What are Keywords Match Types & Types of Keywords in PPC
What Are the Keyword Match Types?
Types of Keywords in PPC, When creating a text ad in your PPC campaign, you can select broad match, modified broad match, phrase match, or exact match for your keyword match type. Each match type in your Google Ads account has its advantages and disadvantages.
Types of Keywords in PPC
1. Broad Match
Broad match is the default match type and the one that reaches the widest audience. When using broad match, your ad is eligible to appear whenever a user’s search query includes any word in your key phrase, in any order, For example, if you use broad match on “luxury car,” your ad might be displayed if a user types “luxury cars,” “fast cars,” or “luxury apartments.” Google may also match your ad to queries using synonyms – for example, your ad might display when someone searches for “expensive vehicles,” which doesn’t include any of the terms in your keyword.
2. +Broad +Match +Modifiers
As suggested by the name, a broad match modifier can be viewed as a middle ground between broad match and the other more restrictive match types.
This match type is relatively new to Google Ads and gives you more control than broad match targeting but more freedom than phrase match bidding.
Broad match modifiers allow you to specify certain search terms that must be included in order for your ad to be displayed.
3 “Phrase Match”
Phrase match helps eliminate the risky, and potentially unnecessary traffic than broad match and broad match modifiers produce.
When you use the phrase match type, your ad will appear in search results when a person searches your keyword phrase in the correct order. It can still display for searches that include additional words also.
An important distinction between phrase match and broad match (or modified broad match) is that phrase match will not include search terms that contain words in the middle of your phrase.
4. [Exact Match]
Exact match is the most restrictive out of the four PPC keyword. It puts strict limits on when your ad will be displayed. This match type will give you the highest relevance, but the lowest reach.
Exact match should be used if you want your ad to be served for a specific keyword.
When you choose exact match, your ad will only show to customers who are searching for your exact keyword, or a close variant.