If you have ever placed ads and wondered why they appear for some searches but not others, the answer is almost always related to match type in Google Ads. Learning about match type in Google Ads is one of the most crucial elements of launching profitable PPC campaigns, but it is also one of the most commonly overlooked or misunderstood concepts. The best part? You don’t have to be technical to get it right.
In essence, match type in Google Ads determines how closely the search query of a user must match your keyword before your ad will be shown.
What Is Match Types In Google AdsÂ
Before we proceed, it is important to define what match type in Google Ads really is. When you include keywords in your campaign, Google provides you with options on how to match those keywords with searches. These options are referred to as Google Ads keyword match types.
Each of these match types provides a different level of control and reach. Selecting the right match type can help you reach the right audience while preventing unnecessary clicks. This is why it is important for every advertiser to know the different types of keyword match types.
Types Of Google Match Types In Google Ads
There are three primary types of keyword match types that you should be familiar with. Each type has a unique application and is part of a broader match type strategy for Google Ads.
- Broad Match
Broad match allows your ads to have the largest reach. Google will display your ad for searches that are related to your ad, as well as for variations and synonyms. Although this type of match allows your ad to have a large reach, it may also attract irrelevant traffic if not closely monitored.
Broad match is best used in conjunction with smart bidding and negative keywords. It is commonly used during the awareness stage of a campaign.
- Phrase Match
Phrase match provides a balance between control and reach. Your ad will be displayed if the search contains your keyword in a meaningful way, even if additional words are added before or after.
Advertisers find phrase match to be the best match type for PPC campaigns when they want relevant traffic without being too restrictive.
- Exact Match
Exact match is the most controlled match type on Google Ads. Your ads will only appear when the search is an exact match of your keyword intent. Although the traffic is lower, the quality of traffic is much higher.
Exact match is best for high-converting keywords.
Keyword Targeting Options And Why They Matter
Your keyword targeting options have a direct effect on your spending and ad visibility. Using the wrong match type can result in wasted budget, but using the right match type can increase click-through rates and conversions.
Using effective keyword targeting options can help you:
- Control ad relevance
- Improve quality score
- Prevent unnecessary clicks
- Target users with higher intent
This is exactly why match type in Google Ads is so important to the success of PPC.
Match Type Strategy For Google Ads That Works
A strong match type strategy in Google Ads does not depend on a single match type. Rather, it is a combination of different match types depending on the objectives of the campaigns.
For instance:
- Using broad match to find new search terms
- Using phrase match for consistent and relevant traffic
- Using exact match for the best-performing keywords
By implementing this multi-layered strategy, advertisers are able to test, optimize, and scale their campaigns successfully. Eventually, advertisers are able to achieve improved results and reduced costs by refining their match type strategy in Google Ads.
Best Match Types For PPCÂ CampaignsÂ
Another question that often arises is whether there is a best match type for PPC campaigns, and how to choose the right PPC company. The truth is that it all depends.
If you are looking to reach and be seen, a broad match is a good option. If you are looking for a balance, phrase match is the way to go. If you are looking to convert, exact match is probably the best option.
Common Mistakes To Avoid In Match Types In Google Ads
Advertisers often struggle because they:
- Use broad match only, without negatives
- Use exact match only and limit growth
- Don’t use search term reports
- Don’t change match types over time
By avoiding these pitfalls, your Google Ads match type strategy will be more effective and efficient.
Final Thoughts
Ultimately, to end the day with success in Google Ads, it’s all about finding a balance. The right mix of Google Ads keyword match types, strategic keyword targeting options, and ongoing optimization can make a huge difference in the success of your Google Ads campaigns.Â
Whether you are just beginning or optimizing your current campaigns, being aware of the different types of Google Ads keyword match types and selecting the right match type for your PPC campaigns can help you save money and achieve better results, especially when advised by a professional PPC company in gurgaon.
