What are the Keyword Match Types on Google Ads and How to Use Them
Hello and welcome to the only place you need to be to understand all the different keyword match types on Google Ads, when you should use each different match type, and how you can use them for your different ad campaigns. Ready?
Broad Match is the most general match type there is. There’s no specific symbol for Broad Match. If you’ve never advertised on Google before, this is probably where to start.
Broad keywords will cover up a lot of search terms so it will bring the widest reach, but the least relevance. These keywords will match to misspelled search terms, synonyms, related searches, and relevant variations. Check our guide on Close Variants. In fact the exact words in a user’s search don’t need to be in a keyword for your ad to be triggered. For example, the keyword “motorcycle shop” as a broad match keyword would match to any search terms that mentioned “motorcycle”, “shop”, along with any synonyms or related terms as determined by Google.
Search terms that could trigger the Broad keyword “motorcycle shop”:
– motorcycle store
– bike stores
– mountain bike shops.
Broad Match Modifier (BMM)
Next up is Broad Match Modifier. It is commonly denoted by the symbol:
BMM keywords allow you to indicate all the terms you wish to trigger the ad, but it allows for additional words in between, before, or after these terms.
The BMM keyword + motorcycle + shop will only match to search terms that contain both the word motorcycle and the word shop, or close variants of these terms. The order of the search term does not impact the matching to the keyword.
Search terms that could trigger the BMM keyword + motorcycle + shop:
– motorcycle repair shop
– shop for a motorcycle
Now, Phrase Match keywords, denoted by the symbol:
A search term will trigger a phrase match keyword if it contains all its words in the same order without any other word(s) in between that change the meaning of the phrase (the example below is fine). Additionally, the query can have more words before or after the phrase.
Search terms that could trigger the keyword “motorcycle shop”:
– motorcycle bike shop
– motorcycle shops in London
And finally, Exact Match, denoted by the symbol:
Exact Match keywords are the closest thing you can get to full control in Google Ads (they still adhere to close variants)
Exact match keywords bring the highest relevance but covers the least ground in terms of queries, as only search terms that exactly match the keywords will trigger the ad. Hence, all the words need to be present without additional words before, after, or in between.
Search terms that could trigger the keyword [motorcycle shop]:
– motorcycle shop (or close variants)
One Last Match Type: Negative Keywords
Once you’re done adding the different types of keywords to your campaigns, don’t forget about Negative Keywords: keywords that you can add to PREVENT search queries from triggering your ads. In fact, we think it’s important enough for its own article, so read our full guide to Negative Keywords here.