Introduction
In this article, we'll show you how the 4 types of keyword matches work, which are the basis of search network campaigns in Google Ads.
We know that keywords are responsible for activating ads on the Google search network. But before you look at all the keywords in your campaign, we first need to explain what keyword matches are and what types there are.
Keyword matches are how they will be arranged in Google users' search terms. Keyword match types are therefore fundamental to controlling which Google searches can trigger your ad.
In general, the broader the keyword matching option, the greater the potential traffic for the keyword. On the other hand, the narrower the keyword matching option, the more relevant the keyword is to the person's search.
Understanding these differences can help you choose the right options and improve your return on investment.
Wide correspondence
Broad match is the type of keyword match where you can expect your ads to have the greatest reach. This is because by using broad match words, your ads can be shown in searches that include, in addition to misspellings, synonyms, related searches and other relevant variations. Even competitors' names can appear in your search terms with the use of broad match keywords.
- Keyword example: women's hats
- Example of a search that could trigger the ad: buy women's hats
As it is a type of correspondence that has a wider reach, which is often desired, it is important to be careful with its use. Monitor the search terms that are triggering your ads and identify possible disqualifying terms, which should be included as negative keywords.
Modified Broad Matching(will be discontinued in July 2021)
Using this type of matching, ads can be displayed in searches that contain your keyword terms (or slight variations, but not synonyms), in any order. In addition, the user's search can contain more words, not just those that have been configured.
- Symbol: +keyword - + sign
- Keyword example: +hats +women
- Example of a search that could trigger the ad: women's hats
It's worth noting here that if the search term had been: "photos of women wearing hats in the 60s", your ad would also have been shown, since the terms appear in the search. Although the user's intention had nothing to do with your ad.
With a view to improving the user experience, Google is migrating this match to the Phrase type. As a result, the Broad Modified Match will no longer exist from July 2021. This is a way of providing more precise results that are related to the user's search intent. To find out more about this migration, check out this other article we've prepared on keyword matching updates.
Phrase matching
With Phrase matching, ads can be displayed in searches that are a phrase, i.e. they respect the order of the terms configured. It also includes searches with small variations close to that phrase (such as Portuguese errors, lack of a preposition or plural).
- Symbol: "keyword" - Quotation marks
- Keyword example: "women's hats"
- Search example: buy women's hats
It is important to note that this format will be widely used after the end of the use of the modified broad match, so it is important to know this format well.
Phrase matching has also undergone changes that are worth highlighting:
Before, it wasn't possible to include a term in the middle of your keyword phrase. For example, if a person searched for "women's beach hats", the ad wouldn't be shown.
With the change that will begin in February 2021, this phrase matching will now include searches with terms in the middle of the phrase. As a result, if a user searches for "women's beach hats", your ad will be eligible to appear in the results.
That's why you should know that it's important to include variations in the order of the words, when that order doesn't interfere with the user's search qualification. In the example above, if the person were to type in "women's hats", your ad would not be displayed.
So assess when it makes sense to include a reversed word order as a keyword. This way, you won't lose out on reaching users who could search in different orders. Check out the details of this migration in this article.
Exact Match
In this type of keyword matching, we want to be very specific with the searches that could trigger the ad. Thus, by using words in exact match, the ads can be shown in searches that are an exact term and small approximate variations of that exact term (such as Portuguese or plural errors).
- Symbol: [keyword] - Brackets
- Keyword example: [women's hats]
- Search example: women's hats
Conclusion
Now you know the different types of keyword matching and how they will influence the impressions of your ads on Google. It's essential to know how to choose the best match so that the right users are reached by your ad. That way, your Google Ads account will perform better!
Summarizing the potential reach of correspondence:
Exact Match: for Precision
Broad Matching: for Range
Modified Broad and Phrase Matching: to Balance Both
If you're a Pareto client, don't worry, we'll select the best words and matches for your account, working with the Pareto Structure! With it, we aim to increase the quality index of your keywords and the relevance of your ads.
But if you're not yet a client and would like to find out more, get in touch!
