Why Keywords Matter in Google Ads
For businesses in the Philippines, Google Ads is an essential tool to attract customers online. One of the most important parts of running a successful campaign is choosing the right keywords. But it’s not just about selecting keywords—you also need to understand keyword match types to control how your ads appear in search results.
This guide explains Google Ads keyword match types in simple terms, so you can create more effective campaigns and get the most out of your PPC budget.
What Are Keyword Match Types?
Keyword match types are settings in Google Ads that determine how closely a search query must match your chosen keywords for your ad to appear. They give you control over who sees your ads, helping you avoid wasting money on irrelevant clicks.
There are three main keyword match types in Google Ads:
- Broad Match
- Phrase Match
- Exact Match
Let’s break them down one by one.
1. Broad Match
What It Is:
Broad Match is the default setting in Google Ads. Your ad will appear for searches that include your keyword, related terms, synonyms, or variations.
Example:
Keyword: PPC Philippines
Your ad might show for searches like:
- “digital marketing in the Philippines”
- “pay-per-click advertising tips”
- “PPC services Manila”
Pros:
- Reaches a wide audience.
- Good for brand awareness or discovering new keywords.
Cons:
- Can lead to irrelevant clicks.
- Might waste your budget if not managed carefully.
Tips for Success:
- Use negative keywords to exclude unrelated searches. For example, add “free” as a negative keyword if you don’t offer free services.
2. Phrase Match
What It Is:
Phrase Match shows your ad only when the search query includes your keyword in the exact order, but it can have additional words before or after.
Example:
Keyword: PPC Philippines
Your ad might show for searches like:
- “affordable PPC Philippines”
- “PPC Philippines agency”
But it won’t show for:
- “Philippines PPC strategies”
Pros:
- More control than Broad Match.
- Ensures your ad appears for relevant searches.
Cons:
- Smaller audience compared to Broad Match.
Tips for Success:
- Use Phrase Match for high-converting keywords that are specific to your business.
3. Exact Match
What It Is:
Exact Match shows your ad only when the search query is identical (or very close) to your keyword.
Example:
Keyword: PPC Philippines
Your ad might show for:
- “PPC Philippines”
It won’t show for:
- “best PPC Philippines services”
Pros:
- Highly targeted.
- Ideal for maximizing ROI by focusing on specific searches.
Cons:
- Smallest audience.
- Requires thorough keyword research.
Tips for Success:
- Use Exact Match for your most important keywords to avoid wasting budget.
Why Keyword Match Types Are Important
Using the right keyword match types ensures your ads appear for searches that are relevant to your business. Here’s how they impact your campaigns:
- Reach vs. Relevance:
Broad Match gives you reach, while Phrase Match and Exact Match provide relevance. - Cost Efficiency:
Focusing on the right match types prevents you from wasting money on irrelevant clicks. - Control:
Match types allow you to control how flexible or strict your targeting is.
How to Use Keyword Match Types Together
You don’t need to stick to just one match type—combining them can help you balance reach and precision.
Example for a Philippine Business:
A digital marketing agency in Manila wants to target clients looking for PPC services.
- Use Broad Match for discovery:
- Keyword: “PPC advertising Philippines”
- Monitor search terms to find new keywords.
- Use Phrase Match for relevance:
- Keyword: “affordable PPC Philippines”
- Attract users looking for budget-friendly services.
- Use Exact Match for conversions:
- Keyword: “[PPC Philippines]”
- Focus on users actively searching for PPC services.
How Match Types Work with Display Advertising
Keyword match types are primarily for search campaigns, but they also play a role in display advertising. Here’s how:
- Broad Match: Targets a wider audience on the Display Network.
- Phrase and Exact Match: Focus your ads on more specific websites or apps relevant to your keywords.
Using match types strategically can help you get better results for your display campaigns.
Remarketing: A Powerful Addition to Keyword Strategies
Remarketing works well with all keyword match types. It targets users who have already visited your website, showing them tailored ads to encourage conversions.
Example:
A Cebu-based e-commerce store uses:
- Broad Match to discover keywords like “online shopping Philippines.”
- Remarketing ads to target users who viewed products but didn’t buy, offering discounts or free shipping.
Key Takeaways for Philippine Businesses
- Broad Match: Use for discovery and reaching a wide audience.
- Phrase Match: Ideal for targeting relevant searches with moderate control.
- Exact Match: Focuses on high-intent users for maximum ROI.
By understanding and applying keyword match types, businesses in the Philippines can create more effective PPC campaigns. Combine these strategies with remarketing and display advertising to maximize results.
Ready to optimize your Google Ads campaigns? Start refining your keywords today and watch your PPC performance grow!