Choosing a keyword match type is an integral part of your keyword research strategy. Using a mix of match types is usually suggested as you want a mix of broad and focused keywords.

Keyword match types are the parameters that dictate what searches will be triggered by your keywords. Match types aim at narrowing down or broadening keywords so that your ads will trigger the most relevant keywords possible. With that, match types can add or remove keywords according to which match type you choose.

There are 4 different types of keyword match types: broad match, broad match modifier, phrase match, exact match.

Knowing which match types to use is a crucial part of building your keywords lists for your campaigns. Each type of match has different benefits to be mindful of.

By choosing a match type you are essentially telling Google how you want your ads to match your searches. For example, a broad match keyword will attract a lot more users than an exact match keyword, however, not necessarily the users you are looking for.

The good thing about keyword matches is you can use all types to see which works best for you and is attracting you the most users.

The default match type that all your keywords are assigned to is broad match. This type of keyword displays variations of the keywords in your keyword list. Broad match keywords can include misspellings, singular/plurals words or added words in between, before or after your keyword phrase. Overall, broad match is going to select your keywords with the broadest matches possible, but keeping it somewhat relevant to the topic of your keywords.

The downfall to broad match keywords is matching your ads with keywords that have a completely irrelevant intent to what you are offering. This can often drain your budget and be a waste of money.

For example, the keyword “digital advertising” could prompt the following searches.

“What is digital advertising”

“Digital advertising best practices”

“Advertise my digital watch business”

Essentially, anything with the term “digital advertising” could show up in any form of search as long as “digital advertising” or any close variation/synonym is there.

Similar to broad match with keywords that are a little more narrowed down is – broad match modifiers. These keywords are a little more accurate/reasonable to your keywords in that it will guarantee “on topic” searches. As well, they give you more control than broad match targeting and more freedom than phrase match type. It allows you to specify certain keywords that must show up in search terms in order for your ads to display.

For example, if my keyword was +online +display +advertising, then all of those words with a “+” must be included when people are searching for my ads to display. It is recommended to only put the “+” in front of terms that closely definite your product or service.

You can also use a mix of broad match and broad match modifiers in one keyword/keyword phrase i.e. +online +display +advertising tools. Note: “tools” does not have a “+” in front as it is not part of the product or service I am offering.

Overall, broad match modifiers can generally give you more control over your advertising budget and help you not spend money where it shouldn’t be spent.

The third type of keyword match is phrase match. This type of keyword match helps eliminate unnecessary traffic that broad match and broad match modifiers produce. Phrase match generates searches that your keywords display in the exact order. It can also display searches that include additional words.

The key differentiating factor that separates phrase match from broad match and broad match modifiers is that there can never be additional words added in the middle of your keywords phrase. For example, if your keyword is “online advertising”, searches that may prompt this keyword could be:

“Online advertising best practices”

“Best online advertising platforms”

Overall, phrase matches will help you increase your traffic for more relevant searches and help you allocate your ad budget more effectively.

The last type of keyword match is one that is the most restrictive in terms of available searches – that is exact match. Exact match puts limits on what searches will show for your ads based on your keyword. While this type of match produces the lowest reach in terms of searches, it produces searches with the highest relevance. These types of keywords should be used if you want your ads to show for a specific word/phrase.

For example, if your keyword is “programmatic”, your ads will only display for that word with the exception of misspellings/plural or non plural as well as additional words that do not change the meaning or intent of your keyword. It’s important to note that exact match won’t allow for synonyms of your keyword. These keywords have square brackets around them i.e [programmatic].

Overall, exact match keywords will significantly decrease the amount of traffic your ad produces, however, they will generate more relevant traffic. As well, exact match keywords have a higher conversion rate due to the relevant nature.

• Match types will determine how narrow or broad you want your keywords to produce searches
• It is good to use a mix of all types of match types
• Broad match type will provide more reach but less relevant users
• Phrase and exact match will narrow down your searches and attract more relevant users