Matching keywords in Google Ads seems like a simple and quick task. Nothing could be further from the truth. When creating an advertising campaign, the problem of choosing the right word match keeps many users awake at night. The success of the campaign depends on the selection of the right keywords.
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We distinguish the following types of keyword matching:
approximate match ,
broad match modifier,
exact match,
expression match,
exclusive match.
Keyword Match Types
Keyword Match Types
Broad Match
Important: As of July 2021, using the broad match modifier is no longer available. Keywords that used the broad match modifier since then work the same as phrase match words.
The default match type used keywords similar to our keyword defined in Google Ads. Misspelled words, synonyms, plurals, and singulars were included. No symbols were used in this match type. Negative keywords should be used to achieve the best ad relevance.
The most important advantage of this match was the ability to find new keywords for which dedicated ad groups could then be created. The new keywords could then be added in a more precise match and excluded from the broad match ad groups.
So if you targeted your ads to the keyword: electric car, they would show broad match for: best electric car reviews, electric car to buy, buy electric car nissan, etc.
Broad Match Modifier
By using the "+" modifier, we limit ad impressions for synonyms. The order of words does not matter here. The correct construction of a keyword using the modifier is: +keyword +keyword. Here, too, it is band database recommended to use a list of negative keywords. Broad match with a modifier provides greater visibility and control over which terms trigger ad impressions and on what quality of clicks we allocate our budget.
If your broad match keyword electric car requires a change to your word match, you may want to try adjusting it using a modifier. After the changes, it will look like this: +car +electric. This will show your ads for the following searches: electric car sales, new electric car, cars and electric cars. However, you won't get ads for, for example, gas car, hybrid car.
Phrase Match
The keyword in phrase match uses quotation marks, and the correct form of our password should look like this: "keyword". The ad is displayed to the user when their query contains the phrase we entered or its similar variation.
Similar to the previous match types, we also use negative keywords here.
For example, if our phrase match keyword is “electric car,” then ads can show for other related keywords, but the words must appear in the same order. In this case, “where to buy an electric car” would be eligible to trigger an ad.
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Exact Match
The keyword is enclosed in square brackets [], which causes the display of entries in an exact match or its close variants with the same meaning. Close variants are, for example, abbreviations, related words, singular or plural forms, or spelling errors. It is also possible to use function words (prepositions, articles, conjunctions) or expressions that contain a different word order but have the same meaning.
After placing the keyword in square brackets [electric car] , we will get relatively accurate search results, such as: electric car, electric car or electric cars.
To be on the safe side, it is worth checking the phrases that Google matches to the keywords added with exact match, especially in the case of words in Polish, which is more difficult for the algorithms.
Negative keywords
Choosing keywords to exclude should be a deliberate process. It is crucial to reach potential customers with your ad. If there are too many of these words, the reach of your ads will be reduced. Negative keywords can be added at the campaign or ad group level. Negative matching prevents your ads from showing when a specific word is searched for. It is important to remember that excluded words can and sometimes should be edited.
For example, if we only sell new electric cars, we should exclude the term used and its variations across matches.
