Google Ads Match Types

A way to target search ads to the phrases and keywords people are searching for on Google’s search engine. The three types are broad match, phrase match, and exact match.

What are Google Ads match types?

Google Ads keyword match types allow search marketers to match their paid search ads with what people are searching for on Google. They are an important part of search marketing, and include broad match, phrase match, and exact match. There are also negative keywords, which marketers can use to exclude keywords from showing on searches.

What are the benefits of Google Ads match types?

Match types dictate how accurately a keyword needs to match a user’s search query before you begin participating in the auction. You want to make sure you’re bidding on the right keywords so that your ads appear to people who are searching for what you have to offer. Choosing the right match types can help increase your impressions, click through rates, and more.

Woman uses computer laptop to find what they are interested in searching information.

What are some tips for using Google Ads match types?

Be sure to keep an eye out for updates from Google on changes it makes to the ads match types available. For example, in 2021, Google announced that it will begin phasing out broad match modifiers, which will instead be incorporated into a new phrase match.

Second, regularly check the Recommendations section in Google Ad Manager for further suggestions on how to improve your campaigns.

Third, experiment with smart bidding.

And finally, exclude matches you don’t want with negative keywords.

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