Keyword match types
Keyword match types are settings in Google Ads that determine how closely a search has to match your keyword for your ad to be shown. There are three match types: broad, phrase and exact.
- 3 min read
What are keyword match types?
When you add a keyword in Google Ads A keyword , you aren't advertising only on those exact words. With the match type, you tell Google how much room there is. Does the search have to be exactly the same, or can Google also include related searches?
There are three match types. With broad match your ad can appear for anything Google considers related to your keyword, even if the words themselves aren't in it. With phrase match, indicated with quotation marks, the meaning of your keyword must be in the search, possibly with words before or after. With exact match, indicated with square brackets, the search must have the same meaning as your keyword. Exact also allows small variations, such as plurals, typos and words with the same intent.
Why match types matter for your business
Match types determine which searches you pay for. Too wide, and your budget goes to people looking for something else. Too tight, and you miss searchers who are exactly your customer but word it slightly differently.
For a trade business with a limited budget, that weighs heavily. Every click from someone looking for a DIY guide, a job or a wholesaler comes out of the money you could spend on real customers. With the right match types, you keep your ads close to the search intent of people who want to have something done.
How match types work
Google uses the meaning of your keyword, not just the letters. That has gone further and further in recent years. Broad match in particular leans heavily on what Google knows about your account, your landing page and the other keywords in your ad group. Broad match therefore works best in combination with a smart bidding strategy and good conversion measurement.
An example. Say an installer advertises on the keyword laadpaal installeren.
- With exact match [laadpaal installeren], the ad appears for “laadpaal installeren” and “laadpaal laten installeren”, but not for “laadpaal installeren kosten zakelijk”.
- With phrase match “laadpaal installeren”, the ad also appears for “laadpaal installeren Amersfoort” and “wat kost laadpaal installeren”, but also for “laadpaal zelf installeren”.
- With broad laadpaal installeren, the ad can also appear for “thuislader elektrische auto aansluiten” or even for “beste laadpaal kopen”.
You see the pattern. The wider the match type, the more searches you reach, but also the greater the chance of clicks from people who won't become customers. A tight match type gives control, but delivers less volume. Especially in a small service area, where only a limited number of people search for your service each month, you need to make that trade-off consciously.
Those last two can be relevant, but “laadpaal zelf installeren” and “beste laadpaal kopen” usually aren't. The installer therefore excludes zelf and kopen as negative keywords.
Common mistakes with match types
Setting everything to broad without measurement. Broad match needs data to learn what a good click is. Without reliable conversion measurement, the system goes by clicks, and those also come from people who never become customers.
Only using exact. If you close everything off tightly, you miss the many ways people search. Especially with a small service area, there is then little Search volume left.
Not reading the search terms report. In Google Ads, you can see exactly which searches led to a click. If you never open that report, you don't know where the budget is going.
Not taking the landing page into account. With broad match, Google also looks at the content of your website. If everything is mixed up there, the system searches broadly too. A clear page per service helps get your ads in front of the right searches.
The same keywords twice. The same keyword on several match types in different groups makes your ads compete with each other. Google then decides which ad and page is shown, instead of you.
How to approach match types
Start with phrase and exact on the keywords with the clearest buying intent. Think of your service combined with words like “laten”, “kosten”, “offerte” or your region. That way you keep a grip on where your budget goes at the start.
Then read the search terms report every week. Add searches that bring in enquiries as a keyword. Exclude searches that have nothing to do with your work.
Only consider broad match once your conversion measurement is in place and you have enough enquiries per month. Then combine it with a bidding strategy on conversions and a well-filled list of exclusions. That way you let Google look for new searches, while you guard the boundaries.
Finally, keep to a fixed structure: one topic per ad group, with ads and a landing page that fit that topic. Need help deciding which keywords to choose? That starts with keyword research.
Frequently asked questions
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Which match type is best?
There's no best match type for everyone. Phrase and exact give more control and are a good start for a trade business with a limited budget. Broad match can work well once your conversion measurement is in order and you have enough enquiries for the system to learn.
What is the difference between phrase and exact?
With exact, the search must have the same meaning as your keyword. With phrase, the search may contain extra words, as long as the meaning of your keyword is in it. Phrase therefore reaches more searches, but also more irrelevant ones.
Does broad match with plus signs still exist?
No, Google has retired the modified broad match with plus signs. Its behaviour has largely been absorbed into phrase. There are now three match types left: broad, phrase and exact.
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