For businesses in the Philippines, choosing the right keywords is essential for success with Google Ads. However, selecting keywords isn’t the only step. Google Ads also offers keyword match types that determine how closely a user’s search must match your keyword to trigger your ad. Using the right match types can improve your ad performance, control your budget, and help you reach the right audience.
This guide explains the different Google Ads keyword match types—Broad Match, Phrase Match, and Exact Match—and shows how to use them effectively for your business in the Philippines.
Why Keyword Match Types Matter in Google Ads
Keyword match types help you control how and when your ads appear. Some match types are broad, reaching a wide audience, while others are more precise, targeting users searching for specific terms. By choosing the right match types, you can improve your click-through rate, reduce wasted ad spend, and make sure your ads reach the people most likely to engage with your business.
For Philippine businesses looking to maximize their PPC budget, understanding and using match types strategically can help drive more relevant traffic and increase conversions.
The Main Keyword Match Types in Google Ads
Let’s break down the three main keyword match types in Google Ads—Broad Match, Phrase Match, and Exact Match—and see when to use each one.
1. Broad Match
How It Works: Broad Match is the default match type in Google Ads. It allows your ad to show for searches that include any of the words in your keyword phrase, along with synonyms, variations, and related terms. Broad Match reaches the widest audience but may result in clicks from searches that aren’t always directly relevant to your business.
Example: If your keyword is “coffee shop Makati,” Google may show your ad for searches like “best cafes in Makati,” “coffee near me,” or “Makati coffee shops.” This wide reach helps you get more exposure, but it can also attract clicks that may not be from high-intent users.
Best For:
- Brand Awareness: Reaching a large audience quickly.
- New Campaigns: Testing different keywords to see what works best for your business.
Pros:
- High Reach: Broad Match allows your ads to reach more people.
- Keyword Discovery: This match type helps you discover new keywords that may work for your campaign.
Cons:
- Lower Relevance: Ads may appear for searches that are not directly related to your business, leading to irrelevant clicks.
- Potential for Wasted Budget: You may pay for clicks from users who aren’t actually interested in your product or service.
Tip: To manage Broad Match better, use Negative Keywords to prevent your ad from showing for unrelated searches. For example, if you don’t want to show up for “coffee machine Makati,” you can add “machine” as a negative keyword.
2. Phrase Match
How It Works: Phrase Match is more targeted than Broad Match. With Phrase Match, your ad only appears for searches that contain your exact keyword phrase in the same order, though it can have words before or after it. This match type offers a good balance between reach and relevance, making it popular among businesses.
Example: If your keyword is “coffee shop Makati,” your ad may show for searches like “best coffee shop Makati” or “coffee shop Makati open late.” However, it won’t show for searches like “Makati shop for coffee,” as this changes the order of words in the phrase.
Best For:
- Targeted Traffic: Reaching users who are looking for specific products or services.
- More Relevant Searches: Ensuring ads appear only for searches closely related to your business.
Pros:
- Higher Relevance: Phrase Match is more likely to attract clicks from users who are genuinely interested in your offerings.
- Better Control: It limits irrelevant searches while still allowing some flexibility.
Cons:
- Less Reach: Phrase Match narrows down your reach compared to Broad Match, which may limit visibility if your goal is brand awareness.
Tip: Use Phrase Match if you want your ads to appear for specific terms but still want some flexibility to reach users with variations in their searches. This match type is especially useful for businesses with unique or specific offerings, like “organic cafe Manila” or “home repairs Cebu.”
3. Exact Match
How It Works: Exact Match is the most precise match type. Your ad will only appear when someone searches for the exact keyword or close variations, like plurals or slight misspellings, that don’t change the meaning. This match type gives you maximum control over when your ads appear, ensuring they only show for highly relevant searches.
Example: If your keyword is “coffee shop Makati,” your ad will only show for searches like “coffee shop Makati” or “coffee shops in Makati.” It won’t appear for searches like “coffee near Makati” or “coffee shop in Metro Manila.”
Best For:
- High-Intent Searches: Reaching users who know exactly what they’re looking for and are likely ready to take action.
- Limited Budgets: Ensuring your budget goes toward the most relevant clicks.
Pros:
- Maximum Relevance: Exact Match ensures your ads reach users with the exact intent, improving the likelihood of conversion.
- Better ROI: By focusing only on the most relevant searches, you reduce wasted clicks and get a higher return on investment.
Cons:
- Small Reach: Exact Match limits your audience, which may reduce visibility if your goal is to reach as many people as possible.
- Less Keyword Flexibility: This match type may miss out on some search variations, which could mean missing some potential customers.
Tip: Use Exact Match if your goal is to maximize relevance and control. This match type is particularly useful for businesses with smaller budgets or those targeting highly specific products, like “wedding photographer Cebu” or “event caterer Davao.”
Combining Match Types for Effective Campaigns
Using a combination of Broad Match, Phrase Match, and Exact Match can help you balance reach, relevance, and cost. Here’s how to combine them effectively:
- Start with Broad Match to Test Keywords: For new campaigns, start with Broad Match to discover popular keywords. This approach lets you see which keywords generate the most clicks and conversions.
- Use Phrase Match for Targeted Traffic: Once you identify successful keywords, switch to Phrase Match to reach a more targeted audience while still allowing variations in searches.
- Apply Exact Match for High-Intent Searches: For keywords that generate high conversions, use Exact Match to focus on users most likely to take action, such as making a purchase or signing up.
By mixing match types, you can broaden your campaign’s reach and attract quality traffic while controlling costs and relevance.
Using Negative Keywords to Improve Performance
Negative keywords are essential for preventing your ads from showing up for unrelated searches. Adding negative keywords allows you to exclude certain terms, making your campaigns more efficient and cost-effective.
Example: If you run a coffee shop and want to avoid clicks from people looking for coffee machines, add “machine” as a negative keyword. This ensures your budget is spent only on clicks from users searching for products or services you actually offer.
Monitoring and Adjusting Your Match Types
As you run your campaign, monitor performance and adjust match types as needed. Look at metrics like click-through rate (CTR), cost per click (CPC), and conversions to determine which match types work best for your goals. Over time, you may find that certain keywords perform better with a different match type, so be ready to make changes based on data.
Final Tips for Using Keyword Match Types in Google Ads
- Start with a Test Period: Run your campaign with a mix of match types for a few weeks to gather data on what works best for your business.
- Set a Realistic Budget: Test match types with a manageable budget. This helps you understand which match type provides the best results without overspending.
- Use Negative Keywords Effectively: Regularly review your search terms report and add negative keywords to exclude irrelevant searches.
- Adjust Based on Goals: Align your match types with your specific goals. For brand awareness, consider Broad Match; for conversions, Phrase or Exact Match may work best.
- Stay Informed on Changes: Google occasionally updates match type features, so staying informed can help you adapt your strategy effectively.
Conclusion: Choosing the Right Keyword Match Types for Your Business
Understanding Google Ads keyword match types—Broad Match, Phrase Match, and Exact Match—is essential for Philippine businesses looking to run successful PPC campaigns. By using these match types strategically, you can control ad visibility, improve relevance, and manage your budget effectively.
Whether your goal is brand awareness or driving sales, choosing the right match type can make a big difference in your campaign’s success, helping you reach the right audience and maximize your return on investment.