Published on 9 September 2021 (Updated 29 February 2024)
If you want to promote your products or services online, Google Ads is the ideal platform. To display your ads on the Google search engine, all you need to do is create your ads. But more importantly, you should choose the right keywords to position yourself on so that your ads can appear in the right place.
Google Ads Keyword Match Types:
Let’s start by learning the keyword-matching options in Google Ads. There are several keyword match types:
- Exact match keywords: With exact match, your ads will only appear when people type the exact same word on Google. This option gives you more control over the audience that sees your ad.
- Exact phrase keywords: With exact phrase match, your ads will appear when searches include the meaning of your keyword. Exact phrase matching allows you to broaden your reach while being more precise than broad keywords.
- Broad keywords: With a broad match, your ads will appear when searches are simply related to your keyword. Broad match is less precise than the other two, but it allows you to reach many more users.
To avoid self-competition, it is recommended to not put the same keywords in your different ad groups.
In addition, we must be careful with broad match keywords as they can often deviate from our concept and consequently spend a good part of the budget. To avoid this, it is necessary to regularly sort out the search terms and exclude those that are not relevant. On the other hand, some search terms may have such a good performance that in this case, it will be appropriate to add them as keywords.
Note that the choice of keywords and their correspondence is only valid for campaigns on the search engine and not for all different types of campaigns.
The keyword planner
As you might have understood, the selection of your keywords is an essential phase in ensuring the performance of your campaigns. Consequently, you may find yourself short of ideas. This is why the keyword planner tool exists. This tool can help you find the most relevant keywords for your business. It also provides suggested bid estimates for each keyword so you can plan your advertising budget.
In summary
To put it simply, the different types of keyword match allow you to refine, or on the contrary, to widen the scope of your advertising. Indeed, if you aim to be precise, then you will be happy to settle for exact match keywords so that your ads will only appear on the ideal searches. However, if you want to go further and avoid losing opportunities, then exact expression keywords, and especially broad match keywords, will allow you to widen your reach. In a word, apart from keywords, Google Ads is a great tool for boosting visibility or meeting your marketing objectives of any kind.
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