When running Google Ads, choosing the right keyword match type is crucial for controlling who sees your ads and how much you pay per click. The wrong match type can waste your budget on irrelevant clicks, while the right one can improve click-through rates (CTR) and conversion rates. In this blog, we’ll break down the different keyword match types and help you choose the best one for your advertising goals.
What Are Keyword Match Types?
Keyword match types determine how closely a user’s search query needs to match your chosen keywords for your ad to appear. Google Ads offers three main types:
- Broad Match
- Phrase Match
- Exact Match
Each type has its pros and cons, impacting reach, cost, and relevance.
1. Broad Match – Maximum Reach, Less Control
Broad match allows your ads to appear for a wide range of searches related to your keyword.
For example, if your keyword is “digital marketing services,” your ad might show up for searches like:
- “best online marketing services”
- “SEO and PPC strategies”
- “social media ads expert”
Pros:
- Maximum reach
- Great for discovering new keywords
- Works well with Smart Bidding strategies
Cons:
- Less control over search intent
- Higher risk of irrelevant clicks and wasted budget
To avoid irrelevant traffic, use negative keywords to filter out searches that don’t match your business goals. For more help with keyword targeting, visit our Google Ads management services.
2. Phrase Match – Balance Between Reach & Precision
With phrase match, your ad appears when a search query includes your keyword phrase in the same order, but with possible extra words before or after.
For example, if your keyword is “digital marketing services,” your ad could show up for:
- “affordable digital marketing services”
- “best digital marketing services in the UK”
But not for unrelated searches like “SEO strategies for business”.
Pros:
- More control over search intent
- Less risk of irrelevant clicks
- Higher CTR compared to broad match
Cons:
- Less reach than broad match
- Might miss out on some relevant variations
Using phrase match is ideal if you want to target specific search queries while maintaining some flexibility. Need expert help with Google Ads campaigns? Check out our PPC services.
3. Exact Match – Highest Control, Lowest Reach
Exact match ensures that your ad only appears when a search query exactly matches your keyword or a close variant.
For example, if your keyword is “digital marketing services,” your ad might appear for:
- “digital marketing services”
- “marketing services digital” (close variant)
But it won’t appear for:
- “best digital marketing companies”
- “SEO services for business”
Pros:
- Highest relevance and conversion rates
- Low CPC (Cost-Per-Click) due to better Quality Score
- Best for high-intent, targeted traffic
Cons:
- Very limited reach
- Requires extensive keyword research
Using exact match is great for highly specific, conversion-focused campaigns. If you need help with keyword research and optimization, check out our SEO services.
Which Keyword Match Type Should You Use?
Choosing the right match type depends on your goals and budget:
- Use broad match for maximum exposure and new keyword discovery.
- Use phrase match for a balance between reach and control.
- Use exact match for high-intent, targeted traffic.
For best results, combine all three match types in a structured Google Ads strategy. Monitor performance, use negative keywords, and adjust bids accordingly.
Conclusion
Understanding keyword match types is key to a successful Google Ads campaign. Using the right match type helps you control costs, improve relevance, and boost conversions.
Need Expert Help?
If you want to optimize your keyword targeting and get the best ROI from Google Ads, contact Social Media Max today! Call us at 0161 399 3517 or email Syed_66@hotmail.com for a free consultation.