What's the default match type for all keywords?
Broad match is the default match type that all your keywords are assigned because it is the most comprehensive. That means you don't have to specify another match type (like exact match, phrase match, or a negative match type).
Explanation: Broad match is the default match type assigned to all created keywords in Google Ads. Its comprehensiveness allows your ads to show on a wider range of user searches without needing to specify any other match type such as exact match, phrase match, or a negative match type.
A keyword match type that allows you to show your ads on searches that have the same meaning or same intent as your keyword. Exact match gives you the most control over who sees your ad, but reaches fewer searches than both phrase and broad match.
Broad match is the default match type that all your keywords are assigned. This helps your ads reach a wider audience without requiring you to build an extensive keyword list.
There are four different keyword match types for Google Ads: broad match, phrase match, exact match, and negative match.
An exact match keyword indicates that your target keyword exactly matches a search query, anchor text in a link, or domain name. A partial match means that your keyword is included amongst other words in those elements.
Of course, there are different types of keyword matches that you'll want to pay attention to. More specifically, there are five that include: exact match, phrase match, broad match, broad match modifier, and negative match.
You want to maximize the relevancy of your PPC ads but you don't want to have to eliminate 99.999% of all internet users in your search audience to do so. Exact match keywords should be used to maximize the relevancy of easy wins to make sure that you aren't wasting clicks and money on irrelevant search queries.
Broad match keywords should be used sparingly and strategically to reach a broad audience and test new ideas, while exact match keywords should be used for core and high-value keywords that drive conversions and sales.
Keyword match types determine the degree of match between the user's search query and your keyword, which in turn affects when and how your ads are displayed. They are critical because they directly influence your ad's visibility, the relevance of traffic, and ultimately, the efficiency of your advertising budget.
What is a match type?
Match types are Google AdWords keyword options which are used to deliver an ad on the Google Search Network and Display Network. Depending on the selected keyword option, ads are delivered to a broad target group or a special user group. The keywords can be generic, so that as many users as possible can be addressed.
match_type Optional. The number -1, 0, or 1. The match_type argument specifies how Excel matches lookup_value with values in lookup_array. The default value for this argument is 1.
What Are Keyword Match Types? In Google Ads, there are four match types: broad match, phrase match, exact match, and negative match. Each match type determines how closely a user's search query must align with your specified keywords for your ads to appear. Broad match allows for a wide range of variations.
When conducting keyword research it is important to consider two different types of keywords, one being high volume keywords and the other being long tail keywords. Knowing what each keyword type is can help you target the right keywords with your SEO strategy.
A Keyword Selection Example
Here's a sampling of data on potential search terms from their keyword research. From this list, which terms do you think match all four criteria: search volume, relevance, conversion value, and competition?
4 Pros and cons of exact match
Additionally, it can increase ROAS and lower CPA, as you can drive more qualified clicks that are more likely to convert. On the other hand, it can limit traffic and conversions, as you may miss out on users who are looking for your keyword with different modifiers or intents.
Bids for exact match keywords are always higher than phrase match keywords. Google shows ads on the basis of Ad rank and this is a combination of Quality Score and Bid Amount.
Exact is cheaper, as Quality Score actually populates it more often than phrase.
If you are still using Broad Match keywords in your PPC account, STOP! Have you compared the performance of Broad Match keywords to the other match types in your account lately? This antiquated match type comes with high CPCs and irrelevant traffic – chances are you are overpaying for clicks you don't want.
Broad match modifier as a separate matching behaviour is no longer available. This change means that existing BMM keywords will behave exactly as if they were phrase keywords and you are no longer able to create new BMM keywords.
What are the cons of broad match keywords?
The benefit of broad match keywords is that they can help you reach a wide audience and discover new opportunities. The drawback is that they can also trigger irrelevant or low-quality clicks that waste your budget and lower your conversions.
Mix head terms and long-tail keywords when choosing keywords. Head terms are short, competitive, high-volume keywords like “sound design.” They're hard to rank for, but it doesn't hurt to target them anyway as long as you also include long-tail keywords. Long-tails are what will really bring your site traffic.
The FITS format specifies a number of ``standard'' keywords with well defined meaning. They can be classified in two groups namely: a) data structure definition, and b) general description. The first group is translated into special MIDAS descriptors for the data structure in question.
It is preferable to choose keywords that compliment the main topic of your research, including related words and/or methodology-specific terms. Always remember to test your selected keywords. Do you think your article is difficult to find? Does the search pull up very similar articles to your own?
Your keyword strategy should involve selecting high-performing keywords that drive relevant traffic to your business. Choosing the right keywords for advertising can make all the difference in your campaigns, determining how well your advertisements rank on Google and other search engine platforms.