The NEW Way Google Ads Keyword Match Types Work in 2024
Summary
TLDRThis 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
- đ Google has three main keyword match types: exact, phrase, and broad match, each serving different targeting needs in advertising campaigns.
- đ 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'.
- đ° Exact match keywords tend to have the highest conversion rates but also come at a premium cost per click (CPC).
- đ Phrase match is moderately restrictive, showing ads for search terms that include the keyword's meaning, indicated by quotation marks around the keyword.
- đ 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.
- đ Starting a new campaign? Begin with exact and phrase match types to establish a strong foundation before introducing broad match for scaling.
- â Use Google's search query report to monitor and refine the match types by adding negative keywords to prevent irrelevant ad triggers.
- đ 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.
- đ ïž Manage match types dynamically within your account, adjusting as needed based on performance data and campaign goals.
- đ 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.
- đ 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.
Outlines
đ Understanding Google Keyword Match Types
The speaker introduces the topic of Google's keyword match types, emphasizing their importance for advertisers. They plan to explain the three main match types: exact, phrase, and broad, and demonstrate their functionality with a real-life account example. The speaker also mentions that Google's support page provides a good explanation of these match types, but they will offer a deeper dive into how to effectively use each one, including insights on which terms are triggered by each match type and their performance metrics.
đ Deep Dive into Exact and Phrase Match Types
The speaker discusses the exact match type, explaining how it has evolved from a strict match to a broader interpretation that can still be quite loose, sometimes behaving similarly to phrase or broad match. They highlight the importance of understanding the 'same meaning' aspect of exact match and provide an example using 'lawn mowing service'. The speaker also covers the phrase match type, which is less restrictive than exact match and can trigger ads for searches that include the meaning of the keyword. They discuss the use of quotation marks to indicate a phrase match and share their personal strategy of using a mix of match types, including exact and phrase, for better control and conversion rates.
đ Broad Match Insights and Smart Bidding
The speaker moves on to broad match, explaining its potential to show ads for a wide range of related searches, which can lead to significant scale but also requires careful management with negative keywords. They caution against using broad match without smart bidding, as it can lead to irrelevant ad placements. The speaker shares an example of how broad match can generate significant revenue when used correctly with smart bidding, but also emphasizes the need to start campaigns with exact and phrase match types before introducing broad match for scaling purposes.
đ ïž Best Practices for Keyword Match Types in Campaigns
In the final paragraph, the speaker outlines their recommended approach to using keyword match types in new campaigns. They suggest starting with exact and phrase match types to establish a baseline of performance and only introducing broad match once the campaign is hitting its goals with smart bidding. The speaker also promises a follow-up video on keyword research to help advertisers find the best keywords for their campaigns, encouraging viewers to subscribe and like the video for more insights.
Mindmap
Keywords
đĄKeyword Match Types
đĄExact Match
đĄPhrase Match
đĄBroad Match
đĄSearch Query Report
đĄSmart Bidding
đĄConversion Rate
đĄClick-Through Rate (CTR)
đĄNegative Keywords
đĄCampaign Optimization
đĄGoogle Ads
Highlights
Google Keyword match types have evolved significantly over the years, impacting how advertisers should approach their campaigns.
The video provides a comprehensive breakdown of the three keyword match types offered by Google: exact, phrase, and broad.
Exact match keywords are indicated by brackets and are designed to show ads for searches with the same meaning as the keyword.
Phrase match keywords, denoted by quotation marks, allow for ads to show on searches that include the meaning of the keyword.
Broad match, the loosest of the three, can trigger ads for searches related to the keyword, often requiring careful management of negative keywords.
Exact match offers the tightest control over ad targeting but can be more expensive due to higher cost per click (CPC).
Phrase match is considered moderate matching and can be effective when exact match is too costly.
Broad match is best used with smart bidding and only after campaigns are already meeting performance goals.
The presenter shares a real-life account example demonstrating the performance of each match type, with exact match having the highest conversion rate.
Exact match keywords, despite their higher cost, often convert the highest among the match types.
The importance of monitoring search query reports to ensure match types are performing as expected is emphasized.
Broad match can generate significant revenue but requires diligent management of negative keywords to avoid irrelevant traffic.
The presenter's strategy for starting a new campaign involves beginning with exact and phrase match types before introducing broad match.
A detailed explanation of how to add and modify keyword match types within a Google Ads account is provided.
The video concludes with a teaser for an upcoming video on Google Keyword research, indicating a follow-up on finding the best keywords for campaigns.
The presenter's approach to using match types is based on extensive experience managing millions of dollars in ad spend.
The video aims to make viewers experts on Google ad keyword match types, providing practical insights for effective campaign management.
Transcripts
Google Keyword match types have changed
over the last few years and they're
highly important a lot of people I talk
to still don't quite understand how each
match type works and which match types
they should be using in their account in
this video I'm going to give you a
complete breakdown of the three keyword
match types Google gives you I'm going
to show you which ones you should be
using in your account and how to
effectively use each match type I'm also
going to show you a real life account
where I show you which terms are being
pulled for each match type and the
performance that I'm getting from those
match types so let's go ahead and dive
[Music]
in all right let's start with Google's
support page on keyword match types I
think they actually do a pretty good job
of explaining the match types and how
they behave I am actually going to start
with exact match so you have three match
types you have exact you have phrase and
you have broad most explanations and
including Google they they for whatever
reason always start with broad mainly
because I think that's why they're
pushing broad so much on advertisers
right now which you don't exactly want
to do quite yet but let me show you so
you have exact match and in this example
they're using the keyword lawn mowing
service you have three match types you
could add this keyword so you have the
exact match and that's going to be with
brackets those brackets indicate to
Google this is an exact match keyword so
what searches could an exact match show
for and these are the the key terms you
want to know when it comes to your match
type so ads may show on searches that
are the same meaning as your keyword so
that the same meaning as your keyword is
highly important years ago an exact
match keyword literally would be the
exact match so if you had lawn mowing
service add as an exact match keyword it
would only show for lawnmowing service
that no longer exists and exact match is
pretty loose these days it does behave
very similar to like a phrase or even a
broad at times so what Google's saying
is you may add lawnmowing service as an
exact match but we're going to show your
ad for that keyword for any term that
means the same thing so in this example
grass cutting service so it's the same
thing it's just someone searched it
differently so exact mat is the tightest
control you're going to have on your
keyword match types we still use a lot
of exact match it's also going to be the
most expensive when you look or usually
when you look at your cost per clicks I
for whatever reason just think Google
somehow program that into match types
like you pay a premium to run exact
match match I like exact match though a
lot because it does give me that control
if you can get exact match keywords to
work you're going to find that they
convert the highest so usually they will
have the highest conversion rate however
sometimes exact match won't work as well
due to the premium cost you're paying on
those cpcs compared to phas and Broad in
those cases then you just have to live
with the phas and Broad match types of
those terms but exact match gives you
nice tight control that does limit you
though because of the tight matching you
may not get the volume that you need and
so there's a world to use all three and
I will show you a real life scenario of
that but just know exact match is as
tight as you can get in Google ads where
you can kind of control the searches
that you're showing for next you have
phrase match so again key terms here
what does phrase match mean according to
Google ads may show on searches that
include the meaning of your keyword so
again exact says it's the same meaning
as your keyword phrase
is it includes the meaning of your
keyword so using lawn mowing service
again they use lawnmowing Service near
me phrase match could fire for that hire
a company to moolan phrase match could
could fire that landscaping services to
cut grass now a phrase match uses
quotation marks around it so if you add
quotation marks around your keyword
inside of your account that will fire or
or indicate to Google that that is a
phrase match keyword so this is they
call moderate matching I still use I
know a lot of people only use Broad and
exact or a lot of people just using
broad now I still do find myself using
phrase match when the wording really
means a lot or if I'm not using broad
match yet and I'm just using phrase and
again I'm going to tell you how we still
manage match types within our accounts
and how we're having a lot of success
still because it's not EXA exactly what
a lot of people are talking about today
in some of the videos I'm seeing and
blog posts and podcasts and everything
else everyone is very much on just broad
match only now I think that world is
coming in the future but we are still
not there in my opinion so I am still
using a mixture of match types and I'm
going to share with you that exact
formula a little bit later on so stay
tuned in the video then next match type
we have broad match so in this case
lawnmowing Services broad match is
basically
ads may show on searches that relate to
your keyword basically you're saying
Google's like hey we can kind of it's
almost it's a theme so lawn mowing
service you're like well we'll show ads
for anything sort of related to lawn
mowing so here there's lawn ation prices
that is not technically what you
probably would want though if you were
bidding on La law mowing services so
most of the time for our clients we do
not sprinkle broad match keywords in
until we have a campaign that's already
dialed in it's already hitting our
performance goals we already have Smart
bidding whether that's targeted CPA or
targeted row as working and Performing
well then we sprinkle in Broad to
accelerate the volume of add Impressions
that we're going to get this will give
you scale broad match is great with
scale I only use broad match though when
I'm using smart bidding that's already
hitting my goal use you with exact match
or phrase match so be very careful with
broad match it will show for a lot of
unrelated things I will again show you
an example of that and so you have to be
very diligent about adding negative
keywords when utilizing broad but this
is going to give you usually the most
volume and Broad match works very well
with smart bidding once you have Smart
bidding dialed in so let's go show some
examples here further on Broad match so
here they give you an example low carb
diet plan you'll see it shows for
Mediterranean diet books it shows for
recipes low calorie recipes again this
is super broad they're just saying hey
these are related terms to low carb diet
plan but you may if you're bidding on
that term you may have a low carb diet
plan ebook that you're trying to get
leads to or sell and someone looking up
recipes or Mediterranean diet books
might have nothing to do with that and
so this is why you have to be extremely
careful with broad match then they give
you an example of some phay so tennis
shoes shoes for tennis buy tennis shoes
on sale red tennis shoes comfortable
tennis sneakers again they will not show
you for tennis store or shop for
sneakers broad match could but phrase
would not because again phrase has to
include the meaning of your keyword and
then exact match shoes for men basically
it's going to be men's shoes related
sech terms this is kind of a generic
shoes for men exact match keyword and so
it's not going to show you for like
men's tennis shoes or choose for boys in
that example sometimes I've seen it get
pretty broad though so you have to
always make sure you're looking at your
search query report when you're looking
at your match types let's actually dive
into a real account and I'm going to
show you how each match type is behaving
and what Search terms it's firing ads
for so let's go ahead and dive in okay
so I'm inside of an actual campaign
you'll notice I have broad match because
there's nothing no brackets or
quotations around it I have exact match
keyword here you see by the brackets and
then I have phrase and that's from those
quotations when you're adding keywords
you can do it yourself so let's say best
modular sectional I would
add that to add it as phrase I would
add the brackets to add as exact and
then if I wanted to go broad I would
just type it out like that so that's how
you add those match types you can also
change so here's a broad match I can
come here and change the match
type inside of your column match type
there so it's super simple to add
keyword match types now let's look at
how these terms are behaving you'll
notice fact I mentioned this this this
is actually a perfect example my exact
match has the highest conversion rate my
phrase match has the second highest
conversion rate and my broad is the
lowest now I get most my volume from
this broad keyword in this account
obviously we've spent quite a bit of
money here in this example over
$100,000 and then my return is the
lowest on the broad uh highest on exact
and second highest on phrase it doesn't
always work that way this is just a
perfect example I guess to show you
though on how some of these match types
behave again this is usually going to be
the loosest you see my click-through
rate on my exact match is almost 9%
phrase is about 5.8 and then it's about
a 7.7 on Broad that's fairly normal that
you're going to have a high higher
click-through rate on your exact match 2
because it's so tight in the targeting
where broad's going to show you a bunch
of stuff so let me show you let's start
with the exact match so we have modular
couch so I'm going to click that I'm
going to hit Search terms these are all
the terms that it fired this keyword has
fired for so they've got 7500 clicks
here they're not all modular couch now
more than 50% of them are are literally
the exact search modular couch but then
the rest are different variations of
modular couch but it means the same
thing so I am going to put search term
does not contain couch sofa sectional or
let's do
modular and now you'll
see here's the reason I'm showing this
you'll know these are all just
misspellings of sectionals so I don't
need to worry about that but basically
every single click that I've received
had the meaning of couch sofos sexual or
modular in the search term so that means
it's doing a really good job of showing
Search terms that mean the same thing as
modular couch that example will make
more sense when I show you how broad
works so let's look at phrase real quick
I'm going to do the same thing you'll
notice it gets a little looser right
sectionals with removable covers modular
sectionals Ikea modular sectionals which
is kind of a a that's a obviously a
store Cloud sectionals so this gets a
little looser but it relates to modular
sectionals so I'm going to do the same
filter does not contain and we'll do
couch sofa sectional and then
modular and again a lot of these are
misspellings I have no idea how a
product sort of number got pulled here
that's a bit odd to me but you'll notice
out of 84,000 clicks from that term only
two of them came from basically these
what I would call broad search terms
here so phrase is fairly it's not as
tight as exact but it's it's still doing
a pretty good job now the reason I'm
showing you these Search terms and how
they're being pulled cuz look at this
broad match now so I'm going to pull
broad match broad match has had 35,000
clicks I'm going to do the same thing
though so search term does not contain
sectional sofa couch I think every time
I've spelled this out differently but
here we go boom 2,000 clicks have come
from terms that don't even contain
sectional sofa calra modular so now
let's look at that furniture with
removable covers boy that could mean a
lot of things that's super broad futon
with storage we don't sell futons so
this would be a negative keyword I need
to add for futons tiny house furniture
that is very Broad and I don't know how
that has anything to do with modular
couch I'm sure people buy modular
couches for their tiny houses but this
is very very broad let's look
at some more studio apartment
furniture stayhome body I don't even
know what that means americanmade love
seats this is a modular sofa it's the
keyword is literally modular couch and
it's showing love seat
terms so I wanted to show you that
because you've got to be very diligent
on negative keywords when dealing with
broad match because it goes so broad
however I cannot argue the results this
is the filtered keywords here out of
about 600,000 in Revenue 400,000 of it
was generated from that broad match part
of that is Google does a really good job
with broad match it gives you more
signals intent signals with smart
bitting so it works wonderful
wonderfully with smart bidding if I was
manually bidding modular couch as a
broad term or using maximize clicks it
would do horrendous 99% of the times I
have a full video by the way on bid
strategies I will add that to the
description and we'll also add it to
this video here go check that out on how
on what bit strategies you should be
using and when but in this case with
match types you do not want broad match
being used unless you already have Smart
bidding working in a campaign it's
already hitting your goal so how do we
use our match types when starting a
campaign out if I have a campaign that's
new and I don't have my goal being hit
yet I usually start with exact match and
phrase match then once I get my exact
match and phrase match working and in
some cases exact might not work because
it the costs are too high so I have to
pause it out maybe it's just phrase
match it could be a combination but I'll
start with phrase and exact match terms
then once I get those terms dialed in
I'm getting conversions they're hitting
my goal whether that's a CPA goal or a
Raz goal and I'm using smart bidding
whether that's Target Raz or Target CPA
then to get increased scale from my
campaign then I start sprinkling in
those broad match terms however I never
start with broad match terms in very
rare cases I will do that a year from
now I may have to update this video
because maybe starting with broad match
is the way to go I know some people are
claiming that today they say just go
ahead and start with broad match I still
have more success starting with exact
and phrase and then moving to Broad
match once my campaign's dialed in that
is what we still have the most success
with with our client accounts managing
millions and millions of dollars and
spend so utilize broad as kind of like
the accelerator to your campaign but do
not start with broad start with exact
and phrase there you go you are now a
guru on Google ad keyword match types
make sure to stay tuned I have a video
coming out on Google Keyword research
how to find the best keywords you should
be targeting in your campaigns you now
know the match types and what match
types you should be adding keywords in
this video is going to break down how to
go find the top keyword words you should
actually be targeting within your
campaigns so make sure to subscribe make
sure to like this video and I'll see you
on the next video
[Music]
thanks
Voir Plus de Vidéos Connexes
PALAVRAS-CHAVE NO GOOGLE ADS 2024: MUDANĂAS, TENDĂNCIAS E MELHORES ESTRATĂGIAS PARA VENDER MAIS
How to Properly Structure A Google Ads Campaign in 2024 (Tutorial & Real Examples)
Amazon PPC Step by Step Strategy for Beginners in 2022 â Amazon PPC Tutorial 2022 - Part 1
Google Ads Job Interview 2024 | PPC Job Interview Questions & Answers 2024 | DSA Taiyari Job Ki 2024
Google Search or Performance Max?
The RIGHT Way to Set Up Google Search Ads Campaigns in 2024 | Step-by-Step Tutorial
5.0 / 5 (0 votes)