Master keyword research, selection, and match type strategies for search campaigns.
Covers keyword fundamentals including keyword research using Keyword Planner, understanding search intent, match types (broad match, phrase match, exact match), negative keywords, and keyword optimization strategies. Includes understanding how match types work with Smart Bidding, the role of close variants, and how to analyze search terms reports to refine keyword strategies.
5 minutes
5 Questions
Keywords and match types are fundamental components of Google Ads Search campaigns that determine when your ads appear to users. Keywords are the words or phrases you select to trigger your ads when users search on Google. Match types control how closely a user's search query must align with your chosen keywords for your ad to be eligible to show.
There are three main match types in Google Ads:
1. **Broad Match**: This is the default setting and offers the widest reach. Your ads may show for searches that relate to your keyword, including synonyms, related searches, and variations. For example, if your keyword is 'running shoes,' your ad might appear for 'athletic footwear' or 'jogging sneakers.'
2. **Phrase Match**: Indicated by quotation marks around your keyword, this type shows your ads for searches that include the meaning of your keyword. The search must contain your keyword phrase in the same order, though additional words can appear before or after. For 'running shoes,' your ad could show for 'best running shoes for beginners.'
3. **Exact Match**: Denoted by brackets [keyword], this provides the most precise targeting. Your ads show for searches that have the same meaning or intent as your keyword. For [running shoes], ads appear for very close variations like 'shoes for running.'
Choosing the right match type depends on your campaign goals. Broad match maximizes reach and helps discover new search terms, while exact match offers tighter control over when ads appear. Phrase match provides a balance between reach and relevance.
Negative keywords are equally important, allowing you to exclude specific terms and prevent your ads from showing for irrelevant searches. Combining strategic keyword selection with appropriate match types helps optimize your budget, improve click-through rates, and drive qualified traffic to your website.Keywords and match types are fundamental components of Google Ads Search campaigns that determine when your ads appear to users. Keywords are the words or phrases you select to trigger your ads when users search on Google. Match types control how closely a user's search query must align with your c…