Keyword Match Types in Google Ads

All Keyword Match Types in Google Ads


Utilizing various keyword match types permits you to be specific with keywords and allows you to control who sees your ads. The list of different keyword match types in AdWords include,

1. Broad Match (Only Keyword, No Accentuation)

Broad match permits Google to show your advertisements for a crazy set of phrases having varieties, plurals, or synonyms. Using this might give you a great reach but let us remind you that it can also result in irrelevant traffic.

2. Modified Broad Match (+Keyword)

This update was released back in 2017. It works by appending a ‘+’ to the specific keyword to your phrase that you want to lock in place. And the plus (+) sign makes your keyword a modifier. To be appropriate, by using this match type, ads will only be shown if the search query contains this keyword.

3. Phrase Match (“Keyword”)

It is ou favorite match type as it offers a perfect balance of control and reaches to you as an advertiser. This match type will show ads only when the query contains the exact keyword phrase, in its exact order. But might show as well if there are some additional words at the beginning and the end of the query.

For instance, adding “coworking space” will also display your ads for keywords like ‘coworking space near me’, or ‘best coworking space in my area’.

4. Exact Match ( [Keyword] )

Your ads are only triggered if the exact keyword you targeted was searched. Using exact matches in your campaign restricts the visibility of your ads and that’s why it must be used wisely.

For example, ads running on [yoga centers in Delhi] would not show up if the user searches ‘south delhi yoga centers’ or ‘top yoga centers to join this summer’.

5. Negative Match ( -Keyword )

By applying negative match keywords, you are confirming that you DO NOT want to show your ads on these keywords. And you must account for the fact that choosing what NOT to target is as important as what to target.

Further, the same principles of broad match, phrase match, and exact match apply to the negative match. For example,

  • “android apps” (broad match) will prevent ads from showing up when ‘best iOS apps 2020’ is searched.
  • Using “android apps” (phrase match) will NOT show ads on ‘android apps 2020’ but will show up on ‘apps android’.
  • Similarly, if you add [android apps] then your ads will show up on variants except when a user searches for ‘android apps’.

Ideally, we suggest utilizing a mix of different keyword match types to achieve the best results for your PPC (Pay Per Click) campaign.



Now that you’ve mastered your understanding of Adwords keyword match types, its time to take practice. So, head onto your Google Ads dashboard and start building your next campaign.

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