support@trumanmedia.com.au
Monday - Friday 7AM - 8PM

Google Ads: What Are Keyword “Match Types”?

Google Ads keyword match types… what are they and why are they so crucial to successful Google Ads campaigns?

While the perception behind Google Ads is instant results, which is true, it can take many months to achieve the most cost-effective conversions possible.

What Are The Different Keywords Match Types?

For keyword match types, we have 4 different formats that articulate a set of different parameters for Google to take into consideration when displaying your ads on their search network.

Google Ads Match Types

Broad Match

Google makes it very easy to start accumulating clicks by placing your keywords as Broad Match which can become extremely problematic without an understanding of what this match type is about.

As the name indicates, Broad Match keywords allow you to reach the widest audience possible meaning that your ads are eligible to appear whenever a potential prospect searches any word in your key phrase, in any order. It also allows misspellings and synonyms to trigger your ads which can be extremely handy later on. For example, if you use broad match on the keyword “women’s hats”, your ad might show when a user searches for “men’s hats”, “women’s scarves”, or “girl fedoras”.

The wide reach of Broad Match keywords will generate an increased number of clicks you see on your ads, however, the problem is that a lot of those clicks may be coming from irrelevant traffic.

Broad Modified Match

The Broad Modifier match type is one of our favourites because it gives you the significant increase of reach that the Broad Match keywords help with, while also allowing you to be more restrictive around the specific queries that will trigger your ad.

Broad Modified Match keywords work by appending a ‘+’ to the specific word in your keyword phrase that you want to add or update within your campaigns/ad groups. Basically you are telling Google that you only want your ad to show when that word appears in the search query. The query can be in any order, but that one word needs to exist in it somewhere. To use the example from earlier, if you use a Broad Modifier on the keyword “ +women’s hats”, Google can show your ad when a user searches for “women’s fedoras”, “hats for women”, or “women’s clothing”, but will not show your ad when a user searches for “men’s hats”.

Broad Modifier

Phrase Match

Phrase Match is another one of our favourite match types because now you’re starting to take some control away from Google and giving it back to your campaigns. A Phrase Match means your ad will only appear when a user searches for your exact keyword phrase, in its exact order, but maybe with some additional words at the beginning and the end of the query.

As with most things in Google Ads, it’s way easier to see how this works in action, so let’s take a look. If you use the keyword “women’s hats” in Phrase Match, your ads are eligible to show for users searching for “red women’s hats”, “women’s hats for weddings”, but not for “women’s blue hats” or “hats for women”.

Phrase Matching has been found by us to be best used on 2 – 3 keyword phrases max!

Exact Match

Finally we have your Exact Match keywords, these are keywords added with [ ]’s around the keyword to alert Google that our ads will only show if exactly this keyword is searched… this is almost as far as you can go in terms of restricting a keywords search visibility within your campaigns.

To find the best Exact Match keywords, you should be crawling through your Search Term Report each day on routine to ensure none are missed!

hot water

Congratulations!

If you’ve made it down this far you should be a Keyword Match Type wizard!

That's all for now... Here is a GIF to leave you smiling

In the near future we will cover the extended area of Google Ads keyword optimisation as we look at “Negative Keywords” and how they can help us to reduce irrelevant search traffic to optimise our budget for the right traffic.

If you have any questions or would like our help, you can email support@trumanmedia.com.au or call 02 8381 0500.

Facebook Rating
5.0

Leave a Reply

Your email address will not be published. Required fields are marked *

What People Say

I needed to upgrade my web page because it was getting old. Contacted Josh and he got onto it straight away. Great new web page and improved my ranking immediately. Great job Truman Media.
Graeme Cunningham
Graeme Cunningham
2018-07-10T20:29:30+0000
When I first got in contact with Josh, I had a lot of scepticism. Just like any other business owner, we received emails all the time from people in this industry about how they are the best or the cheapest or how can guarantee #1 ranking in every area.Throughout my communications with Josh, I've found him to be honest, realistic and most of all, truly cares about what is best for my business.Its not a team doing number crunching or just following a template, but a truly passionate individual who knows this game and can deliver on his words.Josh was able to provide me with realistic truths on what could be improved, back up what he says with proven data and implement a strategy within a short period of time!I am sure my situation is not uncommon with other business owners, where we unfortunately becomes reluctant in this always changing environment. We choose to stay with same the original service provider for years, because that's all we know.We are all specialists in our own industry. Its hard to admit that we are no longer the "young" guys" anymore in this game, what we think we know and what we think would work in this day and age are long gone.I would highly recommend anyone thinking about online marketing to give Josh a call, give him a chance and you'll be pleasantly surprised with what he has to say!
Frank Su
Frank Su
2018-06-26T11:10:44+0000
I have loved working with Truman Media and am thrilled with the results for my web site. I have felt understood, supported the whole way and also been educated throughout the process. He certainly goes all out to understand what you are after, his industry knowledge is outstanding. Truman Media came highly recommended from another local business and I am happy to recommend him to anyone wanting to take their business to the next level. 10/10.
Robyn Jackson Donsworth
Robyn Jackson Donsworth
2018-03-27T10:34:40+0000
Truman helped us 'fix' our website in just a matter of minutes!! We are gobsmacked at his ability and efficiency assisting us over the phone. It had stumped us for months and he fixed it in no time. Very professional and friendly. I would highly recommend his services. Thanks! From Tewantin Physiotherapy & Sports Injury Centre
Anna Tysoe
Anna Tysoe
2017-11-29T00:42:43+0000
I approached Truman Media after I had been abandoned by my first web designer not even a quarter way into the website - putting me at a huge loss as a brand new, non-trading business. Extremely hesitant and doubtful of who I could really trust, I spoke to Truman. He ensured me that his services would not let me down. What truly convinced me was the fact that he took the time to listen to my situation and understand my needs before I had even signed with him. Now, I couldn’t be happier that my first web designer quit. What a blessing to find Truman Media. My website is exactly what I envisioned and more. But, in my opinion, the greatest value of working with Truman was his constant support and willingness not only to spend time learning about my industry but also teaching me about his! You can’t put a price on that.
Nikita Fernandes
Nikita Fernandes
2017-10-04T09:16:45+0000
If your looking for a new website, then look no further than the humanoid Truman Media. Part human part Bot, he knows Googles language, he`s in the Matrix. He had made our website a year ago and recently did a platform upgrade which will help boost our SEO perfomance and Google will love us for it. Centralcoasthotwaterdotcomdotau is a fresh new approach which will marry well with our social media advertizing and SEO optimization.
Marcus Donsworth
Marcus Donsworth
2017-08-24T02:29:28+0000
Truman and the team have been nothing but revolutionary for us. So willing to go above and beyond and explain things to us in a way that just makes sense. The ability to track our success via the data and reports they provide allows me to say with confidence we owe our current success to Truman Media.
Dane O'Brien
Dane O'Brien
2017-08-03T10:34:27+0000
I was lucky enough to get Truman to work on our new site. I gave him a wish list that I was sure wouldn't be achievable - even if i got half of what i wanted I was going to be happy. I was amazed when Truman came back and said everything could be done (was still a bit skeptical based on past experiences with web developers but within a couple of weeks, he had it all set up and more (found his own content for parts so he wasn't held up by me). I was amazed, top job, looks great, easy to deal with and I couldn't be happier. A very happy customer.
Chris Kelley Abg
Chris Kelley Abg
2017-03-28T00:54:52+0000
Truman is a workhorse, I don't know how he does it, but all ways over delivers. He is easy to work with and has excellent business acumen, which he is willing to share and can be clearly be seen in his work. I highly recommend Truman, as someone you can rely on to deliver on-time and on-budget.
Mahmood Hussein
Mahmood Hussein
2017-03-16T01:16:43+0000
When trying to find someone to work on our new webpage, I was referred to Truman by our book-keeper. I initially spoke to Truman for about 50mins & in that whole time he did not use 1 word of tech jargon! This impressed me as he spoke in plain English so that I understood what the processes were & now that it's completed I'm more than happy with the end product. Thanks dude, you're very easy to work with & you've done a great job. Laurie
Laurie Fawkner
Laurie Fawkner
2017-03-14T02:16:26+0000
Truman designed a new website for me and it is fantastic, I tell all my customers if they need a new website to contact Truman from TrumanMedia!
Brian Knock
Brian Knock
2017-03-07T14:24:27+0000
I have really enjoyed working with Truman from Truman Digital for some time now. I am continually impressed by his knowledge and his commitment. I am grateful for all the work that he has done for me to progress our business in immeasurable ways. I refer people on to him whenever given the opportunity. Top job!
Ryno Nolan
Ryno Nolan
2017-03-05T18:15:46+0000
Thank you to Truman Media for my brand new Website For Well & Wise Chiropractic and Natural Therapies. Our aim was to find, not only a website developer, but also someone who understood business in this modern world, was able to be aware of our needs and how to obtain them. We found that in Truman Media, who not only helped with re branding our company, but also adding important features that allow the website to really achieve its purpose. To be seen, noticed and remembered.. truly this is what the new Website has done, not only aesthetically pleasing and appealing to current users, also mobile friendly and also does what it should do, attract new clients! Thank you so much Truman, it has been a pleasure working with you.
Sonia Farrugia
Sonia Farrugia
2017-02-27T02:03:38+0000
Schedule a Call Back

  • :