also, in the long run, helps you give real-time insight what is working for
3) How to expand the reach of your keywords?
Broad match type keywords make sure that you don’t miss out on those potential search queries. Here is a post around how and why broad match type keywords can help you expand your reach.
4) How should you manage your long-tail keywords?
Ideally using broad match modifier or phrase match for your long-tail keywords will ensure that you don’t miss out on any relevant search queries. It will help you cover even those search queries that you may not be aware of.
5) Why you should opt for match type promotion?
Migrating high valued terms on the go helps in focusing your ads to a more targeted audience. So, if you have added a keyword as a broad match modifier match type and realize that they are profitable enough, you can migrate them to phrase match type. Similarly, high valued keywords added under phrase match type can be switched to exact match type.
6) Why you shouldn’t add close variants as individual keywords?
Your ads are triggered for close variants of your keyword also. All match types capture keyword variations as well. So avoid adding these variations separately and creating duplicate keyword sets in your campaign.