The Ultimate Guide to Google Ads Match Types

Google Ads match types are one of the most effective ways to manage your Google Ads account and keep ads performing optimally. Match types allow advertisers to specify how they want their keywords to match so that ads are less likely to trigger on irrelevant searches. For example, you can choose from broad, phrase or exact match types. Each type of match type is useful for different advertisers in various scenarios. This article will cover everything you need to know about Google Ads match types and which one is right for you.

What are Google Ads match types?

Match types are the criteria used to determine whether a keyword is matched with an ad. In Google Ads, you can specify a match type for each keyword so that your ad is less likely to trigger for irrelevant searches. For example, you can choose from broad, phrase and exact match types.

How to use match types in Google Ads

Match type settings can be found directly within the “keywords” tab of your Google Ads campaign. Locate your keyword, select “edit”, and then select “match type”.

When using match types, it’s important to know that you can select from three options: Broad, Phrase, or Exact. Broad match is the default for all keywords, which means the search term must include your chosen keyword for your ad to show. Phrase and Exact match types allow you to use keywords that are a subset of your keyword. These match types allow you to be more specific about which search terms trigger your ad.

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Types of Google Ads match types

Exact Match

Exact match is the most specific match type, triggering your ad when the search term exactly matches your keyword. If someone searches for “blue shoes,” an exact match ad will not show for “blue sandals” or “blue shoes for men.” Exact match is ideal for products with a specific name, such as “biodegradable spoons”.

Phrase Match

Phrase match triggers your ad when the search term contains your keyword, in any order, as a phrase. If someone searches for “blue shoes,” a phrase match ad will also show for “blue sandals” and “blue shoes for men.” Phrase match is best for generic terms (e.g., “blue shoes”) that your business would like to target.

Broad Match

Broad match triggers your ad when the search term includes your keyword, in any order, with any additional words. If someone searches for “blue shoes” or “blue sandals,” a broad match ad will show for “blue shoes for men” or “cheap blue sandals.” Broad match is best for terms you want to target but aren’t specific enough for exact or phrase match.

How to change your matching type in Google Ads

If you’re using broad or phrase match and would like to be more specific with your targeting, you can change the matching type to exact. If you’re using exact match and would like to broaden your targeting, you can change the matching type to broad. No matter which match type you choose, Google Ads will not show your ad if the search term doesn’t match your keyword. To make the change, select “edit” next to your keyword, select “match type,” and then select “apply.” Once you select “apply,” your change will take effect within one hour.

Summary

If you use Google Ads, make sure you’re using match types to their full potential. By choosing the right match type for each keyword, you’ll be less likely to show your ads for irrelevant searches, which will help keep your campaign costs low.

Looking to improve your Google Ads results? Get in touch with our team for a no obligation account audit.

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