After an exact match, you have several options to expand your keyword targeting. In this article, we will explore the advantages and considerations of each match type, including broad match, broad match modifier, and phrase match. By the end, you’ll be equipped with the knowledge to make informed decisions about your keyword optimisation and achieve better results with your Google Ads campaigns.
Key Takeaways:
- Google offers various match types to expand your keyword targeting after an exact match
- Understanding the advantages and considerations of each match type is crucial for effective keyword optimisation
- Regular monitoring and adjustment of match types can improve campaign performance over time
Understanding Google Match Types
In this section, we’ll explain what Google match types are and how they work. Understanding this will help you choose the right match type for your campaign.
Google Ads uses match types to determine when to show your ads in response to a user’s search query. There are four types of match types: Exact match, Broad match, Broad match modifier and Phrase match. By selecting the right match type, you can control who sees your ads and when.
When a user types a query into Google, Google Ads will compare the query to the keywords in your campaign. If there’s a match, your ad may be eligible to appear. However, the match isn’t always exact, which is where the different match types come into play.
Exact match is the most precise type of match. If a user’s query exactly matches one of your keywords, your ad will be eligible to appear. For example, if your keyword is “office chairs,” your ad will only appear when someone searches for “office chairs.” Exact match keywords are enclosed in square brackets like this: [office chairs].
Broad match is the opposite of exact match. Your ad will appear for variations of your keywords, such as synonyms or related searches. This match type casts a wide net and can be a good choice if you’re looking to increase the reach of your campaign. However, it may also lead to irrelevant clicks. Broad match keywords are listed without any punctuation or modifiers.
Broad match modifier offers more control than broad match but still allows for variations. By adding a plus sign in front of keywords, Google will only show your ad if the query contains that keyword or a close variant. This means you can reach a wider audience while still targeting specific terms. Broad match modifier keywords are indicated by a plus sign in front of the word or words. For example, the keyword +office +chairs would only trigger ads for searches that include the words “office” and “chairs” in some form.
Phrase match sits between exact and broad match. It allows your ad to appear when a user searches for your keyword as part of a phrase. The search query must contain the keyword in the same order as your phrase match keyword. For example, if your keyword is “office chairs,” your ad could appear for “buy office chairs” but not for “chairs for office.” Phrase match keywords are enclosed in quotation marks like this: “office chairs.”
Choosing the right match type depends on your advertising goals. It’s essential to understand the strengths and limitations of each match type to create an effective campaign that reaches the right audience. In the next sections, we’ll explore each match type in more detail to help you make an informed decision.
Exact Match: The Gold Standard
When it comes to match types, none are more precise than exact match. With exact match, your ads are triggered only when a user searches for the exact keyword you specify. This can be incredibly useful for highly specific or niche keywords that you want to target.
One of the advantages of using exact match is that it allows for more precise targeting, leading to higher click-through rates (CTRs) and conversion rates. By ensuring that your ads are only shown to users who are searching for exactly what you offer, you can increase the likelihood that they will find your ad relevant and take action.
However, there are also some potential disadvantages to using exact match. For one, it can be limiting in terms of reach, as it only targets users who search for your exact keyword. This means you may miss out on potential traffic and leads from users who are searching for similar terms or variations of your keyword.
Another potential challenge with exact match is that it can be quite competitive and expensive. Because it is such a precise match type, it often has higher bidding competition and cost-per-click (CPC) rates than other match types. This can make it challenging for small businesses or those with limited budgets to compete and achieve a positive return on investment (ROI).
Overall, exact match is a powerful match type that can be incredibly effective when used correctly. However, it’s important to consider your goals and budget when deciding whether to use exact match after an initial exact keyword match.
Broad Match: Expand Your Reach
Broad match is one of the match types available on Google Ads. It allows your ads to appear for searches that include variations of your keyword, such as synonyms, misspellings, and related searches. Unlike exact match, broad match cast a wider net, increasing the potential reach of your campaigns.
There are some advantages to using broad match. For one, it can help you discover new keywords and potential audiences. It can also help you reach customers who may be searching for products or services related to your keyword, even if they don’t use the exact same phrasing.
However, with broad match, there is the potential for your ads to appear for irrelevant or low-quality searches. It’s important to monitor and refine your keyword targeting to ensure your ads are appearing to the right audience.
| Advantages of Broad Match | Considerations for Using Broad Match |
|---|---|
| – Increases the potential reach of campaigns | – Potential for irrelevant or low-quality searches |
| – Helps discover new keywords and audiences | – Requires monitoring and refinement |
| – Reaches customers searching for related products/services |
When using broad match, it’s important to keep in mind your advertising goals and the audience you want to reach. It may be helpful to use negative keywords to exclude irrelevant searches and improve the quality of your traffic.
Broad match can be a valuable addition to your keyword strategy, but it’s important to consider its potential challenges and use it in conjunction with other match types.
Broad Match Modifier: More Control, Less Restriction
In the previous section, we discussed the challenges and benefits of using broad match. Now, let’s explore an option that gives you more control over broad match targeting – broad match modifier.
Broad match modifier allows you to specify which words in the keyword phrase must be included in the search query for your ad to show. To indicate this, put a plus sign in front of the words that must be included. For example, if your broad match modifier keyword is +women’s +shoes, your ad may appear for searches such as “women’s running shoes”, but not for “men’s shoes.”
The broad match modifier is a good match type to use when you want to reach a wider audience but still maintain some control over your keyword targeting. By using this match type, you can reach users who are using similar but not identical search queries to your keywords, while also ensuring that your ads are still relevant to their search.
It is important to note that while broad match modifier provides more control than broad match, it can still be too broad for some campaigns. Make sure you are regularly monitoring your performance and adjusting your match types as needed.
Overall, the broad match modifier match type is a great option for those looking to achieve a balance between precision and reach. By using this match type, you can increase your visibility while still maintaining some control over your targeting.
Phrase Match: Find the Middle Ground
After exact match, you may want to explore a match type that offers a balance between precision and reach. Phrase match can be a valuable next step in your keyword targeting strategy.
Phrase match allows your ads to appear for searches that include your keyword phrase in the same order. For example, if your phrase match keyword is “luxury watches”, your ad may appear for searches like “buy luxury watches” or “discounted luxury watches”. However, your ad will not show for search queries that have additional words before or after your target phrase, such as “luxury watches for sale online”.
The benefits of using phrase match include more precise targeting than broad match and the possibility of reaching a larger audience than exact match. Additionally, this match type can help you discover new keyword variations to add to your campaigns.
Considerations for using phrase match include the potential for missed opportunities if your keywords are too narrow, and the risk of showing ads for irrelevant or low-intent searches if your phrase is too broad.
When deciding whether to use phrase match, consider the specificity of your keywords and your advertising goals. If you want to reach a wider audience while still maintaining a degree of precision, phrase match may be the ideal match type for your campaigns.
Exact Match vs. Broad Match Modifier vs. Phrase Match
Now that we have discussed each of these match types, let’s compare and contrast them to help you determine the best one for your campaigns. Each match type has its unique strengths and considerations to keep in mind.
Exact Match
Exact Match allows for the most precise targeting by only showing ads when a user searches for the exact keyword you have specified. This match type is ideal for targeting a specific audience and controlling costs. However, it may limit the reach of your ads. It’s best used when you want to show your ads to a highly specific audience.
Broad Match Modifier
Broad Match Modifier gives you more control than broad match by adding a plus sign to one or more words in your keyword phrase to include variations. This match type offers a balance of precision and reach and can help you expand your audience without showing your ads to irrelevant searches. However, it may also limit the total impressions of your ads.
Phrase Match
Phrase Match allows your ads to appear for searches that include your keyword phrase in the same order. This match type offers a higher level of targeting than broad match and can help you better control costs than exact match. However, it may also limit the number of impressions and clicks your ads receive.
When determining which match type to use, consider factors like precision, reach, and control. It’s also important to monitor and adjust your match types to ensure they are performing optimally for your campaign goals. Keep in mind that continuous optimisation is key to achieving long-term success in your Google Ads campaigns.
The Importance of Keyword Optimisation
At MECHANYSM, we believe that keyword optimisation is the backbone of any successful Google Ads campaign. It’s not just about selecting the right match type, but also about continually reviewing and refining your keywords and ad groups to ensure that they are performing optimally.
By optimising your keywords, you can increase the relevance of your ads, improve your Quality Score, and lower your cost per click. Keyword optimisation also allows you to target the right audience and increase your ad’s visibility, which translates to higher click-through rates and conversion rates.
When optimising your keywords, it’s important to consider your match type. Each match type has its strengths and considerations, and selecting the right one can make a significant difference in the performance of your ads.
Additionally, it’s essential to conduct keyword research to identify new keyword opportunities and understand how users are searching for your products or services. Use tools like Google Keyword Planner and Google Trends to find relevant keywords and analyse their search volume and competition level.
Lastly, we recommend organising your keywords into logical ad groups based on their relevance and performance. This allows you to tailor your ad messaging and landing pages to each ad group, increasing the effectiveness of your campaigns.
Remember, keyword optimisation is an ongoing process. Continuously monitor and analyse your keywords and match types to ensure they align with your advertising goals and make the most of your ad spend.
Tips for Effective Keyword Optimisation
Keyword optimisation is a crucial aspect of any successful Google Ads campaign. It ensures that your ads are reaching the right audience and attracting relevant traffic to your website. In this section, we will share some practical tips and best practices for optimising your keywords to maximise campaign performance.
1. Conduct Keyword Research
Before you start optimising your keywords, it’s important to conduct thorough keyword research. This involves identifying the most relevant and profitable keywords for your business, as well as understanding how your target audience searches for those keywords. Use tools like Google Keyword Planner and SEMRush to discover high-volume, low-competition keywords that can generate the best results for your campaigns.
2. Use a Variety of Match Types
As we discussed earlier, there are several match types available on Google. To ensure that your ads are reaching the right audience, it’s important to use a mix of match types, including exact match, broad match, and phrase match. This will allow you to target a wider range of searches while still maintaining control over your keyword targeting.
3. Continuously Refine Your Keywords
Keyword optimisation is an ongoing process. As your campaigns progress, it’s important to continuously refine your keywords to ensure that they are generating the best results. Use performance data and analytics to identify low-performing keywords and remove or replace them with more relevant ones.
4. Focus on Long-Tail Keywords
Long-tail keywords are longer and more specific keyword phrases that typically have lower search volumes but higher conversion rates. By focusing on long-tail keywords, you can attract highly relevant traffic to your website and improve the overall quality of your leads. Use tools like Google Trends and AnswerThePublic to discover relevant long-tail keywords for your campaigns.
5. Analyse Your Competitors
Understanding your competitors’ keyword strategies can help you identify new opportunities and refine your own campaigns. Use tools like SpyFu and SEMRush to analyse your competitors’ keywords, ad copy, and landing pages. This can help you discover new keywords to target and create more effective ad copy.
6. Use Negative Keywords
Negative keywords are keywords that you specify to prevent your ads from showing for irrelevant searches. By using negative keywords, you can reduce wasted ad spend and improve the overall quality of your traffic. Use tools like Google Keyword Planner and SEMRush to discover negative keywords that can help you refine your targeting.
7. Don’t Overuse Keywords
While it’s important to use relevant keywords in your ads and landing pages, don’t overuse them. Keyword stuffing can harm your ad quality and reduce the effectiveness of your campaigns. Instead, focus on providing valuable content that addresses the needs and interests of your target audience.
By implementing these tips and best practices, you can optimise your keywords for maximum performance and improve the overall success of your Google Ads campaigns. Remember, keyword optimisation is an ongoing process that requires continuous refinement and monitoring.
Monitoring and Adjusting Your Match Types
When it comes to match types, it’s important to remember that no setting is permanent. Regularly monitoring and analysing your match-type performance is crucial to ensuring it aligns with your advertising goals. Here are some steps to help you keep your match types optimised:
- Track your metrics: Keep an eye on key metrics like click-through rate, conversion rate, and cost per conversion to understand how your match types are performing.
- Analyse your search terms: Look for search terms triggering your ads that aren’t relevant to your business and add them to your negative keyword list. Consider adding high-performing search terms as exact match keywords.
- Adjust your bids: Increase bids on keywords that are performing well to increase their visibility. Decrease bids on keywords that aren’t performing as well to save budget.
- Experiment with different match types: Test out different match types to see how they perform and adjust accordingly. Launching a new ad group with a different match type can help you compare performance side by side.
By consistently monitoring and adjusting your match types, you can ensure they are optimised for your specific business goals and target audience.
The Power of Continuous Optimisation
Optimisation is an ongoing process when it comes to your match types. It’s important to regularly monitor and analyse the performance of your campaigns to ensure they are aligning with your advertising goals. We recommend that you review your campaign’s performance at least once a week.
During this review process, pay attention to the match types that are driving the most traffic and conversions. Are they aligning with your campaign goals? If not, it may be time to adjust your match types accordingly.
Keep in mind that match types are not the only element of your campaigns that require ongoing optimisation. Continuously optimising your ad copy, landing pages, and targeting options will also contribute to improved performance.
We recommend testing different variations of your ads and landing pages to determine which combinations drive the best results. You may also consider targeting different audience segments or adjusting your bidding strategy to optimise your campaigns further.
Ultimately, continuous optimisation is key to staying ahead of the competition and achieving long-term success with your Google Ads campaigns.
Conclusion
After exploring the various match types available on Google, it’s clear that there is no one-size-fits-all solution. It’s important to consider your campaign goals, audience, and budget when selecting a match type to use after an exact match.
Exact match is the gold standard for precision, but broad match modifier and phrase match offer more control and reach. Broad match can expand your audience but requires careful monitoring to avoid irrelevant clicks. Broad match modifier strikes a balance between precision and reach, while phrase match finds the middle ground.
Remember to continuously optimise your match types and keyword strategy to drive success in your campaigns. Monitoring and adjusting your match types is crucial to ensure they are aligned with your advertising goals, and the power of continuous optimisation cannot be understated.
In conclusion, by understanding the benefits and considerations of each match type and implementing effective keyword optimisation strategies, you can increase the performance and success of your Google Ads campaigns.
FAQ
Q: Which Google Match Type is Best After Exact Match?
A: The best match type to use after an exact match depends on your campaign goals and target audience. It’s recommended to consider factors like reach, precision, and control when selecting the match type that aligns with your advertising objectives.
Q: What are Google Match Types?
A: Google Match Types are parameters that determine how closely a user’s search query must match your specified keyword in order for your ads to appear. These match types include exact match, broad match, broad match modifier, and phrase match.
Q: What is Exact Match?
A: Exact match is the most precise match type. It ensures that your ads are triggered only when a user searches for the exact keyword you have specified, without any variations or additional words.
Q: What is Broad Match?
A: Broad match allows your ads to appear for variations of your keyword, including synonyms, misspellings, and related searches. This match type helps you reach a wider audience but may have less precision.
Q: What is Broad Match Modifier?
A: Broad match modifier is a match type that offers more control over your keyword targeting while still allowing for variations and related searches. It allows you to indicate certain words that must be present in the user’s search query for your ads to show.
Q: What is Phrase Match?
A: Phrase match allows your ads to appear for searches that include your keyword phrase in the same order. This match type provides a balance between precision and reach.
Q: How do I choose between Exact Match, Broad Match Modifier, and Phrase Match?
A: Choosing the right match type depends on your campaign goals. Exact match offers the highest precision, while broad match modifier and phrase match provide more reach. Consider factors like precision, reach, and control to determine the best match type for your campaigns.
Q: Why is Keyword Optimisation important?
A: Keyword optimisation plays a crucial role in the success of your Google Ads campaigns. It ensures that your ads are shown to the right audience and helps improve the overall performance of your campaign.
Q: What are some tips for effective Keyword Optimisation?
A: To optimise your keywords effectively, consider the following tips: conduct keyword research, use negative keywords to refine your targeting, regularly review and refine your keyword strategy, and closely monitor the performance of your keywords.
Q: How do I monitor and adjust my Match Types?
A: To monitor and adjust your match types, regularly review the performance of your campaign and analyse the data. Make adjustments based on your campaign goals and target audience to optimise your match types for better performance.
Q: Why is Continuous Optimisation important?
A: Continuous optimisation is important because it allows you to adapt and improve your campaigns over time. It helps you stay ahead of the competition, maximise your campaign’s performance, and achieve long-term success.
Q: What should I take away from this discussion on Google Match Types?
A: The key takeaway is that selecting the right match type for your Google Ads campaigns depends on your goals and target audience. Remember to continuously optimise your keywords and match types for optimal performance, and monitor and adjust them as needed to achieve success.
