Keyword match types in Google Ads

Advertisers invest a lot of time, to determine the keywords, that exactly match the search terms entered by Google, to be used in Google Ad campaigns. Choosing the right keywords is the most important pillar of any paid campaign. If you are not paying attention while creating your campaign, your keyword will generate a lot of unnecessary clicks and impressions.

Similar to the Long- and short-tail keywords, keyword match types can make a huge difference in your Google Ads campaign. Let's assume, You thought about it after doing extensive research, “Bio-Shampoo” to use as one of the keywords. When you add this keyword to your campaign, the following questions are asked in advertising:

• Organic shampoo for men

• Organic anti-dandruff shampoo

• Chemiefreies Shampoo

• Organic shampoo against hair loss

• Herbal shampoo against hair loss and much more.

Some of them, that are closely relevant and related, bring users to your website, to show products, that you might be interested in. However, some show those, that don't suit you well. In such cases, keyword match types are of great use.

There are four types of keyword matches:

• A broad match is the least exclusive and gives you the lowest level of control. It is probably not the best method, to Start with it. This is a standard type of match. This leads to wasted ad budget and detracts from ROI.

• Changed broad match is displayed for changes to keywords. Queries for keywords are triggered, that are different from your original ones. Search queries are created, which are more suitable.

• The phrase match must be made with the queries, that contain a certain phrase. Your ad will be shown to those, who performed a search using your keyword's phrases. When a user does a query with the keywords above, used between or after phrases, Google shows your ads.

• Exact matching is the most prohibitive and gives you the greatest possible control. Your keyword only shows your ad, if the search term matches or is very close to your keyword.

Negative keyword match type

Negative keyword match types are a good choice, when used in advertisements, since they contribute, reduce the amount, which may be wasted, when your ad is triggered for negative keywords. There are also four types of matches, which are similar to the positive ones.

If you know the match types, you can now use them effectively, to improve your search campaigns.