As the SERP (Search Engine Results Page) continues to get clouded with advertisers, it is Google’s primary goal to deliver quality content to the searcher. Google wants to see strategy and intent behind advertisers’ campaigns. +Broad +Match +Modified, “Phrase Match” and [Exact Match].

First, let’s cover the different keyword match types.

The 4 Keyword Match Types Explained

#1 Broad Match Keywords

Broad match keywords will trigger results for any terms or meanings of the keywords in a query. For example, if your keyword is engine degreaser – a search query for either the term engine or degreaser – even similar words or meanings could trigger an impression.

Examples of additional broad match keywords that would trigger the same results are:

engine degreaser
automotive degreaser
engine cleaner
kitchen degreaser
engine repair

As you can see by solely using broad match keywords in your campaign, you’re casting a very wide net which may or may not return relevant results. Not to mention, this approach doesn’t give you much control over qualified impressions (and clicks!).

Google is very good at knowing the intent of the user and will usually match queries accurately. However, you should proceed at your own risk as there is always going to be a large number of impressions and a low conversion rate/click-through-rate (CTR).

This match type is best for a brand recognition campaign.

#2 Modified Broad Match Keywords

Modified broad match keywords are similar to broad match, but all words in the phrase are prefixed with a “+” symbol. All of the words that have the + symbol must be included in the search users query to trigger an impression.

With modified broad, you’re able to customize your keywords by prefixing all words, or just select words in your modified broad keyword phrase. Here are some examples of how modified broad match keywords work:

+engine +degreaser

Since both keywords are modified with a prefix, both terms would have to be included in the users query to trigger an ad impression. Queries that would result in impressions include:

where to buy engine degreaser
engine cleaner & degreaser
how does engine degreaser work
top 10 engine degreasers

Similarly, if we were only to modify some (or one) of the words in a modified broad keyword phrase such as:

cheap +engine +degreaser

This should match search queries like:

cheap professional engine degreaser
affordable engine degreaser
all-natural degreaser for engines

As you can see, when using modified broad match keywords in your campaign, unless you’re prefixing all keywords in your phrase, you’re risking irrelevant queries.

This is why it’s very important to be selective and use caution when prefixing your keywords and targeting your queries. It’s also worth noting that keywords that are modified broad can appear in any order in the query, so unlike phrase match (see below) there is limited control over matching the user’s search query.

#3 Phrase Match Keywords

Phrase match is my personal favorite match type to use in an effective and properly optimized campaign that has had time to mature and enough data collected from the search queries to target select keyword phrases that your potential customers are searching for.

Phrase match keyword queries must match the exact phrase or sequence of words in your keyword. Phrase match keywords begin and end in quotation marks. For example:

“engine degreaser”

When users search for the keyword engine degreaser, you should receive an impression. Additional words can be added before or after the phrase match keyword to trigger an impression. Potential keyword matches include:

cheap engine degreaser
what is the best engine degreaser
how to use engine degreaser
engine degreaser uses
what else can I clean with engine degreaser

Phrase match keywords are vital to successful pay-per-click management for many reasons, but as you can see in the examples above you should usually expect to see more relevant impressions and in-turn an increase in conversions and happy users – as long as your product and/or content is relevant to what the user is searching for.

#4 Exact Match Keywords

This one pretty much explains itself. When using exact match keywords in your campaign, users’ search terms must match exactly to a keyword in your ad group in order to show an ad impression. Exact match keywords begin and end with brackets. Here’s another example:

[engine degreaser]

To show your ad, users must type engine degreaser exactly. The query cannot contain any additional or similar words. Like this:

This particular match type can be very powerful for common search queries, specifically long tail keyword searches with little to no competition. Keep in mind that exact match can also pick up queries for misspellings, close variants and plurals. You can disable this loose filter by switching to “Do not include close variants” in campaign settings in Google AdWords.

Unfortunately, exact match keywords may limit the number of impressions your ads may potentially receive compared to the other more “less-aggressive” match types, however, exact match will reward you with a better conversion rate/click-through-rate (CTR) and will likely lower your spend.

TIP: Start broad and tighten your keyword match types gradually

It’s always best to start any campaign with a bit of a wide net (like broad match or modified broad match) to begin collecting search data so that you can review and properly optimize your keyword match types to suit your campaign’s needs. Monitor your campaign for new search queries regularly.

For best results, convert high impression relevant search queries to phrase and exact match first, and allow your data to grow to optimize additional keywords with fewer data over time. Oh, and don’t forget about adding your negatives as well.

What match types should I use?

What is important to understand about choosing the correct match types is that this single element of your campaign can affect almost every metric on the board. But, most importantly, using the correct types of match phrasing can have a HUGE impact on CPA (Cost Per Acquisition) and ad-relevance.

For instance, if an advertiser was a photographer specializing in wedding photography and they were looking to solely drive leads, odds are that they are not going to want to waste their ad-spend on “family photography” search queries in the auction. In order to get the best results, in this case, we would want to exclusively use exact match keywords that were related to [wedding photography].

By implementing other types of match types such as phrase match, our ads could serve to someone searching DIY terms such as “how to be a wedding photographer”. When choosing match types, think, “How can I best optimize my keywords with specific intent?”.

Is it ever okay to use broad match?

The short answer is 90% of the time, no. The reason for this is because, with broad match, you are welcoming many irrelevant search terms into your campaign. This is only going to lead to a frustrated advertiser who is receiving many unqualified leads.

Now, what does the other 10% mean? Well, in short, the only circumstances where broad match can make sense is if your intent with the campaign is either:

  1. You are looking to create strong brand awareness or
  2. If search volume is so low that the only way to filter through traffic and to actually get customers is going to be through adding a couple of broad match terms

Which modifiers do you recommend?

We recommend +Broad +Match +Modified and [Exact Match].

Utilizing broad match modifiers allows you to widen your traffic volume, but still keep your keyword intent in-tactic. Implementing exact match keywords will give you the exclusive search query that you are bidding on in the auction. This way, you can rest assured that your ads are being placed in front of your specific prospective audience.

Now that you have learned which modifiers to emphasize in your Google Ads campaign, it’s time to implement this into your PPC marketing strategy!

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  448. Methadone Maintenance March 31, 2020
  449. nachsottWounc March 31, 2020
  450. offeltymuplept March 31, 2020
  451. Angerrengato March 31, 2020
  452. Atmolbolyloalf March 31, 2020
  453. Unotbansittip March 31, 2020
  454. nachsottWounc March 31, 2020
  455. MaryBub March 31, 2020
  456. Angerrengato March 31, 2020
  457. Atmolbolyloalf March 31, 2020
  458. Unotbansittip March 31, 2020
  459. SpemporiecreN March 31, 2020
  460. Nireempipse March 31, 2020
  461. Atmolbolyloalf March 31, 2020
  462. nachsottWounc March 31, 2020
  463. Nireempipse March 31, 2020
  464. EyeBub April 1, 2020
  465. nachsottWounc April 1, 2020
  466. offeltymuplept April 1, 2020
  467. Nireempipse April 1, 2020
  468. Atmolbolyloalf April 1, 2020
  469. offeltymuplept April 1, 2020
  470. Unotbansittip April 1, 2020
  471. SpemporiecreN April 1, 2020
  472. Atmolbolyloalf April 1, 2020
  473. nachsottWounc April 1, 2020
  474. Atmolbolyloalf April 1, 2020
  475. offeltymuplept April 1, 2020
  476. nachsottWounc April 1, 2020
  477. Unotbansittip April 1, 2020
  478. DenBub April 1, 2020
  479. offeltymuplept April 1, 2020
  480. Angerrengato April 1, 2020
  481. offeltymuplept April 1, 2020
  482. JasonBub April 1, 2020
  483. Atmolbolyloalf April 1, 2020
  484. offeltymuplept April 1, 2020
  485. nachsottWounc April 1, 2020
  486. Nireempipse April 1, 2020
  487. offeltymuplept April 1, 2020
  488. Atmolbolyloalf April 1, 2020
  489. offeltymuplept April 1, 2020
  490. Unotbansittip April 1, 2020
  491. KiaBub April 1, 2020
  492. Unotbansittip April 1, 2020
  493. SpemporiecreN April 1, 2020
  494. Atmolbolyloalf April 1, 2020
  495. LisaBub April 1, 2020
  496. nachsottWounc April 1, 2020
  497. offeltymuplept April 2, 2020
  498. MarkBub April 2, 2020
  499. Nireempipse April 2, 2020
  500. Dyncfofoppy April 2, 2020
  501. MaryBub April 2, 2020
  502. SpemporiecreN April 2, 2020
  503. DenBub April 2, 2020
  504. Atmolbolyloalf April 2, 2020
  505. offeltymuplept April 2, 2020
  506. offeltymuplept April 2, 2020
  507. SpemporiecreN April 2, 2020
  508. Dyncfofoppy April 2, 2020
  509. nachsottWounc April 2, 2020
  510. Inpulge April 2, 2020
  511. offeltymuplept April 2, 2020
  512. EyeBub April 2, 2020
  513. Nireempipse April 2, 2020
  514. Dyncfofoppy April 2, 2020
  515. Atmolbolyloalf April 2, 2020
  516. nachsottWounc April 2, 2020
  517. offeltymuplept April 2, 2020
  518. DenBub April 2, 2020
  519. Unotbansittip April 2, 2020
  520. Lusiose April 2, 2020
  521. offeltymuplept April 2, 2020
  522. UgoBub April 2, 2020
  523. offeltymuplept April 2, 2020
  524. Angerrengato April 2, 2020
  525. offeltymuplept April 2, 2020
  526. toorma April 2, 2020
  527. Dyncfofoppy April 2, 2020
  528. CarlBub April 2, 2020
  529. Atmolbolyloalf April 2, 2020
  530. offeltymuplept April 2, 2020
  531. Angerrengato April 2, 2020
  532. offeltymuplept April 2, 2020
  533. SpemporiecreN April 2, 2020
  534. PaulBub April 2, 2020
  535. Nireempipse April 2, 2020
  536. Dyncfofoppy April 2, 2020
  537. Unotbansittip April 2, 2020
  538. Atmolbolyloalf April 2, 2020
  539. offeltymuplept April 3, 2020
  540. Angerrengato April 3, 2020
  541. nachsottWounc April 3, 2020
  542. Nireempipse April 3, 2020
  543. Atmolbolyloalf April 3, 2020
  544. SpemporiecreN April 3, 2020
  545. nachsottWounc April 3, 2020
  546. offeltymuplept April 3, 2020
  547. Nireempipse April 3, 2020
  548. Dyncfofoppy April 3, 2020
  549. AshBub April 3, 2020
  550. KiaBub April 3, 2020
  551. SpemporiecreN April 3, 2020
  552. Angerrengato April 3, 2020
  553. offeltymuplept April 3, 2020
  554. offeltymuplept April 3, 2020
  555. Dyncfofoppy April 3, 2020
  556. Atmolbolyloalf April 3, 2020
  557. SpemporiecreN April 3, 2020
  558. Angerrengato April 3, 2020
  559. offeltymuplept April 3, 2020
  560. offeltymuplept April 3, 2020
  561. Nireempipse April 3, 2020
  562. SpemporiecreN April 3, 2020
  563. BooBub April 3, 2020
  564. offeltymuplept April 3, 2020
  565. Dyncfofoppy April 3, 2020
  566. Atmolbolyloalf April 3, 2020
  567. SpemporiecreN April 3, 2020
  568. Angerrengato April 3, 2020
  569. CarlBub April 3, 2020
  570. offeltymuplept April 3, 2020
  571. nachsottWounc April 3, 2020
  572. offeltymuplept April 3, 2020
  573. offeltymuplept April 3, 2020
  574. Dyncfofoppy April 3, 2020
  575. Unotbansittip April 3, 2020
  576. Angerrengato April 3, 2020
  577. WimBub April 3, 2020
  578. LisaBub April 3, 2020
  579. offeltymuplept April 3, 2020
  580. nachsottWounc April 3, 2020
  581. Dyncfofoppy April 3, 2020
  582. offeltymuplept April 3, 2020
  583. AlanBub April 3, 2020
  584. SpemporiecreN April 4, 2020
  585. Atmolbolyloalf April 4, 2020
  586. Angerrengato April 4, 2020
  587. Dyncfofoppy April 4, 2020
  588. offeltymuplept April 4, 2020
  589. nachsottWounc April 4, 2020
  590. nachsottWounc April 4, 2020
  591. offeltymuplept April 4, 2020
  592. offeltymuplept April 4, 2020
  593. SpemporiecreN April 4, 2020
  594. Unotbansittip April 4, 2020
  595. Angerrengato April 4, 2020
  596. Dyncfofoppy April 4, 2020
  597. offeltymuplept April 4, 2020
  598. JasonBub April 4, 2020
  599. offeltymuplept April 4, 2020
  600. offeltymuplept April 4, 2020
  601. SpemporiecreN April 4, 2020
  602. Atmolbolyloalf April 4, 2020
  603. Unotbansittip April 4, 2020
  604. Angerrengato April 4, 2020
  605. offeltymuplept April 4, 2020
  606. Dyncfofoppy April 4, 2020
  607. offeltymuplept April 4, 2020
  608. Atmolbolyloalf April 4, 2020
  609. Unotbansittip April 4, 2020
  610. Angerrengato April 4, 2020
  611. offeltymuplept April 4, 2020
  612. offeltymuplept April 4, 2020
  613. SpemporiecreN April 4, 2020
  614. Atmolbolyloalf April 4, 2020
  615. Angerrengato April 4, 2020
  616. Nireempipse April 4, 2020
  617. offeltymuplept April 4, 2020
  618. offeltymuplept April 4, 2020
  619. Atmolbolyloalf April 4, 2020
  620. Angerrengato April 4, 2020
  621. Dyncfofoppy April 4, 2020
  622. nachsottWounc April 4, 2020
  623. offeltymuplept April 4, 2020
  624. SpemporiecreN April 4, 2020
  625. Atmolbolyloalf April 4, 2020
  626. Unotbansittip April 4, 2020
  627. offeltymuplept April 4, 2020
  628. nachsottWounc April 4, 2020
  629. offeltymuplept April 4, 2020
  630. offeltymuplept April 4, 2020
  631. SpemporiecreN April 5, 2020
  632. Atmolbolyloalf April 5, 2020
  633. Unotbansittip April 5, 2020
  634. Dyncfofoppy April 5, 2020
  635. offeltymuplept April 5, 2020
  636. SpemporiecreN April 5, 2020
  637. offeltymuplept April 5, 2020
  638. Atmolbolyloalf April 5, 2020
  639. Unotbansittip April 5, 2020
  640. Nireempipse April 5, 2020
  641. Dyncfofoppy April 5, 2020
  642. offeltymuplept April 5, 2020
  643. SpemporiecreN April 5, 2020
  644. nachsottWounc April 5, 2020
  645. offeltymuplept April 5, 2020
  646. offeltymuplept April 5, 2020
  647. offeltymuplept April 5, 2020
  648. nachsottWounc April 5, 2020
  649. Atmolbolyloalf April 5, 2020
  650. Dyncfofoppy April 5, 2020
  651. offeltymuplept April 5, 2020
  652. BooBub April 5, 2020
  653. offeltymuplept April 5, 2020
  654. MarkBub April 5, 2020
  655. Atmolbolyloalf April 5, 2020
  656. Angerrengato April 5, 2020
  657. Unotbansittip April 5, 2020
  658. Dyncfofoppy April 5, 2020
  659. SpemporiecreN April 5, 2020
  660. Nireempipse April 5, 2020
  661. Unotbansittip April 5, 2020
  662. offeltymuplept April 5, 2020
  663. KiaBub April 5, 2020
  664. SpemporiecreN April 5, 2020
  665. nachsottWounc April 5, 2020
  666. EyeBub April 5, 2020
  667. offeltymuplept April 5, 2020
  668. Dyncfofoppy April 5, 2020
  669. offeltymuplept April 6, 2020
  670. offeltymuplept April 6, 2020
  671. Atmolbolyloalf April 6, 2020
  672. AshBub April 6, 2020
  673. MaryBub April 6, 2020
  674. offeltymuplept April 6, 2020
  675. Unotbansittip April 6, 2020
  676. Dyncfofoppy April 6, 2020
  677. SpemporiecreN April 6, 2020
  678. nachsottWounc April 6, 2020
  679. offeltymuplept April 6, 2020
  680. Angerrengato April 6, 2020
  681. Equicle April 6, 2020
  682. offeltymuplept April 6, 2020
  683. DenBub April 6, 2020
  684. Dyncfofoppy April 6, 2020
  685. reriets April 6, 2020
  686. Monbeemo April 6, 2020
  687. Angerrengato April 6, 2020
  688. WimBub April 6, 2020
  689. offeltymuplept April 6, 2020
  690. Unotbansittip April 6, 2020
  691. Dyncfofoppy April 6, 2020
  692. offeltymuplept April 6, 2020
  693. nachsottWounc April 6, 2020
  694. Atmolbolyloalf April 6, 2020
  695. nachsottWounc April 6, 2020
  696. Unotbansittip April 6, 2020
  697. offeltymuplept April 6, 2020
  698. offeltymuplept April 6, 2020
  699. CarlBub April 6, 2020
  700. UgoBub April 6, 2020
  701. SpemporiecreN April 6, 2020
  702. offeltymuplept April 6, 2020
  703. Dyncfofoppy April 6, 2020
  704. nachsottWounc April 6, 2020
  705. Unotbansittip April 7, 2020
  706. AlanBub April 7, 2020
  707. Dyncfofoppy April 7, 2020
  708. Atmolbolyloalf April 7, 2020
  709. SpemporiecreN April 7, 2020
  710. offeltymuplept April 7, 2020
  711. WimBub April 7, 2020
  712. LisaBub April 7, 2020
  713. nachsottWounc April 7, 2020
  714. offeltymuplept April 7, 2020
  715. Nireempipse April 7, 2020
  716. inficiah April 7, 2020
  717. SpemporiecreN April 7, 2020
  718. Unotbansittip April 7, 2020
  719. offeltymuplept April 7, 2020
  720. Dyncfofoppy April 7, 2020
  721. nachsottWounc April 7, 2020
  722. makique April 7, 2020
  723. Angerrengato April 7, 2020
  724. SpemporiecreN April 7, 2020
  725. offeltymuplept April 7, 2020
  726. UgoBub April 7, 2020
  727. Unotbansittip April 7, 2020
  728. offeltymuplept April 7, 2020
  729. JasonBub April 7, 2020
  730. nachsottWounc April 7, 2020
  731. offeltymuplept April 7, 2020
  732. Elderee April 7, 2020
  733. Angerrengato April 7, 2020
  734. Nireempipse April 7, 2020
  735. AlanBub April 7, 2020
  736. offeltymuplept April 7, 2020
  737. Dyncfofoppy April 7, 2020
  738. Unotbansittip April 7, 2020
  739. Atmolbolyloalf April 7, 2020
  740. nachsottWounc April 7, 2020
  741. offeltymuplept April 7, 2020
  742. Feapoks April 7, 2020
  743. Angerrengato April 7, 2020
  744. offeltymuplept April 7, 2020
  745. JasonBub April 7, 2020
  746. Dyncfofoppy April 7, 2020
  747. nachsottWounc April 7, 2020
  748. offeltymuplept April 7, 2020
  749. Angerrengato April 8, 2020
  750. SpemporiecreN April 8, 2020
  751. offeltymuplept April 8, 2020
  752. offeltymuplept April 8, 2020
  753. Dyncfofoppy April 8, 2020
  754. Unotbansittip April 8, 2020
  755. nachsottWounc April 8, 2020
  756. offeltymuplept April 8, 2020
  757. DenBub April 8, 2020
  758. grorabaw April 8, 2020
  759. LisaBub April 8, 2020
  760. offeltymuplept April 8, 2020
  761. Nireempipse April 8, 2020
  762. offeltymuplept April 8, 2020
  763. Dyncfofoppy April 8, 2020
  764. Atmolbolyloalf April 8, 2020
  765. MarkBub April 8, 2020
  766. Angerrengato April 8, 2020
  767. SpemporiecreN April 8, 2020
  768. offeltymuplept April 8, 2020
  769. offeltymuplept April 8, 2020
  770. nachsottWounc April 8, 2020
  771. offeltymuplept April 8, 2020
  772. PaulBub April 8, 2020
  773. SpemporiecreN April 8, 2020