In PPC (pay-per-click) advertising, match types are settings that control how closely a keyword needs to match a user's search query for your ad to be considered in the auction. Google offers three match types for ads on their platforms: exact match, phrase match, and broad match, each offering varying levels of precision and flexibility, making it crucial to choose the right one based on campaign goals.

The different match types can help advertisers fine-tune their targeting, and make their ads reach the right audience with the right intent. 

Broad Match

Broad Match is the default and most flexible keyword match type in PPC advertising. It allows your ad to appear for searches that include any word in your keyword, as well as related searches and synonyms, even if they don’t contain the exact keyword, reaching a larger audience.

When using broad match, your ad could be triggered by searches that contain your keyword in any order, along with similar terms, synonyms, or even related searches. For instance, if your keyword is [organic coffee], your ad might show for searches like “buy coffee,” “organic espresso,” or “best organic drinks.” This match type gives Google’s algorithms more freedom to match your ad with relevant searches, but it also comes with less precision.

When to Use Broad Match

Broad match is ideal when your goal is to maximize your ad’s reach and gather data on a wide range of search queries. It’s particularly useful in the early stages of a campaign when you’re looking to explore and identify which keywords drive the most traffic. 

However, because broad match can result in your ads appearing for less relevant searches, it’s important to monitor performance closely and use negative keywords to exclude unwanted traffic. It is also beneficial when combined with smart bidding strategies that optimize for conversions, as it allows Google to leverage its machine learning to find valuable opportunities across a broad spectrum of searches.

Exact Match

Exact match is the most precise keyword match type in PPC advertising. When using exact match, your ad will only be triggered if a user’s search query exactly matches your keyword, or is a close variant, such as a plural form, misspelling, or reordered word. This match type provides the highest level of control over who sees your ads, ensuring they appear only for searches that are highly relevant to your targeted keyword.

With exact match, if your keyword is [red shoes], your ad could show for searches like “red shoes,” “shoes red,” or “red shoe.” However, it would not show for broader terms like “buy red shoes” or “red sneakers.”

When to Use Exact Match

Exact match is ideal when you want to target a very specific audience and maximize ad relevance. This match type is particularly useful in campaigns where precision is critical, such as when promoting a niche product or targeting a highly competitive keyword. 

While exact match might result in fewer impressions compared to other match types, the clicks you receive are likely to be of higher quality, as they come from users with a clear intent to find exactly what you’re offering.

Phrase Match

Phrase match is a keyword match type that allows your ad to be shown when a user’s search query includes the exact phrase or a close variant, with additional words either before or after the phrase. This match type offers a balance between the precision of exact match and the flexibility of broad match, making it a versatile option for many campaigns.

With phrase match, your ad will appear for searches that include the exact phrase you’ve targeted, even if there are words before or after it. For example, if your keyword is [running shoes], your ad could show for searches like “best running shoes,” “running shoes for women,” or “buy running shoes online.” However, it would not show for searches where the phrase is altered, such as “shoes for running” or “running equipment.”

When to Use Phrase Match

Phrase match is best used when you want to reach a broader audience while still keeping some control over the relevance of your ads. It’s particularly effective for targeting keywords where the order of words is important, but you still want to capture searches with additional modifiers. Phrase match is a good option for advertisers who are looking to increase relevant traffic.

Broad Match Modifier (BMM) (definition, how it works, when to use)

• Even though Google has phased out BMM and integrated it into Phrase Match, it’s still valuable to explain what it was and how its functionality has been absorbed into Phrase Match.

Broad Match Modifier (BMM)

Broad match modifier (BMM) was a keyword match type that allowed advertisers to add a “+” sign before one or more words in a broad match keyword. This ensured those words or close variants appeared in the search query for the ad to be triggered. BMM provided more control than broad match while still offering flexibility in how ads were matched to search queries.

Since 2021, Google has phased out BMM and integrated its functionality into phrase match, applying the same principles: use it when you need precise control over certain keywords but want to include close variants or additional terms.

Best Practices for Using Match Types

• Start With Exact Match: Begin with exact match keywords to target highly specific searches that align closely with your campaign goals. This helps you control costs and ensure your ads are reaching the most relevant audience.
• Expand With Phrase Match: Use Phrase Match to capture searches that include your keywords in a broader context, allowing for variations that still retain relevance. This is useful for expanding reach without sacrificing too much control.
• Leverage Broad Match for Discovery: Employ Broad Match to discover new keyword opportunities and gain insights into how users search for products or services related to your business. Use this data to refine your keyword strategy.
• Combine Match Types: A strategic combination of match types can optimize your campaign performance. For example, you can start with exact and phrase match for core keywords and use broad match to gather data and identify new keyword opportunities.
• Monitor and Adjust: Regularly review performance data to identify which match types are driving the best results. Adjust your bids, add negative keywords, and refine your match type usage based on these insights.

Common Mistakes to Avoid

• Overusing Broad Match: While broad match can increase reach, it can also lead to irrelevant clicks if not carefully monitored. Avoid relying too heavily on it without regularly reviewing and refining your keywords.
• Neglecting Negative Keywords: Failing to add negative keywords can result in your ads being triggered by irrelevant searches, especially with broad match. Regularly update your negative keyword list to filter out unwanted traffic.
• Not Testing Different Match Types: Sticking to one match type can limit your campaign’s potential. Test different match types to find the best combination for your goals.

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