Are Google Ads keyword match types any relevant after the popularity of AI? With the launch of Google AI-powered Ads, the advertiser does not have to rely on keyword match types to make their ad campaign effective. AI-powered ads can do it all for you.
However, the effectiveness of AI-powered Google Ads isn’t too predominant yet. In the meantime, you should still know about Google Ads keyword match types and how to use them to your advantage.
Types of Keyword Match Types
1. Broad match type
If you have decided to allow the keyword to behave like a broad match type, this means you are allowing it to match with all related search queries. This is also the default keyword match type.
Broad match type is a comprehensive keyword match type that aims to gather all the related traffic to your ad. Some of this traffic can be relevant, while some of it may not be.
Source: support.google.com
As broad match type keywords gather the most traffic, they are one of the most expensive Google Ad keyword match types.
Benefits of broad match types
Gather larger traffic
Broad match types allow your Google ad to appear before a wide audience. Since the keywords match not only with the search query term but also with close variants of the search term, synonyms, misspellings, and other ‘related’ keywords, your ad reaches the maximum number of search result pages.
Generates awareness
New businesses should use broad match types for a while to create awareness of their brand. Broad-match type Google ads reach a wider audience, which helps spread the word about your brand without necessarily generating conversations.
Discovery of new keywords
Go to your Google Ads dashboard to gather this information. Once your Google ad with a broad match type keyword is live, you can study its performance through Google ad analytics. This will help you know which search queries triggered your ad. It helps you gather new keywords to target. It further helps you find long-tail keyword variations that are less competitive and cost-effective.
Which business niche can benefit from broad-match keyword types?
Any new business can benefit from broad-match keyword types, as they help generate brand awareness and gather sufficient traffic to your website.
Some of the specific business niches that should follow broad match keywords in their early Google ad campaigns include:
E-commerce stores
E-commerce stores and marketplaces that host a variety of products can benefit from broad-match keywords. Such marketers can fearlessly opt for broad-match keywords to reach a wide audience. Since their target audience isn’t too specific, they can benefit from gathering and reaching a large number of people (irrelevant traffic) with the ad.
Startups
New startups and entrepreneurs looking to gain traction through online reach can also benefit from broad-match-type ads. Businesses like clothing businesses, home décor supplies businesses, project management software, architecture businesses, etc., that cater to a wider audience can use broad-match keyword ads to become visible.
NGOs and crowdfunding websites
Broad-match keyword ads will work wonders for NGOs and crowdfunding websites that raise funds from people worldwide. They can benefit when their ad reaches a wider audience, which isn’t possible with a phrase and exact match type. However, the use of match types may vary depending on the purpose of raising funds.
Online courses and learning programs
Broad-match keyword types will also be useful for certificate, online, and learning programs. Since such courses are vital for a large audience worldwide, using a broad match keyword would not restrict their reach.
Hospitality industry
Hotels, travel agents, and other tourism-related businesses can also benefit from broad match types. Through such an ad, they can target all potential travelers worldwide looking for accommodation, travel tips, travel itineraries, and more.
2. Phrase match type
A phrase match type is more restrictive than an exact match type. It does not match with anything and everything but with the more relevant search queries.
It is used for moderate matching and is thus more cost-effective than the broad match type. The ad will only appear when the related search query includes the phrase match keyword. Some of the variations in the keyword are allowed, like synonyms, misspellings, and stemming etc.
Source: support.google.com
Benefits of using phrase-match keyword types
High relevance
The phrase match keyword targets users of greater relevance when compared to broad match types. The ad will only appear to the audience most interested in your product or service. The search query should include the phrase match for the ad, making it appear only to users with true search intent.
Affordability
A broad match keyword eats up your budget quickly as it aims to bring maximum traffic. However, the phrase-match keyword type is more cost-effective as it only brings in relevant traffic. You attract users who are more likely to be genuinely interested in your product or service.
Long-term ad campaigns
Phrase matching is also beneficial for long-term ad campaigns. As it is cost-effective and brings in just the right traffic, your ad campaign budget stays optimized for the long term. Moreover, Google ad analytics can help you gather relevant data on which keywords bring in the most traffic, and they can be optimized as required.
Constant monitoring and optimizing the keywords is necessary for a long-term campaign.
Which business niche can benefit from the phrase match type?
Google ads targeting phrase match types are beneficial for existing businesses that are only looking to gather new traffic. Relevant traffic refers to the traffic that converts (results in sales or action of some form).
A phrase match type can be used in between the marketing funnel, i.e.when the brand has created awareness but is looking to convert the visitors to the site into customers.
Some business types that can benefit from phrase match types include:
Local Businesses
A local business in Sydney cannot benefit from the traffic from outside Australia or even from Melbourne. When the area they serve is limited, the business seeks precise targeting.
The phrase match type helps in controlling the reach of your ad in such a case. It gets visible only to your local audience using the right phrase-match keywords. Plumbers, carpenters, landscaping businesses, local furniture businesses, local salons, and local automotive service dealers can benefit from it.
Real estate agents
Any businesses related to real estate also benefit from phrase matching. Since real estate is also limited to a particular city or country, phrase-match type keywords can be used to target the audience of a particular area.
Your phrase-match keywords can be real estate agents in McAllen, custom home builders in McAllen, family-friendly communities in McAllen, etc.
Electronic gadgets
Retailers dealing in electronic gadgets like mobile phones, home appliances, and smart gadgets can also take advantage of phrase match types to target a particular product. It helps launch new products in the market as the phrase match type can target the specific model name and its key features.
In short, any sort of local business can benefit from phrase matching. Such businesses should consider using phrase-matching keywords in their Google ad descriptions.
3. Exact match type
The exact match type is the least restrictive type of keyword match type. It resorts to tight matching when it comes to displaying the Google ad.
The Google ad with the exact match type will only be triggered when the user uses the exact words in the search query as the exact match keyword.
Source: support.google.com
The traffic attracted through this keyword type is minimal but the most relevant. It is also the most cost-effective of the three keyword match types.
Benefits of using an exact match type keyword
Very precise targeting
Exact match keywords are useful for very precise targeting. When Google ads started, the exact match was the only match type available. The Google ad appeared only when the user typed the same keywords, like [men jeans].
Results would not be shown for ‘black men’s jeans’ or ‘men’s trousers.’ It did not even take into consideration the close variations like misspellings, stemming, synonyms, and accents back then.
However, Google has now expanded its reach a bit by adding close variants to the exact match type. Its controls over the keyword get diluted a bit with the update, but it still provides the most control among all other keyword match types.
High relevance
You can rest assured that using an exact match keyword will attract the most relevant traffic to your ad. This improves the click-through rate of the ad and also positively affects the Quality Score of the ad.
Cost-effective
You can use exact-match keyword types for long-term campaigns without breaking the bank. However, it’s important to keep monitoring the keyword you are targeting. It’s important to perform keyword research from time to time to ensure the keyword targeting is still relevant.
Which business niche can benefit from an exact match type?
Can you use the exact match type at any marketing funnel stage? No! An exact match type may not be useful in the early stages of creating brand awareness. It’s best utilized when you want your existing customer base to be informed about new product launches, expansions, offers, and more.
Here are some of the business types or occasions when exact match type will be the right choice:
Luxury and high-end brands
Well-established brands in their particular niche, like LV and Michael Kors in designer bags; Apple, Dell, and Samsung in electronic gadgets; Volkswagen, BMW, etc. in the automobile industry, can make use of exact match keywords when releasing a new product in the market. This way, they can easily target the audience specifically searching for predictions.
Seasonal products
Some products gain traction only during a specific season. For instance, umbrellas and raincoats have high demand in the rainy season. Air conditioners are in high demand in the summer. Heaters and warmers are in high demand in the winter. Such businesses can benefit from exact match types as they know exactly what customers are searching for in a specific period.
Promotional events
Businesses conducting workshops, meets, promotional events, and conferences can also benefit from exact match types. For instance, Meta’s Creators Day is a huge event. Those interested can find out more details by using the exact keyword. Thus, the exact match keyword type fits best in such situations.
E-commerce stores with unique products
Some unique products available online also use exact match types to get noticed. For instance, a customer looking for a specialized window cleaner would have to use the exact keyword ‘magnetic window glass cleaner’ to get the product they are looking for.
Using window cleaners will only show glass cleaning products or wipers. Thus, an exact keyword match is useful for targeting unique products in an e-commerce marketplace.
AI-powered Google search ads
Google Ads also launched its AI-powered Google search ads. This just reduces the effort of running a successful Google ad campaign by half.
With the help of AI, Google can automatically show your ad to the right users. This means you may not have to worry about using the right keyword match type.
As per Google internal data, “advertisers that adopt responsive search ads in campaigns (and also use broad match and Smart Bidding) have an average of 20% more conversions at a similar cost per action than advertisers who don’t use broad match and Smart Bidding”.
With effective use of broad match types, Smart bidding, and responsive search ads, this means Google AI can help you scale higher with fewer efforts.
Source: support.google.com
What is a responsive search ad?
A responsive search ad is one that:
Adapts to the user’s device, giving flexibility to advertisers to provide more details.
Provides suggestions for headlines and ad descriptions to save time coming up with a suitable ad title.
Titles and descriptions are also tailored to the advertiser’s locations.
improves group performance
Summary
In short, Google Ads match types are relevant and shouldn’t be overlooked. Though aspects of organic search may be changing with the emergence of AI, ads can still be helpful in providing a head start.
Pair your keyword match type with smart bidding and Google Ads AI to make the most of your Google Ads campaign. Nonetheless, constant monitoring and optimization of keywords are necessary, as AI can only perform well when the advertiser provides the right targeting information.
Moreover, advertisers with strict budgets should use the right blend of AI advertising and keyword match types to ensure what works best.
Image source: freepik
