Google Ads keyword match

Selecting the right keywords and match types—broad, phrase, or exact—is essential to running a successful Google Ads campaign. Each match type serves a different purpose and understanding when to use them can directly influence your results.

Before setting up a campaign, advertisers should research and understand their business offering, whether it’s a product or a service. It’s also important to note that Google Ads keywords are used differently than SEO keywords. While they can complement each other, Google Ads keywords are tailored for paid placements and conversions, whereas SEO focuses on organic visibility. Using SEO keywords directly in paid campaigns is not recommended, as it can lead to inefficient spending and a lower return on investment (ROI).

Keyword match

Keyword match types in Google Ads determine how closely a user’s search query must match your keyword for your ad to be shown. Choosing the right match type helps you control who sees your ads, how much traffic you receive, and how relevant that traffic is.

Broad match

Broad match allows your ads to appear when a user’s search query includes any word from your keyword phrase, in any order. It also captures related terms, synonyms, and variations, giving your campaign the widest possible reach.

Advantages

• Visibility: Broad match allows your ads to span a broad spectrum of search queries, expanding your reach and enhancing visibility.
• Discovery: By tapping into the expansive landscape of broad match, you can uncover new and relevant keywords that may have otherwise gone unnoticed.

Example

Keyword: Running Shoes

With a broad match keyword like Running Shoes, your ad may appear when users enter search queries related to or containing the words "running" and "shoes", in any order and potentially along with other words. This gives your campaign a broad reach and allows Google to interpret the user’s intent more flexibly.

Your ad may show for queries like:

• Best running shoes for beginners
• Affordable shoes for running
• Running sneakers with arch support
• Are running shoes necessary for jogging?

While broad match provides a wide range of potential matches, it’s important to note that it can also lead to your ad being triggered by searches that might not be directly relevant to your product or service. To manage this, it’s crucial to regularly review search terms in your Google Ads account and add negative keywords as needed to refine your targeting.

Using broad match can be beneficial for discovering new and unexpected search terms that might be relevant to your business, but it requires ongoing monitoring and optimisation to ensure your ad budget is spent effectively on the most relevant searches.

Phrase match

Phrase match displays your ads when a user’s search query contains the exact phrase you specify, with words allowed before or after. It offers a balanced approach between reach and precision.

Advantages

• Balanced: Phrase match strikes a middle ground, offering a more targeted reach compared to a broad match while still allowing some flexibility.
• Controlled: Accommodates searches that include your keyword phrase in the correct order, with slight variations.

Example

Keyword: "Running Shoes"

With a phrase match keyword like "Running Shoes", your ad may appear when users enter search queries that include the exact phrase “running shoes,” but with additional words before or after it. This provides a more targeted reach compared to broad match.

Your ad may show for queries like:

• Best running shoes for women
• Running shoes for flat feet
• Top-rated running shoes
• Where to buy running shoes online

In this case, your ad will be triggered as long as the user’s search query includes the phrase “running shoes” in the specified order, but additional words can be present.

Phrase match offers more control and specificity compared to broad match, making it a good choice for advertisers who want to capture a more targeted audience while still allowing for some variations in search queries. As with broad matches, regularly reviewing and adjusting your strategy based on performance is important to ensure optimal results.

Exact match

Ads appear only when a user’s search query exactly matches the keyword. It offers the most precise targeting. Ads appear exclusively when a user’s search query precisely matches the specified keyword.

Advantages

• Precision: Exact match delivers the highest level of precision and control, ensuring your ads are displayed only for exact keyword matches.
• Efficiency: This match type often leads to more efficient spending, as your budget is directed towards specific, high-converting queries.

Example

Keyword: [Running Shoes]

With an exact match keyword like [Running Shoes], your ad will only appear when users enter search queries that exactly match the specified keyword, without additional words or variations.

Your ad may show for queries like:

• Running shoes
• Buy running shoes
• Running shoes for sale

In this case, your ad will only be triggered when the user’s search query exactly matches the keyword [running shoes].

Exact match provides the highest level of precision and control over which search queries trigger your ads. It is suitable for advertisers who want to capture a very specific audience and ensure that their ads are shown only to users searching for the exact terms specified.

However, keep in mind that using an exact match may limit the reach of your campaign and it’s important to monitor performance and adjust your strategy accordingly to ensure you are reaching your desired audience effectively.

Optimisation

To maximise campaign performance, use a combination of keyword match types. A blended approach allows you to balance broad reach with targeted precision, adapting to different user intents.

Ongoing optimisation is key. Regularly review keyword performance data to identify high-performing terms and underperforming matches. Use this insight to adjust your match types, bids, and targeting strategies.

Effective use of keyword match types requires both strategy and flexibility. By thoughtfully applying broad, phrase, and exact match keywords—and continuously refining your approach—advertisers can improve relevance, reduce wasted spend, and drive stronger campaign results.