Running a successful PPC campaign on Google Ads starts with choosing the right keywords. But understanding how to use these keywords is just as important as selecting them. Google Ads offers different “keyword match types” to help you control which searches trigger your ads. For businesses in the Philippines, learning these keyword match types can help make campaigns more effective, especially for seasonal promotions and events.
This guide breaks down the different Google Ads keyword match types, explaining how each one works and when to use them for the best results.
Why Keyword Match Types Matter
Keyword match types let you control how closely a user’s search needs to match your chosen keywords to trigger your ad. Using the right match type can help you:
- Reach the Right Audience: Show your ads to people who are more likely to be interested in your products or services.
- Save Money: Avoid paying for clicks that aren’t relevant to your business.
- Increase Relevance: Target searches that match your campaign goals, improving ad performance.
By using the right keyword match type, Philippine businesses can make the most of their PPC budget and get better results.
Overview of Google Ads Keyword Match Types
There are four main keyword match types in Google Ads:
- Broad Match
- Phrase Match
- Exact Match
- Broad Match Modifier (Deprecated)
Let’s dive into each type to understand how they work and when to use them.
1. Broad Match
What It Is: Broad match is the default keyword match type in Google Ads. With broad match, your ad may show for searches that include your keyword, related phrases, synonyms, or even variations of your keyword.
Example: If your broad match keyword is “beach resorts Philippines,” your ad could show up for searches like:
- “best beach resorts in the Philippines”
- “Philippine seaside resorts”
- “resorts near the beach”
Pros:
- Wide Reach: Broad match helps you reach a large audience, making it a good option for building brand awareness.
- More Traffic: You get more impressions and clicks, especially if your keywords are popular.
Cons:
- Less Targeted: Since Google matches your ad to related searches, some clicks may not be relevant, leading to wasted budget.
When to Use Broad Match: Broad match works well when you want to reach a larger audience, especially if you’re promoting a new brand or have a flexible budget. It can also be useful for seasonal campaigns when you want to reach more people during peak shopping times, like Christmas or summer.
2. Phrase Match
What It Is: With phrase match, your ad will show for searches that include the exact phrase you’re targeting, but with additional words before or after the keyword. This match type gives more control than broad match but still allows some flexibility.
Example: If your phrase match keyword is “holiday packages Philippines,” your ad could appear for searches like:
- “affordable holiday packages Philippines”
- “holiday packages Philippines for families”
- “holiday packages Philippines 2023”
However, your ad would not show for searches like “Philippine holiday packages” or “packages for holidays in the Philippines,” since these don’t match the exact phrase.
Pros:
- More Control: You get to specify the phrase that must be in the search, making it easier to reach interested users.
- Higher Relevance: Phrase match usually attracts more relevant clicks, as it targets users with specific search intent.
Cons:
- Reduced Reach: Compared to broad match, phrase match limits your audience, so you may get fewer clicks overall.
When to Use Phrase Match: Phrase match is ideal for Philippine businesses looking to attract users with specific needs or preferences. For seasonal campaigns, you can use phrase match keywords related to popular events or holidays, such as “Christmas gift ideas Philippines” or “summer travel packages Philippines.” This helps reach users who are actively searching for these topics.
3. Exact Match
What It Is: Exact match gives you the most control over your keywords. With exact match, your ad will only show when a user’s search matches your keyword exactly, with minor variations like misspellings, plurals, or close synonyms.
Example: If your exact match keyword is “cheap flights Manila,” your ad will only show for searches like:
- “cheap flights Manila”
- “cheap flight to Manila”
- “flights cheap Manila”
It won’t show for broader searches like “affordable flights to Manila” or “cheap Manila flights for families.”
Pros:
- Highest Precision: Exact match only triggers your ad for highly relevant searches, making it ideal for targeting specific queries.
- Better Quality Clicks: You’re more likely to attract clicks from people who are ready to take action, like buying or booking.
Cons:
- Limited Reach: Since it’s so specific, exact match reduces the overall number of people who may see your ad.
- May Miss Similar Searches: Exact match won’t capture related phrases, which can limit reach for users who might still be interested.
When to Use Exact Match: Use exact match when you want high-intent users who are likely ready to buy. For seasonal PPC campaigns, exact match keywords like “Valentine’s flower delivery Manila” or “Christmas tree sale Philippines” can help target specific searches, ensuring your ad reaches people looking for particular seasonal items or services.
4. Broad Match Modifier (Deprecated)
What It Was: Broad Match Modifier (BMM) was a popular keyword match type that allowed advertisers to combine the wide reach of broad match with more control. With BMM, you could put a plus sign (+) in front of keywords to specify that these terms had to be included in the search, in any order.
Example: If your keyword was “+beach +resorts Philippines,” your ad would show up for searches like “resorts on the beach in the Philippines” or “Philippine beachside resorts.”
Why It’s Important to Know About BMM: Although Google no longer offers BMM, understanding its function helps when choosing between broad and phrase match. Google has integrated many BMM features into phrase match, so using phrase match with carefully selected keywords can help achieve a similar effect.
Choosing the Right Match Type for Your Campaign
Each keyword match type serves a different purpose, and the best one for your campaign depends on your goals. Here are some recommendations for Philippine businesses:
- For Brand Awareness: Use broad match to reach a wider audience. This can help increase your brand’s visibility, especially for new products or services.
- For Targeted Campaigns: Use phrase match to focus on people looking for specific products, services, or information. It’s great for seasonal promotions when you want to reach users interested in a particular event or holiday.
- For High-Intent Searches: Use exact match to target people who are ready to buy. It’s ideal for high-ROI keywords, like “buy laptop Philippines” or “hotel deals Cebu.”
Optimizing Keyword Match Types for Seasonal PPC Campaigns
Seasonal campaigns are an excellent time to experiment with different match types. For example:
- Broad Match for Early Awareness: At the start of the season, broad match can help you reach a larger audience, making people aware of your offers.
- Phrase Match for Mid-Season Engagement: Once people start actively shopping for seasonal items, phrase match can help reach users with clear intent, like “summer travel deals Philippines.”
- Exact Match for Last-Minute Sales: As the season comes to an end, exact match can target high-intent searches, capturing customers who are ready to buy or book immediately.
By adjusting match types throughout the season, Philippine businesses can maximize their reach and drive higher conversions.
Final Tips for Using Keyword Match Types Effectively
- Combine Match Types: Using a mix of broad, phrase, and exact match keywords can help cover different audience segments and intent levels.
- Use Negative Keywords: Negative keywords prevent your ads from showing for irrelevant searches, helping save budget. For example, if you’re a high-end restaurant, add “cheap” as a negative keyword to avoid clicks from users looking for budget options.
- Monitor and Adjust: Regularly check the performance of your keywords and adjust match types as needed. Seasonal trends may impact which match types perform best.
Final Thoughts: Mastering Keyword Match Types for PPC Success
Choosing the right keyword match types can make or break your Google Ads campaign, especially for businesses in the Philippines looking to maximize their PPC budget. By understanding how broad, phrase, and exact match keywords work, businesses can reach the right audience, reduce wasted spending, and improve ad relevance.
For seasonal campaigns, experimenting with different match types can help you reach more customers during peak times. With the right strategy, Philippine businesses can use Google Ads to drive more traffic, increase conversions, and make their seasonal PPC campaigns a success.