Google Ads Keyword Match Types Explained

Summary

In this video, Aaron Young from Defin Digital Academy explains the changes in Google Ads keyword match types, focusing on the new dynamics of Broad, Phrase, and Exact match. He discusses how Google now uses user intent and various signals like landing pages and previous searches to trigger ads, especially with Broad match keywords. Aaron also shares his strategy of using a few broad match keywords combined with exact match keywords to refine search traffic and optimize ad performance. Additionally, he introduces a helpful Google Ads optimization checklist to aid in campaign success.

Takeaways

• 😀 Broad match, phrase match, and exact match are the main Google Ads keyword match types, but recent changes have modified how they function.
• 😀 The broad match modifier and phrase match have been merged in 2021, making phrase match broader and more expansive than before.
• 😀 Exact match keywords now trigger ads based on the meaning of the keyword, not just the exact words, allowing for more flexibility in targeting.
• 😀 Google Ads now uses a variety of signals like user location, previous search history, and landing page content to enhance keyword targeting, especially with broad match.
• 😀 Dynamic Keyword Insertion (DKI) helps insert relevant keywords into ad copy, improving the relevance of ads shown to users.
• 😀 Exact match keywords allow for more granular tracking and reporting, providing better insights into campaign performance.
• 😀 By using broad match keywords in combination with exact match keywords, you can ensure that the campaign leverages Google’s advanced signals while maintaining control.
• 😀 Search term audits play a critical role in optimizing campaigns by identifying irrelevant traffic and refining keyword targeting.
• 😀 Phrase match is no longer as effective as it once was, which is why the speaker now focuses on using broad match and exact match keywords in their campaigns.
• 😀 The merging of broad match modifiers and phrase match means that phrase match is now more flexible but slightly more restrictive compared to the old broad match modifier setup.

Q & A

What are the three main keyword match types in Google Ads?

The three main keyword match types in Google Ads are broad match, phrase match, and exact match.

Why does the speaker no longer use phrase match in Google Ads campaigns?

The speaker no longer uses phrase match because the new structure of Google Ads, post-2021, makes phrase match too broad, resulting in a less controlled and effective targeting strategy.

What significant change did Google introduce in 2021 regarding keyword targeting?

In 2021, Google stopped targeting the exact words in a keyword and started targeting the meaning behind those words. This allowed for more variations of the same keyword to trigger ads.

What happened to the broad match modifier after 2021?

The broad match modifier was merged with phrase match, making the current phrase match more expansive than before 2021 but still more restrictive than the previous broad match modifier.

What is Dynamic Keyword Insertion (DKI) and why is it used?

Dynamic Keyword Insertion (DKI) is a feature that dynamically inserts the keyword that triggered the ad into the ad copy. It is used to improve the relevance of the ad and increase the chances of user engagement by closely matching their search term.

What are the three reasons the speaker adds exact match keywords to their ad groups?

The speaker adds exact match keywords to gain better ad copy relevance with Dynamic Keyword Insertion, to gather more specific data for keyword-level analysis, and to ensure the search campaign takes priority over Performance Max campaigns.

How does the speaker build out their list of exact match keywords?

The speaker builds out the exact match keyword list by conducting search term audits, reviewing the actual user search terms, and adding exact match keywords and negative keywords to refine the targeting.

What is the significance of search term audits in Google Ads campaigns?

Search term audits allow the campaign manager to review actual user search terms, identify negative keywords, and refine targeting by adding extra exact match keywords to prevent wasted ad spend on irrelevant searches.

What is the unique feature of broad match keywords compared to other match types?

Broad match keywords are the only type that utilizes additional signals such as the landing page, other keywords in the ad group, previous searches, and user location to better understand user intent.

Why is broad match considered the most effective match type according to the speaker?

Broad match is considered the most effective because it leverages Google’s extensive data, including user history and intent, while the speaker refines the targeting with exact match keywords and negative keywords during search term audits.