Keyword match types are a feature in Google Ads that allow you to control which search terms trigger your ads. There are three main keyword match types: exact match, phrase match, and broad match. Understanding the differences between these match types is important for ensuring that your ads are shown to the right audience.
1. Exact match
Exact match keywords are the most specific type of keyword match type. With exact match, your ads will only be shown to users who search for the exact keyword or phrase you have specified. Exact match keywords are denoted by square brackets, like this: [keyword].
For example, if you have the exact match keyword [red shoes], your ad will only be shown to users who search for the exact phrase "red shoes". This match type is best suited for businesses that want to show their ads to a very specific audience.
2. Phrase match
Phrase match keywords are slightly less specific than exact match keywords. With phrase match, your ads will be shown to users who search for the exact phrase you have specified, as well as other search terms that include the phrase. Phrase match keywords are denoted by quotation marks, like this: "keyword".
For example, if you have the phrase match keyword "red shoes", your ad will be shown to users who search for the exact phrase "red shoes", as well as other search terms that include the phrase, such as "red shoes for sale". This match type is best suited for businesses that want to show their ads to a broader audience while still maintaining some level of specificity.
3. Broad match
Broad match keywords are the least specific type of keyword match type. With broad match, your ads will be shown to users who search for related terms, synonyms, misspellings, and other variations of your keyword. Broad match keywords are denoted by no special characters, like this: keyword.
For example, if you have the broad match keyword red shoes, your ad could be shown to users who search for related terms like "red high heels", "red running shoes", or "red shoe store". This match type is best suited for businesses that want to show their ads to a very broad audience.
Overall, the type of keyword match type you choose will depend on your business goals and the level of specificity you need to reach your target audience. By using the right match type for your keywords, you can ensure that your ads are shown to the right audience and improve the performance of your Google Ads campaigns.