Are You Using the Wrong Keyword Matching Options on Google Ads?

If you’re only using broad match types for your keywords, then you have a problem. Unfortunately, broad match types will leave you with a lot of irrelevant, non-converting traffic and as a result they are a huge budget waster. In total there are currently four keyword match types available;

Broad Match

“Broad match is the default match type that all your keywords are assigned. Ads may show on searches that include misspellings, synonyms, related searches and other relevant variations. So, if your keyword is “women’s hats”, someone searching for “buy ladies hats” might see your ad.”

Broad Match Modifier

“Similar to broad match, except that the broad match modifier option only shows ads in searches including the words designated with a plus sign (+women’s hats) or close variations of them.”

Phrase Match

“Ads may show on searches that match a phrase, or are close variations of that phrase, with additional words before or after. Ads won’t show, however, if a word is added to the middle of the phrase, or if words in the phrase are reordered in any way. Designated with quotation marks (“women’s hats”).”

Exact Match

“Ads may show on searches that match the exact term or are close variations of that exact term. Close variants include searches for keywords with the same meaning as the exact keywords, regardless of spelling or grammar differences between the query and the keyword. Close variations here may also include a reordering of words if it doesn’t change the meaning, and the addition or removal of function words (prepositions, conjunctions, articles and other words that don’t impact the intent of a search), implied words, synonyms and paraphrases and words that have the same search intent. Designated with brackets, the keyword [women’s hats] could show when someone searches on Google for “hats for women”.”

So which keyword match type should you be using?

Well that all depends on your campaign goals, however here at Your Digital Marketer we mostly use a healthy amount of broad match modified, exact match and phrase match which offer control while still providing the leniency to research.

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Kevin is the founder of Your Digital Marketer and while he’s not working on client’s PPC campaigns he spends his time communicating with clients on a one-to-one basis to ensure that each client understands what their company can do to further improve their online presence.

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