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Google Ads Keyword Match Types EXPLAINED - 2022 AdWords Guide

Google Ads Keyword Match Types EXPLAINED (2022)

When you first become an advertiser on AdWords, there are 3 Google Ads Keyword Match Types that you need to be aware of. When targeting keywords in your search campaigns, you have three different match types to choose from: broad match, phrase match, and exact match. Depending on your objectives, each of them can be used in a different way, and we will discuss them in great detail in this post.

You can start by watching our video below or directly on YouTube.

Google Ads Keyword Match Types Video


Broad Match Keywords

When you target broad match keywords, there are no modifiers (no quotes or brackets around the keyword). Any search terms that are relevant to your intended keyword will match broad match keywords. They can help big-budget advertising by expanding their campaigns.

My Opinion on Broad Match:  The Broad keyword match type should be used by advertisers with big expenditures or those that are eager to conduct extensive testing. You want to use intelligent bidding in addition to having a strong negative keyword approach. 

Broad Match Example

The term should not be included in quotes or brackets when entered into your ad group. A broad match keyword would be entered in the format: example keyword here.

Broad Match Keywords

Phrase Match Keywords

When you target phrase match keywords, the full keyword is surrounded by quotations. Phrase match keywords match any search terms that contain your keyword and its meaning. Only pertinent search words that are closely linked to your keyword will be matched to your advertising.

My Opinion on Phrase Match: Because they offer a lot of search volume without sacrificing relevance, they are my preferred match type for the majority of marketers.

Phrase Match Example

If a phrase needs to appear in a search query, you would put quotes around it when entering the term into your Ad Group. A modified broad match keyword might be entered as “sample keyword here.”

Google Ads Keyword Match Types EXPLAINED (2022)

Exact Match Keywords

When you target an exact match keyword, brackets are present all around the keyword. Exact match keywords will match precise search queries as well as similar-meaning searches.

My Opinion on Exact Match: They will provide you with the best targeting and most relevant advertising for your landing pages. You will have a lower volume of overall searches, though.

Exact Match Example

In your ad group, you would put your keyword and enclose it in quotes. An exact match keyword would be entered in the format: [example keyword here].

Exact Match Keywords

How to Target Specific Keywords & Types in Google Ads

Log in to your Google Ads account first. Next, start a fresh Search campaign or start a fresh Ad Group within an already running campaign.

Next, decide which keywords you want to concentrate on. You should only use one of the available keyword match types per ad group and avoid using several match types to target the same term.

Lastly, click the ‘Save And Continue’ button to target the keywords.

Google Ads Target Keyword Tips

You must comprehend near variants, negative keywords, and display keywords as you learn how to target keywords in Google Ads.

Keyword Close Variants in Google Ads

All of your keyword match types (exact, phrase, and broad match keywords) will be expanded to include close variations, which are very similar searches. For instance, near variants can contain misspellings, singular and plural keywords, stemmings, abbreviations, and accents. It’s crucial to comprehend how different keyword variations affect your marketing.

Close Variant Keyword Example: Because they share the same purpose, search terms like “farm curtains” or “farmhouse curtain” will also match if I’m targeting the exact match keyword “farmhouse curtains”.

Negative Keywords in Google Ads

Negative keywords are used to block your adverts from appearing for irrelevant or poorly performing search terms. Our post on Google Ads Negative Keywords has more information. For your benefit, we’ve included a video below so you can see how they operate. Negative wide match, negative phrase match, and negative precise match keywords are the several kinds of negative keyword match types.

In Summary

You must understand keyword targeting if you want to use Google Ads and Microsoft Advertising search campaigns. The effectiveness of a campaign as a whole depends on how certain keywords are used.

Need Help With Your Google Ads Campaign?

Feeling like you’re in over your head when it comes to Google Ads? At Savvy Digital, we’re experts in managing/optimizing Google Ads and are here to help you achieve the best possible results from every campaign. Contact Savvy Digital to get started with Google Ads setup today, or book in a FREE Google Ads audit. We can also help with setting up a Google Ads Call-Only campaign of course!

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Certified in various marketing disciplines, including SEO, CRO, Lead Generation, Email, PPC and Brand Strategy – Founder of Savvy Digital.

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