Targeting Right with PPC AdWords Keyword Match Types

Google Ads Keyword Match type

Easy Guide to Google AdWords Keyword Match Type

Google AdWords Keyword match types help control, which searches by a user in Google search engine can trigger a Client’s paid ad.

 Benefits of Keyword Match Type;

  • Control searches that trigger the ad
  • Helps maximize your potential or target relevant searches
  • Help improve click-thru-rate (CTR)
  • Keywords aren’t case-sensitive; they’re matched w/o regard to uppercase or lowercase

Types of PPC Keyword Match Type & their Syntax;

  • Broad Match – include misspells, synonyms, related searches, and other relevant variations
  • Google Ads Broad Match Modifier – + syntax – contains the modified terms, no synonyms, in any order
  • Phrase Match – “ “ syntax – maintain the keyword sequence
  • Exact Match – [ ] syntax – exact term and close variations
  • Negative Keyword Match Types – keywords in negative, doesn’t trigger ads


PPC Google AdWords Keyword Match Types
Photo Courtesy: Blog.Adstage.io

What is close-variations?

  • Show ads for close variations of your Phrase & Exact match type
  • Includes misspell, singular and plural forms, acronyms, stemming’s, abbreviations and accents.
  • Broad Match show for synonyms & related searches, which aren’t considered close variations

Choose the right Keyword Match Type;

  • Recommended “Broad-to-Narrow” strategy
  • Start with a Broad match
  • Move specific with Phrase or Exact match type

Learn Google Keyword Planner Tool & Google Display Planner Tool

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