Keyword Match Types in Google Ads

 

What are Keywords in Google Ads?

Keywords are nothing but the search query, word or phrase we generally type in Google and search. Keywords play a very important role in Google Ads and also in Digital Marketing. The results we get in Google are only because of the keywords. 

It is very essential to select a proper list of keywords which are relevant to the company’s product and services and also has a good number of searches for the advertising campaigns since we are paying money for every click in Google Ads. The amount we pay to Google for every click is called Bid Rate. 

Best Techniques to build up high search volume keywords.

Keywords selection is a time consuming process and it is important to spend time as we need to build up a very effective list of keywords to get good results and better ROI (Return On Investment) for any business. Also the ads will be visible for the right audience / customers. So whatever keywords we select should match with the search query / term of our potential customers so that they can easily find about our product and services. 

Things to consider while selecting keywords:

• Understand the business very well for which you need to plan the keywords. This includes the product or services of the company, target location and who would be the most relevant audience. Once this is understood it will be very easy to select appropriate keywords.

• Think of as many as possible keywords like how your customers may type and search in Google with all possible combinations, without missing any potential keyword (The keyword which is relevant and highly searchable). Categorise them based on what the company is selling. 

• In case you’re running short of keywords you can take some ideas from Google with the help of related searches.  

 OR

• The Keyword Planner Tool from Google Ads will also help us in selecting the right keywords, as it gives us information about the number of searches, competition and bid rate for the keywords.
  
  

• If you have a very specific set of audience then selecting specific keywords will be more appropriate. However if your target audience is generic then opting for general keywords will be more relevant. Generic keywords will also be helpful in reaching more customers.
  
  

What exactly does Keyword Match Type MEANS?

Keyword Match Type is the technique or the method how Google will match our keywords with the customers search query or search term. This helps us in reducing the duplication of keywords and also helps us to maintain a well organised Google Ads account. 

Types of Keyword Match Types in Google Ads

We have different types of keyword match types:

• Exact Match - The symbol for Exact Match is [keyword]. If we use exact match for our keywords then Google will match exactly with the same keyword what the users are searching for. It may also help you to get higher CTR as the keywords will be more specific. However may not be helpful in all types of Business.

•  Phrase Match -  The symbol for Phrase match is “Keyword”. Phrase match helps to match keywords with prefix or suffix included along with the keyword. Even if a word is added with the keyword before or after, singular or plurals, stemming etc. will be matched in Phrase Match. It is more flexible compared to exact match and  more specific than the default Broad Match.
  
  

• Broad Match - Broad match has no specific symbol. It is the default match type in Google Ads. The name itself suggests that the keywords are matched in a broader way. Broad match helps to get more traffic for the website, however it may also show ads for the searches that are not in the keyword list or searches which are related to the keywords but actually does not have the same meaning or may be irrelevant for the business.
  
  

• Broad Match Modifier - Broad Match Modifier is used with +symbol. It helps us control more compared to Broad Match as it shows the keywords matching with the words for which we have added +symbol. Ads will appear for the keywords which have +symbol along with other variations if included in the search term. However there is still the possibility of attracting irrelevant clicks / customers if we do not use Negative match in a proper way.
  
  

• Negative Match - Negative Match Type is used with a -symbol. It is used to avoid our ads appearing for the words which are similar to our business but actually not relevant.  It helps us to eliminate the irrelevant clicks which will reduce the unnecessary amount we pay. Using negative keywords is highly recommended, even by Google.   

Benefits of Keywords Match Types

• Helps in avoiding duplication of keywords

• Reduces cost for irrelevant clicks

• Relevant Leads will be generated.

• Well organised Google Ads account

• Increases CTR