Why are Keyword Matching Options so Important?

• The keyword match types indicate the degree to which the keyword must align with the user’s search query for the ad to be eligible for the auction. For example, you could use a broad match to display your ad for a wider range of searches or you could use an exact match to target specific searches.

What are the 3 Keyword Match Types?

Broad Match

• Ads may show on searches that are related to your keyword, which can include searches that don’t contain the direct meaning of your keywords. This helps you attract more visitors to your website, spend less time building keyword lists and focus your spending on keywords that work.
• It is the default match type that all your keywords are assigned because it is the most comprehensive. That means you don’t have to specify another match type (like exact match or phrase match).
• To deliver relevant matches, this match type may also take into account the following:
  • The user’s recent search activities.
  • The content of the landing pages and assets.
  • Other keywords in an ad group to better understand keyword intent.

Example: If you choose as the broad keyword “low-carb diet plan”, ads may show on searches for “carb-free foods”, “low-carb diets” or “carb-free meals”.

Phrase Match

• Ads may show on searches that include the meaning of your keyword. The meaning of the keyword can be implied and user searches can be a more specific form of the meaning.
• You can reach more searches than with exact match and fewer searches than with broad match, only showing your ads on the searches that include your product or service.

Example: If you choose as the phrase keyword “tennis shoes”, ads may show on searches for “shoes for tennis”, “buy tennis shoes on sale” or “red tennis shoes”.

Exact Match

• Ads may show on searches that have the same meaning or same intent as the keyword.
• Of the 3 keyword matching options, exact match gives you the most steering over who views your ad, but reaches fewer searches than both phrase and broad match.

Example: If you choose as the phrase keyword “shoes for men”, ads may show on searches for “shoes men”, “men shoes” or “men shoe”.

Negative Keywords

• You can use negative keywords to exclude your ads from showing on searches with that term. For example, if you’re a hat company that doesn’t sell baseball hats, you could add a negative keyword for baseball hats.

How Performance Max works with Search campaigns and keywords?

• Performance Max complements existing Search campaigns and respects your keyword targeting.
• If the user’s search query is identical to an eligible Search keyword of any match type in your account, the Search campaign will be prioritized over Performance Max.
• If the query isn’t identical to an eligible Search keyword (including the spell-corrected search term), the campaign or ad with the highest Ad Rank, which considers creative relevance and performance, will be selected.

Conclusion

Keywords are a big part of how Google Ads works for your campaigns. They help you decide who sees your ads and when. By choosing the right match types, like broad, phrase or exact, you can control how wide or narrow your ad reach is.

Negative keywords also help by blocking the wrong traffic. When used the right way, keyword matching can bring in the right customers and help you get better results from your ads.