The NEW Way Google Ads Keyword Match Types Work in 2024

Summary

This video offers a comprehensive guide to Google Ad's keyword match types, explaining the nuances of exact, phrase, and broad match types. It demonstrates their practical application in an account, showcasing performance metrics and search term behaviors for each. The presenter advocates starting with exact and phrase matches for precise control and high conversion rates, then incorporating broad match with caution to scale campaigns, especially when using smart bidding strategies. The video also emphasizes the importance of monitoring search queries and adding negative keywords to refine ad targeting.

Takeaways

• 📝 Google has three main keyword match types: exact, phrase, and broad match, each serving different targeting needs in advertising campaigns.
• 🔒 Exact match offers the tightest control over the search terms that trigger an ad, but it may not always be as precise as intended due to Google's interpretation of 'same meaning'.
• 💰 Exact match keywords tend to have the highest conversion rates but also come at a premium cost per click (CPC).
• 🔎 Phrase match is moderately restrictive, showing ads for search terms that include the keyword's meaning, indicated by quotation marks around the keyword.
• 📚 Broad match is the least restrictive, showing ads for a wide range of related search terms, which can lead to higher volumes but requires careful management of negative keywords.
• 🚀 Starting a new campaign? Begin with exact and phrase match types to establish a strong foundation before introducing broad match for scaling.
• ✅ Use Google's search query report to monitor and refine the match types by adding negative keywords to prevent irrelevant ad triggers.
• 📈 The success of broad match is often tied to smart bidding strategies, such as Target CPA or Target ROAS, which should be well-optimized before broad match is utilized.
• 🛠️ Manage match types dynamically within your account, adjusting as needed based on performance data and campaign goals.
• 📊 Conversion rates and click-through rates can vary significantly between match types, with exact match often leading in conversion but broad match potentially driving more volume.
• 🔑 Understanding and effectively using each match type is crucial for optimizing ad performance and achieving campaign objectives.

Q & A

What are the three keyword match types Google offers for advertising?

The three keyword match types offered by Google are exact match, phrase match, and broad match.

How does Google define an exact match keyword?

An exact match keyword is defined by Google as a keyword that will trigger ads for searches that have the same meaning as the exact match keyword phrase, indicated by brackets around the keyword.

What is the primary advantage of using exact match keywords?

The primary advantage of using exact match keywords is that they offer the tightest control over the search terms for which ads are shown, which can lead to higher conversion rates.

Why might exact match keywords sometimes not perform as well as expected?

Exact match keywords might not perform as well as expected due to the high cost per click (CPC) compared to phrase and broad match types, which can affect the overall return on investment.

How does Google define a phrase match keyword?

A phrase match keyword is defined by Google as a keyword that will trigger ads for searches that include the meaning of the keyword phrase, indicated by quotation marks around the keyword.

What does moderate matching refer to in the context of Google Ads?

Moderate matching refers to the behavior of phrase match keywords in Google Ads, which are less restrictive than exact match but more restrictive than broad match.

What is the recommended approach to using broad match keywords in Google Ads?

The recommended approach is to use broad match keywords only after a campaign is already performing well with exact and phrase match types and smart bidding strategies are in place and hitting performance goals.

Why is it important to be diligent with negative keywords when using broad match?

It is important to be diligent with negative keywords when using broad match because broad match can trigger ads for a wide range of search terms, some of which may be irrelevant to the campaign, thus requiring negative keywords to prevent wasted ad spend.

How does the script suggest starting a new Google Ads campaign in terms of keyword match types?

The script suggests starting a new Google Ads campaign with exact and phrase match types, and only introducing broad match types once the campaign is already performing well with smart bidding strategies.

What role do smart bidding strategies play in the effectiveness of broad match keywords?

Smart bidding strategies, such as Target CPA or Target ROAS, play a crucial role in the effectiveness of broad match keywords by ensuring that the ads are shown to relevant audiences and that the campaign meets its performance goals.