Google Ads keyword match types explained


When it comes to Google Ads keyword match types, there is a lot to know as an advertiser. There are 4 types of keyword matching in total with Google AdWords, and all of them can have a big impact on campaign performance. If you’re setting up your campaign for the first time, you may be making mistakes with the way you target keywords in your search campaigns. All keyword targeting needs to be separated into different ad groups, and you want to use the right keywords to drive conversions like leads, sales, and ultimately revenue for your business.

Keyword match types Surfside PPC article:

The four types of keyword matching through Google Ads:

1. Keywords with broad agreement

The broad match keywords in Google Ads have no symbols or modifiers, just enter the keyword and click submit. For example, if you want to target the Dry Dog Food keyword, just type that keyword as normal and select Wide match as your Match Type when targeting keywords through Google AdWords

2. Modified broad match keywords

Modified broad match keywords in Google Ads have plus signs (+) in front of each individual word that should appear in the search query. For example, when you want to target the modified wide match keyword + Dry + Dog + Food, you need to enter it just like this. The plus symbol ‘+’ represents each word that a potential customer must add to the search query in the Google search engine in order for their Google AdWords ad to show for that person.

3. Phrase match keywords

The “Phrase Match” symbol is quotation marks “” around the Phrase Match Keyword you want to target in Google Ads. For example, when you want to point to the phrase “Dry Dog Food”, you should enter it like this. The phrase will be surrounded by quotation marks to show that the phrase match keyword you are targeting must have that phrase in the search query. Additional words can be included in a search query, but the phrase must appear.

4. Exact match keywords

Exact match keywords in Google Ads are in square brackets. The search query must match the exact match keyword or be a close variant. For example, when you want to target the phrase [Dry Dog Food] with the exact match version, you would enter like this. The exact keyword match will be bracketed and Google Ads will only show your AdWords ad when there is an exact match.

Close Variants, also known as Close Variations in Google Ads: “So you don’t miss out on potential customers, we can show your ads for close variations in the broad match modifier, phrase match, and exact match keywords. Close variations of these types of matches can include misspellings, singular or plural forms, acronyms, abbreviations, accents, and letters (such as floor and floor), and for exact match keywords, this includes queries with the same meaning. ”


What are the match types in AdWords?

Match types refer to keywords and the different types of keywords that you can target through Google Ads. Each keyword you point to has a match type and can be wide, broad modified, phrase, or exact match.

What is the difference between the exact match and the phrase match?

Exact match keywords will only match that exact keyword and nearby variants. Phrase match keywords will only match specific phrases that people type, but they don’t have to be exact. Phrase match keywords may include additional terms before or after your phrase, and your ad will continue to appear.

What is the broad match modifier?

A broad match modifier is a plus symbol ‘+’ and represents that the word in your target keyword should appear in the search query. They are also known as broad match keywords with a modifier.

How many keywords should be in the ad group?

Ad groups must be grouped so that you can serve relevant ads and relevant landing pages to match a people search query. Ad groups with too many keywords generally don’t work well. Ad groups with fewer keywords and relevant experiences will generally perform best.

If you are looking for a keyword matching type tool for Google Ads, this is a popular option: