Running a successful PPC campaign on Google Ads depends on many factors, but one of the most important is understanding keyword match types. Keywords are the words or phrases that trigger your ads to appear in search results, and match types determine how closely a search query must match your chosen keywords for your ads to be shown.
For businesses in the Philippines, choosing the right keyword match type can help you reach the right audience, control costs, and improve the effectiveness of your ads. This simple guide will explain the different Google Ads keyword match types and how they can be used to improve your PPC campaigns.
What Are Google Ads Keyword Match Types?
Keyword match types tell Google how strictly or loosely to match a search term with your selected keywords. Using different match types allows you to control which searches trigger your ads. This ensures that your ads are shown to users who are most likely to be interested in your product or service.
Google Ads offers four main keyword match types:
- Broad Match
- Broad Match Modifier (no longer available since 2021)
- Phrase Match
- Exact Match
Let’s dive into each type and how you can use them effectively in your campaigns.
1. Broad Match
Broad match is the default keyword match type in Google Ads. It triggers your ad when someone searches for your keyword or any variation of it, including synonyms, related terms, and even searches that don’t include your exact keyword. This match type gives your ad the widest reach but can also lead to irrelevant traffic.
Example:
Keyword: coffee shop Manila
Searches that may trigger your ad:
- Best coffee in Manila
- Manila cafes
- Where to get coffee near me
- Coffee shops open late
Pros and Cons:
- Pros: Broad match gives your ad the widest possible exposure, allowing you to attract a larger audience. It’s a good option for building brand awareness or capturing leads from a wide variety of searches.
- Cons: Because it casts a wide net, broad match can sometimes lead to irrelevant clicks, which may increase costs without improving conversions.
When to Use Broad Match:
Broad match is useful when you want to reach a wide audience and are less concerned about targeting very specific searches. It’s ideal for businesses in the Philippines that are looking to build brand awareness and attract new customers.
2. Phrase Match
Phrase match offers a more targeted approach than broad match. With this match type, your ad will only show when a search query includes the exact phrase of your keyword, although other words may appear before or after it. This allows for more control while still providing flexibility.
Example:
Keyword: coffee shop Manila
Searches that may trigger your ad:
- Best coffee shop Manila
- Coffee shop Manila open now
- Affordable coffee shop Manila
Searches that will not trigger your ad:
- Coffee in Manila
- Manila shop coffee beans
Pros and Cons:
- Pros: Phrase match helps ensure that your ad appears in relevant searches, increasing the chances of attracting interested customers while still allowing for some variation in search terms.
- Cons: While more targeted than broad match, phrase match still may lead to some irrelevant clicks if the additional words around the phrase make the search less relevant.
When to Use Phrase Match:
Phrase match is a good choice when you want more control over the types of searches that trigger your ads but still want some flexibility. It’s ideal for Philippine businesses targeting specific phrases that potential customers are likely to search for, such as those related to location, product type, or service.
3. Exact Match
Exact match offers the highest level of control over when your ads appear. Your ad will only show when a user’s search query exactly matches your chosen keyword or is a close variation (such as singular/plural forms or misspellings).
Example:
Keyword: coffee shop Manila
Searches that may trigger your ad:
- Coffee shop Manila
- Coffee shops in Manila
- Coffee shop Manila
Searches that will not trigger your ad:
- Best coffee shop Manila
- Where to find coffee shop Manila
Pros and Cons:
- Pros: Exact match gives you the most control over your ad targeting, ensuring that your ads only appear for the most relevant searches. This can lead to higher click-through rates (CTR) and conversions.
- Cons: Because exact match is so restrictive, your ads will reach a smaller audience. This could limit your ad’s visibility and potentially miss out on relevant traffic.
When to Use Exact Match:
Exact match is best used when you know exactly what your potential customers are searching for and want to ensure your ads only appear in those precise searches. This is ideal for businesses that are focused on specific products or services and want to avoid irrelevant clicks.
Choosing the Right Keyword Match Type
Choosing the right keyword match type depends on your campaign goals and the type of customers you want to reach. Here are some tips to help you decide which match type is best for your business:
- If you want to build brand awareness or reach a wide audience: Use broad match to cast a wider net and attract a variety of searchers. This is especially helpful for businesses looking to introduce their products or services to a larger audience.
- If you want a balance between reach and control: Phrase match gives you more control than broad match while still allowing for some flexibility. It’s a good middle ground for targeting relevant searches without being too restrictive.
- If you want highly targeted ads: Exact match is the way to go if you’re looking to target very specific searches. This is ideal for businesses focused on high-intent customers who are likely to convert.
Negative Keywords: An Important Tool
Regardless of which keyword match type you choose, negative keywords are a valuable tool for improving your PPC campaigns. Negative keywords allow you to exclude specific words or phrases from triggering your ads, helping to filter out irrelevant traffic.
Example:
If you own a luxury coffee shop, you might add “cheap” as a negative keyword to avoid showing your ads to people searching for low-cost options.
Using negative keywords helps you save money by ensuring your ads are only shown to people who are more likely to be interested in your business.
Monitoring and Adjusting Your Campaign
After setting up your campaign, it’s important to monitor its performance regularly. Keep an eye on key metrics like click-through rates (CTR), conversion rates, and cost per click (CPC). If you find that certain match types are not delivering the results you want, you can adjust your strategy accordingly.
For example:
- If you’re getting too many irrelevant clicks with broad match, consider switching to phrase or exact match.
- If your reach is too limited with exact match, you can try expanding to phrase or broad match to capture more traffic.
Regular optimization ensures that your campaign continues to perform well and delivers the best possible return on investment (ROI).
Conclusion
Understanding Google Ads keyword match types is essential for creating successful PPC campaigns in the Philippines. By choosing the right match type—whether it’s broad, phrase, or exact—you can control who sees your ads and ensure that you’re reaching the right audience. Incorporating negative keywords and monitoring your campaign’s performance will help you fine-tune your strategy for even better results.
For businesses in the Philippines looking to improve their PPC campaigns, mastering keyword match types can lead to more targeted ads, higher click-through rates, and greater returns on your advertising investment.