Google Ads Keyword Match Types Explained

If you've used Google Ads before, you know that choosing the right keywords is a big deal. It's like telling Google, "Hey, show my ad when people search for these words."

While there are still 3 different match types that you can use in Google Ads all 3 of them function very differently to how they used to function.

Google still has 3 different match types of:

•  Broad
•  Phrase
•  And Exact match

But I would argue that Exact match KWs don’t actually exist anymore - so gone are the days of you being able to set your keywords to exact match and then not worry that your ads were triggering on irrelevant searches 

So even if you have been running Google Ads campaigns for a long time you need to watch this video where I am going to show you some real life examples of how much Google has actually changed its keyword targeting over the past year - especially how much the targeting for exact match keywords has changed.

The New World of 'Exact Match' Keywords

Remember when "Exact Match" was like ordering a coffee and getting exactly what you asked for? You’d say a word, and only if people searched for that exact word, your ad would appear. No surprises!

Now, it’s like ordering a coffee and the barista saying, "Did you mean a latte?" even when you asked for an espresso. Google now thinks a bit for the searcher. Even if they search for something that kind of means the same as your keyword, Google might show them your ad.

So, if your exact keyword was “Lawn Mowing Service”, in the past, your ad would only appear if people typed that in just like that. Now, if someone types in “Grass Cutting Service”, Google might decide it’s close enough and show them your ad anyway.

This could be good or bad. It’s good because your ad could show up for more searches. But it’s also tricky because you might get folks seeing your ad who aren’t really looking for what you’re offering.

We might wonder why Google did this. Well, it’s probably because they want to help searchers find what they're looking for, even if they don’t type things in perfectly. But for us advertisers, it means we’ve got to be on our toes.

Unlocking the Mysteries of 'Phrase Match'

In the good old days, "Phrase Match" was like a little security guard for our ads, making sure only searches with our exact phrase could let the ad appear. For example, if our phrase was “fresh apples,” our ad would only pop up if people typed that phrase, even if they added words like “buy fresh apples” or “fresh apples near me.”

But now, things are not quite so strict. Google's gotten a bit more relaxed and thinks more about what people mean, not just what they type. So, if Google thinks a search has about the same meaning as your phrase, it might show your ad even if the exact words aren’t there.

This new way of doing things might seem a bit puzzling at first. But really, Google’s trying to be helpful. It wants to understand what people are really looking for and show them things that match that, even if the exact words are different. So, it's trying to think like a person, not a computer.

Imagine our keyword phrase is “bicycle repair service.” In the past, those words had to be in the search for our ad to show. Now, if someone searches “fix my bike,” Google might say, “Ah, that’s close enough!” and show them your ad.

Might be a bit surprising, right? But, it can also help us reach people who need what we’re offering but just use different words. We just need to think a bit more about what other words or phrases might mean the same thing and keep an eye on when our ads are showing up. 

Navigating Through the "Broad Match" Sea

Imagine "Broad Match" as a big, wide net that you threw into the sea of Google searches. Any search that was kind of related to your keyword could pull up your ad. It was the way to reach lots and lots of people, but not always the right people.

You’d think "Broad Match" couldn’t get any broader, right? But, here we are! Google now uses even more ideas and related concepts to decide if it should show your ad. It's not just about synonyms or related words anymore; it's about what Google thinks the searcher wants to see.

Google’s aim has always been to help searchers find what they’re looking for super-fast. So, now it’s using its big, smart computer brain to think about what people mean, not just what they say. This could mean more people see your ad, but it might also mean more people see your ad who aren’t interested.

Let’s say your keyword is “running shoes.” Before, your ad might show up for searches like “jogging sneakers” or “athletic footwear.” Now, it might also show for things like “trail running gear” or “best shoes for a marathon,” even if that's not exactly what you’re selling.

So, our broad net is casting even wider now. That means we need to be smart sailors, making sure we’re catching what we want and not what we don’t.

"Negative Keywords" - Your Secret Anchor

Let's talk about "Negative Keywords." Imagine you have a magical anchor that stops your ad-ship from drifting into places it doesn't belong. That's what negative keywords do - they prevent your ads from showing up in searches that aren’t right for you.

Sometimes, people search for stuff that kind of sounds like what we offer but isn't quite right. If we sell new bicycles, we don’t want our ads showing up when someone searches for “used bicycles.” That's a waste of our ad money and their time. So, negative keywords help keep our ads sailing in the right direction.

Using negative keywords isn’t tricky, but it's super important. We simply tell Google, “Hey, if someone searches for THIS word, don’t show them my ad.” So, in our bicycle example, “used” might be a good negative keyword to stop our ad from showing up in the wrong searches.

It's time to get our hands dirty a bit. When choosing negative keywords, we think about words that kinda relate to our product but also kinda don’t. Like “rent” if we sell stuff, or “cheap” if we’re a luxury brand. It's all about knowing our offer and who it's for.

Piecing It All Together - Smart Keyword Strategies

We've walked through the changing terrains of Google's keyword match types and unearthed the critical role of negative keywords. Now, let's apply this knowledge strategically, ensuring our advertising journey and budget are both effectively optimized.

Understanding and employing the different match types - Broad, Phrase, and the updated Exact - is pivotal to leveraging their distinct advantages:

• Broad Match allows us to connect with a vast audience by covering numerous related searches.
• Phrase Match enables us to target a bit more selectively, focusing on specific search phrases.
• Exact Match, even with its newer, looser guidelines, aims to zoom in on especially targeted searches, albeit with a slightly wider lens.

Prudent Use of Negative Keywords

Negative keywords act as our safeguard, preventing our ads from appearing in unrelated or undesirable searches. Consistently refining and updating our negative keywords list ensures our ad doesn’t stray into irrelevant territories.

Regular Campaign Reviews

Just like any strategy, regular reviews and adjustments of our campaigns are essential to stay on the right path. This involves evaluating which keywords are activating our ads and subsequently refining our negative keywords and bid strategy based on this vital information.

Example Strategy

Picture a campaign where we sell “Gourmet Coffee Beans”:

• Broad Match might involve keywords like “coffee beans” to capture a wide audience.
• Phrase Match could utilize “gourmet coffee” to hone in on searchers with a penchant for the high-quality stuff.
• Exact Match might use “[Premium Arabica Coffee Beans]” for those who know exactly what they want.

And our Negative Keywords? Words like “cheap”, “instant”, or “used” to filter out unwanted traffic.