Why Are Keyword Matching Options Important?
Choosing the appropriate keywords for your Google Ad campaign is only one part of the equation. One factor that will determine the success of your ad campaign is not only your selected keywords, but also the match type you have selected for your keywords.
Keyword match types are important because they determine how your ad campaign will be displayed on Google from the user’s search query meeting the criteria of the specified match type that will trigger your keywords. There are three match types for keywords, broad match, phrase match, and exact match.
Depending on what match type you use, and the combination of keywords set, there will be varying results. Having a basic understanding of match types for your ad campaigns can help you harness the full potential of reaching your target customers with a greater ROI.
The Different Types of Keyword Matching Options
Broad Match
Keywords using broad match are good for general search queries. If you’re trying to gain more traffic to your website for example, this would be good option. The keywords being used in broad match may trigger your ad even if the search intent is different than what usually converts for your target customers, so be aware of this.
Overall, broad match is good to combine relevant keywords for your services to gain brand awareness and attract web traffic, however if you are selling services and exclusively are using Google ads for getting leads that convert, then broad match may not be suited for your campaign’s purposes.
Phrase Match
Phrase matched keywords will target customers whose search query meanings are in line with your keywords. Generally, the more aligned your prospects search meaning is in their query, phrase matched keywords will be displayed to them. As an example, if you are an Electrical Contractor trying to get new business, then phrase matched keywords would be better suited for your needs over broad match because the set keywords will trigger for more relevant search intention of someone needing an electrician. However, phrase match may still not be the best suited for electrical contractors, what would be best is to optimize for exact match keywords.
Exact Match
Exact match is perfect for targeting search queries that have both the same search intent and meaning as your keywords. Overall, exact match type keywords will target the most specific audience because of the search intentions and meanings being aligned. As an example, for Electrical Contractors, keywords set for, “Electricians in Irvine” will display for people who are looking for electricians in Irvine. Although the ad will be shown in less searches, the potential for a higher ROI is present because you are only displaying ads to users whose meaning and intent of the search is to find electricians in their area.
Summary
Overall, if you are an electrical contractor, or another type of trades service provider, exact match keywords will be your best friend in trying to get leads with your Google Ads platform campaigns. However, if you are trying to get web traffic, broad match and phrase match keywords allow for you to have more reach but beware of the intentions of the search queries.