Keyword match types in Google Ads
Keyword match types are essential to the success of Google Ads campaigns. They determine how closely users’ searches must match the keywords in your campaigns for your ad to be shown. This article takes a deeper look at how these match types have changed and what they currently involve.
Keyword match types in 2020
Before 2021, the keyword match types in Google Ads were fairly strict and specific:
- Broad match: This was the most flexible option, where ads could appear for a wide range of searches related to the keyword terms, even if those terms did not appear directly in the search.
- Phrase match: Ads appeared for searches that contained a specific phrase or a close variant of it, in the same order.
- Exact match: The strictest option, where ads were only shown if the search matched the keyword exactly or was very closely related.
Changes in 2021
In 2021 Google introduced significant changes:
- Semantic search: Google began to focus more on the meaning behind keywords instead of strict word combinations. For example, a search for ‘Hotels in New York’ could also return results for ‘Accommodation New York’.
- Merging of match types: The ‘Broad match modifier’ and ‘broad match’ were merged, expanding the functionality of broad match to offer more flexibility in how ads match searches.
Current state of keyword match types
With Google Ads’ current approach, the following match types are used:
- Broad match: This type is now even more flexible. It can show ads for searches related to your keyword, even if the specific words of the keyword do not appear in the search. It takes into account the user’s recent search activity and other relevant context signals. For example, for the keyword “low-carb diet”, ads can appear for search terms such as “carb-free food” or “low-calorie recipes”, and “Mediterranean diet books”.
- Phrase match: This type shows ads for searches that include the meaning of your keyword, even if the exact words are arranged differently or slightly altered. Suppose you have set the keyword “organic food market”. With phrase match, your ads can be shown for searches such as “local organic food market”, “organic market for fresh food” or “market for organic food”. It does not matter that extra words such as ‘local’ or ‘fresh’ have been added or that the words have been slightly rearranged, as long as the core meaning — a market related to organic food — stays intact.
- Exact match: Ads are shown for searches that have the same meaning as your keyword, even if the wording differs slightly. This ensures highly targeted ad display that closely matches the user’s search intent. For example, the exact match keyword “[red shoe]” can show ads for searches such as “shoes red” and “red sneakers”.
Conclusion
The evolution of keyword match types in Google Ads has shown that the approach to search advertising is becoming ever more sophisticated and intuitive. This understanding of semantics and context has opened the door for marketers to target their ads more effectively at the right audiences, even within the constantly changing landscape of search engine use. By closely following developments in technology and user behaviour, advertisers can fine-tune their campaigns and ensure a seamless connection with potential customers.
It is crucial for marketers to understand the implications of these changes and how they can optimise the performance of their ads. With today’s match type options, ads can reach a broader or a very specific group of users, depending on the strategy and objectives. Advertisers who use these tools smartly can use their ad budget more efficiently, improve the quality of traffic and ultimately achieve a stronger ROI.
Continuously testing and adjusting the match types used in your campaigns is therefore essential. Listen to the data, experiment with different settings and keep following industry trends. That way you always stay one step ahead in a competitive market. Want to know more or need help? Request a no-obligation advisory session with us.