Keyword Match Types, keyword match types are probably the most important element when it comes to keyword
research.
So keyword match types tell Google how much freedom they have when pairing your keywords with search
terms.
Now there's a big difference between a keyword and a search term.
A keyword is the keyword you enter in your Google ads account.
So that is a keyword you want to bid on as part of the Google Ads auction, and the search term is what
the user would search for in Google.
To see your ad and obviously click it and then land on your landing page.
So it's really important, you know, the difference between a keyword and a search term.
So keyword match types apply to the keywords that you add in your Google ads account.
Now there are three different types of keyword match types you can use.
We have number one broad match number two phrase match and number three exact match.
The only difference between each match type when you enter into your Google ads account is going to
be the symbol you use at the start or the end of the keyword.
For example, let's go through all of these and I'll show you exactly what I mean, and I'll give you
some examples of each match type as well.
So let's say you want to use a broad match keyword match type.
The symbol you'd have for that keyword is literally none, as there is no symbol for broad match modified
keywords.
Broad match modified keywords.
Is actually the default match type which you use if you just enter in a keyword into your ad account.
For example, let's use the same keyword we had earlier of ceiling fans.
Well, let's imagine you type in ceiling fans into your keyword section of your ad account.
Well, by default, that means you are using a broad match keyword match type.
So as a result, your ad may show and searches that include misspellings, synonyms and related searches
and other relevant variations to give that some context.
If someone wants to go into Google and type in what are ceiling fans because that example search is broadly
related to your example keyword, then your ad is going to show to that user.
Here's another example.
If someone went onto Google and typed in do ceiling fans work and then carried out a search for that,
your ad is also going to be eligible to show.
Now you might be wondering, well, if someone googles what are ceiling fans?
Well, clearly the intent behind that keyword isn't that high whatsoever, as this person doesn't even
know what a ceiling fan is.
So the chances of them actually buying one of your products is going to be very, very low.
So if that is the case for you, then you may not want to use broad match modified keywords.
As the name suggests, board match modified keywords.
Is going to match your ad against broad related searches, which you don't really want.
However, there are some really good use cases, and when you do want to be using broad match, and
that is essentially where you have a big budget to spend on Google ads and you want to get some keyword
ideas that you can use to target in your campaign going forward.
As Google matches your ad to broad searches, you can actually go into your example searches within
your Google ads account and see exactly what people are searching for.
That triggers your ad, and you may notice that within that list of example searches, you can find
a really good keyword that you could then bid on and generate more sales or inquiries going forward.
However, if you don't have a big budget, then it's probably not the best keyword match type to use.
So let's take a look at the second keyword match type, which is phrase match the symbol to use.
If you wanted to use a phrase match keyword is going to be speech marks at the start and at the end
of your keyword.
So using the same keyword example of ceiling fans, you can see all we've done is we entered a speech
mark at the start and at the end of a keyword.
And as a result, ads are going to show when anyone carries out a search for a phrase such as the one
we've just used in our example keyword or a close variation of that phrase.
So again, let's put that into context.
If someone wants to go over to Google and carry out a search for best ceiling fans or ads is going to
be eligible to show, as that search contains a phrase which is related to keyword, which is ceiling
fans.
And as you can see, the example search contains ceiling fans.
In this instance, the user has just put the word best in front.
If a user also carries out a search for fans for the ceiling, ads will also show as fans for the ceiling
is a variation of the same keyword phrase.
Ceiling fans.
However, if that same user was to carry out the same search above, what are ceiling fans or add would
not be shown to the user.
As remember, all ads are only shown a phrase match when the users are using a phrase or a close variation
of the phrase, which of course, is related to keyword.
As you probably guessed, phrase match is a lot stricter than broad match, as you have way more control
over who sees your ad.
However, there is a match type which is even stricter than phrase match, and that is a last one,
which is exact match the symbol you need to use.
If you want to use exact match match types is going
to be this little bracket right here, you need to add this at the start and at the end of your keyword.
So using the same example again of ceiling fans, if we want you to use exact match match type, we
would need to put a open in bracket at the start of the keyword and a closing bracket at the start of
the keyword as well.
So this is exactly how it would look.
Ceiling fans and want to use this match type?
Your ads will be shown on any exact term or a close variation of the exact term, meaning if someone
goes over to Google and carries out a search for ceiling fans, which is an exact match of your keyword,
then your ad is going to be triggered.
However, if someone types in best ceiling fans, then your ad will not show as best.
Ceiling fans is not an exact term or a close variation of that exact term ever.
So in a nutshell, exact match is basically the one that gives you the most control over who sees your
ad.
And the higher you go, the less control you get over what triggers your ad..
So the best way to view these match types and which one you should use all comes down to what budget
you have to spend.
If you have a big budget to spend on Google ads, then I recommend you go for phrase match and broad
match, as that is going to give you tons of different keyword ideas you can use that you may not have
originally thought of.
If you're running on a really, really tight budget, then I recommend you go for it just exact match
and phrase match.
As that way, you have way more control over who sees your ads.
And of course, you can focus on targeting the people who show the most high buyer intent in relation
to whatever product or service you are offering to help give this some more context.
I will also do is I will include a link in the resources to this Google support article right here,
which is all about keyword match types.
And basically what it does is it gives you different options in different scenarios, and it basically
lets you know exactly when your ad could show based on what other match type you go for.
This may be really useful for some of you as, of course, the examples I've given so far all related
to ceiling fans.
However, just bear in mind, this is just an example.
The same strategy and the same logic applies to whatever keyword you use.
So this Google support article basically just gives you different examples using different industries
for each match type as well.
So like I said, I will include a link to this in the resources.
So those are your three match types of choice.
Understand in which one to use is going to help you massively when it comes to saving money and time,
and is greatly going to increase the chances of you being able to run a profitable Google ad campaigns.
I'll see you in the next video.