Understanding Keywords and Match Types

Keywords determine when your ads appear. Using the right keyword match type ensures you reach the right audience without wasting budget.

Google Ads Keyword Match Types:

1. Broad Match (Default)

   • Trigger: Ads show for related searches, even if they don’t include your keyword.
   • Example: If you bid on “running shoes”, your ad may show for “best sneakers for jogging”.
   • Best for: Brand awareness and AI-powered automation campaigns.
   • Risk: Can waste budget on irrelevant searches.

2. Phrase Match (“keyword”)

   • Trigger: Ads show for searches containing your keyword in order but with extra words before or after.
   • Example: “best running shoes for men” will trigger an ad for “running shoes”, but not “shoes running”.
   • Best for: Controlling ad relevance while keeping some flexibility.

3. Exact Match ([keyword])

   • Trigger: Ads show only when the search is very close to your keyword.
   • Example: [running shoes] triggers for “running shoes” but not “best running shoes for men”.
   • Best for: Laser-targeted ads with high conversion potential.
   • Risk: Can limit reach if too restrictive.

4. Negative Keywords (-keyword)

   • Use: Prevent ads from showing on irrelevant searches.
   • Example: If you sell premium shoes, adding “-cheap” as a negative keyword prevents people searching for “cheap running shoes” from seeing your ad.
   • Best for: Eliminating wasteful spending.

Why This Matters?

Using the right match type can increase conversions while reducing wasted ad spend.