Google Search Match Types: How do Keyword Match Types Work?

Match types are the bread and butter of Google Search Ads, helping us define exactly which search results we would like our ads to be served in. However, the misuse and misunderstanding of keyword match types can lead to wasted budgets with ads served on irrelevant terms. Therefore, it is extremely important to understand each match type and how to use them on Google Ads (or whatever keyword-based search advertising you are using).

In this blog post, we will define the Google Keyword Matching system and explore Google’s keyword match types in their most up-to-date* form. 

* Google Ads update definitions and the workings of keyword match types semi-regularly. Therefore if you are reading this after February/March 2024, I would suggest checking the following resources:

• Google Ads: A guide to keyword match types in Google Ads (be aware, this article was dated 2023) 
• Google Ads Support: About keywords matching options 
• Google Ads Support: About negative keywords 
• Google Ads Support: Your guide to broad match 
• Google Ads Support: Your guide to AI-powered search ads
• Google Ads Support: About smart bidding

 

What is Keyword Matching & Keyword Match Types?

Keyword matching is the system used by Google (and other PPC keyword-based Search Ads providers), to allow an advertiser to determine how close a user’s search query needs to the advertiser’s chosen keywords for an ad to be served. 

Previously based solely on the keyword, keyword matching now relies on Google AI and other signals from your ads, campaigns, landing pages and accounts to understand ‘human language and intent better than ever before’. https://ads.google.com/intl/en_uk/home/resources/articles/guide-to-keyword-match-types/ 

 

What is the Broad Match keyword match type and how does it work?

Now the default when entering keywords (without the use of symbols) into Google Ads, the broad match match type is as described as you would have guessed – as the keyword match type with the broadest reach.

Google define the use of broad match as ‘ads may show on searches that are related to your keyword, which can include searches that don’t contain the keyword terms’. This is the primary use of Google AI, in which the keyword is important in the match through Google’s understanding of what the term means while other features such as the searcher’s recent search activities, the content of the landing page and other keywords in the ad group will be taken into account. See the Google example below:

 

Overall, using broad-match keywords will give your ads a lot of reach, though with this comes a heavy loss of relevancy, so it is important you have a strong plan and that you understand how your budget will be spent. I would also recommend spending time reviewing your search terms in the first few days of a broad match campaign going live. This will allow you to control what search terms the ad is serving – by adding search terms to the negative keywords list for that campaign/ad group. 

Why it’s important to use Broad Match & Smart Bidding Together

Finally, Google has stated that it is critical to use smart bidding strategies with broad match keywords. They state that every search query is different, and ‘bids for each query should reflect the unique contextual signals present at auction time. Smart Bidding uses these signals to ensure that, for all of the relevant searches you could reach with broad match, you’re only competing in the right auctions, at the right bid, for the right user.’ 

 

What is the Exact Match keyword match type and how does it work?

Exact match is the opposite of broad match and is therefore described as the most restrictive/specific of the Google ads match types. Broad match is designated by [brackets] when entering keywords into your ad group. 

Previously, the exact match keyword match type was also one of the easiest match types to define what search terms your ads were served on with Google Ads only showing your ads for the keywords you choose – though this has now changed. Now, if you select your exact match as your keyword match type, ads may show on searches that have the same meaning or same intent as the keyword. To aid this, Google uses what they call ‘Close Variants’ to help define a search term’s relevancy. However, Google may not always select relevant variations of your keywords, so it’s always worth checking your search terms report.  Overall, the exact match keyword match type has been designed for the maximum relevance for search terms though will it receive a minimal reach due to the close variant’s limitations.

What is the Phrase Match keyword match type and how does it work?

Sitting between the restrictiveness of exact match and the looseness of broad match, phrase match is defined by Google as ‘ads may show on searches that include the meaning of your keyword.’ Designated in the ads platform by quotes around your keyword e.g. ‘shoes’ – phrase match allows the meaning to be implied, while a user searches can be a more specific form of the meaning. 

 

Phrase match is the happy medium between both exact and broad and is generally a good starting point for a new campaign and can be useful if a campaign has a multi-meaning keyword focus. 

 

What is the Negative Match keyword match type and how does it work?

Unlike the other match types, negative match allows you to stop your ad from being triggered by the keywords, therefore allowing focus on the terms you believe your customers find the most relevant.  Designated by a minus symbol before the keyword, for example ‘-petrol’, negative terms are extremely useful in several ways. 

How you could use the Negative Match keyword match type

Negative search terms can be extremely useful in the initial building of a campaign, if you already know some terms that you don’t want your ads to be triggered by you can add these as negative terms. 

Negative keywords are also very useful once you have some ad data. After the first few days/weeks of your campaign going live, you should review the Search Terms Report to view which search terms triggered your ad. You can then select search terms you would like to add to your negative list to stop your ads from showing against these irrelevant search terms. Overall, negative keywords can help optimise your campaigns and help save those all-important pennies/cents.

To conclude, match types are extremely important to make the most out of your Google Ads campaigns, though it is vital to stay at the top of your game. Google are fantastic at updating and ensuring their tools are the best they can be, however, they are known to change them without much notice, so keep yourself updated with all the recent changes.

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