Google has recently changed how they define Exact Match Keyword to now include “close variant”. But do you know the difference between Exact Match Keyword and the other keyword match types after the update? Should you change your keyword matching options? In the following, we will explain you the three main keyword match types – Broad Match, Phrase Match and Exact Match and how they work.
Here come the characteristics of the 3 Keyword Match Types:
| Broad Match | Phrase Match | Exact Match | |
|---|---|---|---|
| Reach of Audience | Widest | More precise | The most precise |
| To Trigger the Ad | Relevant variation of jeywords, including synonyms & misspellings | Exact keyword (with additional words before or after) | Same meaning |
| Features | Generate possible keyword variation that you have never though of & attract more vistors | Increase click-through rate (CTR) | More focus & niche ad display |
To make it crystal clear, we have prepared the following example for illustrating how they work.
- Example Keyword: Women’s hatsx
- Search Queries that would Trigger Ad:
| Broad Match | Phrase Match | Exact Match |
|---|---|---|
| Buy ladies hats Trendy women clothing Ladies hat sales | Blue women's hats Buy women's hats Women's hats trend | Women's hats Hats women Female hats |
Riding on the information above, each keyword match type has its own edge, in which exact match provides a more focus & niche ad display while broad match can suggest the useful keywords that you have never thought of with the tremendous data available online. So, it is fundamental to utilize several keyword match types strategically for the best campaign result! Don’t want to go through the hassle of determining which match types to use for your keywords by yourself? Contact us to know how we can optimize your keyword match type so as to help you getting the most of your Google search campaigns.