The keyword match types used by Google Ads are a classification that serves as a reference for the search algorithm to control which words “trigger the display of your ads.”
The broader the match option, the greater the traffic potential for that keyword. On the other hand, the narrower the match option, the more targeted it will be at a very specific segment of searches.
As noted in Google's help section : "You can use broad match to show your ad to a wide audience, or use exact match to focus on specific groups of customers."
Google Ads has several different vp hr email database keyword match types. Each of these determines how the platform decides which ads will be shown for a specific search.
There is a mistake in using keyword match types in ads lightly and as a result, they waste budget.
To avoid this problem, we will tell you how to use them properly and correctly.
However, remember that each company has to develop its own strategies regarding this issue, so that each corporation is able to articulate high-quality advertisements that outperform those of the competition.
Google defines it as follows:
«Broad match is the default match type assigned to all of your keywords. Your ads can appear on searches that include misspellings, synonyms, related searches, and other relevant variations.
So, if your keyword is “women's hats,” a user searching for “buy women's hats” as well as “women's scarves” might see your ad.”
From this definition, we rescue a very important detail: the default search .
That is, broad match is assigned to all your keywords by default. Also, almost any search that refers to your keyword (or part of it) will be indexed in the results, hence the name broad match, as explained in the example cited.
In that case, it is not very useful for a hat seller if someone looking for scarves notices his ad, since it does not match his purchasing intention.
Google notes : “When you use broad match, your ads are automatically served for relevant variations of your keywords, even if those terms aren’t in your keyword lists,” which has some advantages, such as:
More visits to your website: Increase web traffic due to the scope and breadth of this category.
Less time spent creating keyword lists: Google's system is very useful for saving the work of creating a list that covers all possible user searches. "About 20% of the searches Google receives each day have not been seen in the last ninety days," so it points out that it would be nearly impossible to create lists of exact match keywords only.
Invest in keywords that perform well: When a keyword variation of an ad doesn’t get clicks, Google stops showing it, “this prevents you from accruing fees for clicks on keyword variations that don’t work and helps you focus on the keywords that do work.”
Keep in mind that the Google Ads system “automatically serves your ads for relevant variations of your keywords, including synonyms, singular and plural forms, potential misspellings, derivations (such as France and French), related searches, and other relevant variations,” and “this match type may also consider the customer’s recent search activity.”
We can say, then, that broad match keywords provide the greatest reach, but the least relevance, meaning that your ads will be triggered if the search term contains your keywords in any order and with other terms as it was added.
When to use broad match?
This category is useful in the following cases:
Increase the visibility of your offer, as it attracts more related searches.
If your offer is new and you want to attract the majority of customers to your landing page.
This is useful if you are just starting out with Google Ads, as this is the default category and you will discover along the way what other related keywords are triggered by the search.
Let’s consider the search term “marketing agencies” as an example. Thanks to this match, your ad can appear for searches such as “ marketing agencies ,” “marketing companies,” “marketing agency directory,” and so on.
The number of options is quite large, which is why this type of broad match is so important for advertisers and users.
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