For businesses in the Philippines, using Google Ads is a great way to attract customers online. However, the success of a PPC Philippines campaign depends heavily on using the right keyword match types. Keywords decide when and where your ads will appear, but not all keywords work the same. Google offers different match types that control how closely the user’s search must match your chosen keywords.
In this guide, we’ll walk you through the different Google Ads keyword match types, explain how they work, and help you decide which type is best for your business.
Why Keyword Match Types Matter
Choosing the right match type ensures your ads appear to the right audience without wasting your budget. Different match types give you control over:
- Who sees your ad based on their search queries.
- How specific or broad your keyword targeting is.
- How much you spend by preventing irrelevant clicks.
For example, a local restaurant in Manila may want to show ads to users searching for “best Italian food near me,” but not to users looking for unrelated food options.
The 3 Google Ads Keyword Match Types
1. Broad Match
Broad match is the default keyword type. It allows your ad to appear when users search for any related words or phrases—even if they don’t exactly match your keyword.
Example:
- Keyword: “running shoes”
- Possible Searches:
- “buy jogging sneakers”
- “best sports shoes for running”
- “athletic footwear”
This match type gives your ad wide visibility but can lead to irrelevant clicks, which may waste your budget.
When to Use:
- When you want maximum exposure and are testing which keywords perform best.
- Suitable for brand awareness campaigns.
2. Phrase Match
Phrase match is more targeted. Your ad appears only when the user’s search includes the exact phrase you choose, but it can also include words before or after the phrase.
Example:
- Keyword: “affordable laptops”
- Possible Searches:
- “where to buy affordable laptops”
- “affordable laptops in the Philippines”
Phrase match ensures better relevance than broad match while still allowing for some flexibility.
When to Use:
- When you want more control over your ad targeting.
- Ideal for local businesses promoting specific products or services.
3. Exact Match
Exact match is the most precise keyword type. Your ad appears only if the user’s search exactly matches your keyword or has very close variations, such as misspellings.
Example:
- Keyword: “running shoes”
- Possible Searches:
- “running shoes”
- “running shoe”
With exact match, you get highly targeted clicks, but your reach will be smaller.
When to Use:
- When you know exactly what your customers are searching for.
- Best for lead generation campaigns where every click counts.
How to Use Negative Keywords to Improve PPC Performance
Negative keywords prevent your ad from showing up in irrelevant searches. For example, if you run a luxury shoe store, you can add “cheap” as a negative keyword to avoid clicks from users looking for budget products.
Example:
- Negative Keyword: “free”
- Prevents Searches Like: “free running shoes”
Using negative keywords saves your budget by reducing unnecessary clicks.
Comparing Keyword Match Types: Which One Should You Use?
| Match Type | Reach | Control | Best Use |
|---|---|---|---|
| Broad Match | High | Low | Brand awareness, new campaigns |
| Phrase Match | Medium | Medium | Product promotion, local targeting |
| Exact Match | Low | High | Lead generation, focused targeting |
Example of Keyword Match Types for a Local Business
Let’s say you own a coffee shop in Makati. Here’s how you can use different keyword match types:
- Broad Match: “coffee shop”
- Shows ads for users searching “best cafés in Manila” or “places to get coffee.”
- Phrase Match: “coffee shop in Makati”
- Shows ads for searches like “best coffee shop in Makati” or “coffee shop in Makati with WiFi.”
- Exact Match: “[coffee shop in Makati]”
- Shows ads only for “coffee shop in Makati” or very close variations.
Using a mix of these match types helps you maximize reach while staying relevant to your audience.
Tips for Choosing the Right Match Type for PPC Philippines Campaigns
- Start with Broad Match to Gather Data
- Use broad match at the beginning of your campaign to see which keywords get the most clicks and impressions.
- Refine with Phrase or Exact Match
- After analyzing your campaign data, switch to phrase or exact match to focus on high-converting keywords.
- Use Negative Keywords to Save Budget
- Regularly review search terms to identify irrelevant searches. Add these as negative keywords to prevent wasted clicks.
- Monitor and Adjust Regularly
- Track click-through rates (CTR) and conversion rates to see which keywords perform best. Adjust your match types as needed for better results.
Why Using the Right Keyword Match Types is Important for PPC Philippines
For businesses in the Philippines, using the right keyword match types ensures:
- Better control over who sees your ads.
- Higher conversion rates by targeting relevant users.
- Efficient use of budget by reducing irrelevant clicks.
- Improved local targeting with keywords that match user intent.
Whether you’re running a restaurant, e-commerce store, or service business, understanding keyword match types helps you get the most from your PPC campaign.
Final Thoughts
Choosing the right Google Ads keyword match types is essential for running a successful PPC Philippines campaign. Each match type—broad, phrase, and exact—offers unique benefits, and using them wisely helps you reach the right audience. Adding negative keywords further ensures that your budget is spent efficiently by avoiding irrelevant searches.
For the best results, use a combination of match types to maximize reach and relevance. Monitor your campaign regularly, adjust your keywords, and refine your strategy over time. By mastering keyword match types, businesses in the Philippines can improve their ad performance, attract more customers, and grow faster.