Keywords are an integral part of Google Ads – also known more broadly as Pay-Per-Click Marketing (PPC) or Search Engine Marketing (SEM). SEM starts with keyword research, every ad campaign starts with keyword research, and so does just any content marketing strategy.
The use of the right type of keyword match is important from the SEM point of view. What’s the main purpose of SEM? It is to allow your ad campaign or your web pages to appear on top of the search engines when a given search is initiated.
Similarly, keyword match types help marketers get one step closer to triggering their ad campaign when their ad matches the search intent of the searcher. Using and accommodating the right keyword match types at the right places is crucial to achieving SEM.
Here is how different keyword match type works in SEM:
How does broad keywords match type work in SEM?
- Helps marketers maximize the reach of their ad
- Show ads to searchers that may be prospective buyers
- Helpful in increasing brand visibility, even if it doesn’t result in sales
- This may lead to unexpected sales from a random target group
- Most expensive of all keyword match type
- Restricts your marketing budget
- Brings in irrelevant traffic
How does phrase keyword match type work in SEM?
The phrase keyword match type is the most balanced keyword match type. It shows the ad to just the right type of audience. Unlike the broad match type, it does not unnecessarily appear when not necessary. Moreover, also does not restrict the ad visibility to selected users.
Phrase keyword match type works in Search Engine Marketing (SEM) by adding a “ ” sign around the keywords. Using quotes around the keyword will make them behave them a phrase keyword match type. Consider a phrase keyword match like a long tail keyword with a slight advantage that few keywords can be added in front or back of the focus keyword.
For instance, if the search query is ‘mobile apps,’ when using phrase keyword match for SEM, your ad campaign may also respond to search queries like ‘best mobile apps,’ ‘popular mobile apps of 2026’, ‘mobile apps for PC and gaming’ and so on.
The keyword should be in the right order for the phrase match to work. Extra words can be added in front or back but not in between the focus keyword.
Pros:
- Greater flexibility than exact match
- Targets only relevant traffic, most likely to convert
- Budget-friendly and does not evaporate your marketing budget in a whiff
- Leaves room for little irrelevance
Cons:
- Restricted reach and traffic
- May not be suitable for all business niche
How does the exact keyword match type work in SEM?
To make an exact keyword match type in SEM – such as Google Ads search campaigns – the marketer should use the symbols [ ]. Exact keyword match types can be used in ad campaigns and even within website content. These are the most difficult keywords to target due to their restrictive approach.
For using the exact keyword match type, the focus keyword should be part of the ad campaign as it is. This makes the reach of such ads restrictive but most relevant.
For instance, when targeting ‘mobile apps,’ the ad with the exact match keyword will only respond to a search using the same focus keyword with the exact order of words.
It will not respond to a change in word order like ‘apps for mobile.’
It won’t respond to other changes in words like ‘android apps, and ‘popular apps’ as well.
It may, however, respond to misspellings (like mobile app), singular plural forms (like mobile app/apps), abbreviations (like apps for applications), stemming, additional prepositions, and conjunctions.
Pros:
- Most affordable keyword match type for SEM
- Hits the right target with the highest chance of conversion (sales)
- Least restrictive, most relevant for various market niches
- Best use for the bottom of the marketing funnel
Cons:
- Doesn’t work with long-tail keywords
- May miss out on the extra reach
- Eliminates all the irrelevant traffic
Benefits of keyword match type for SEM
It is easier to achieve good results in Search Engine Marketing (SEM) when making the right utilization of keyword match types. Here is how keyword match type is beneficial in SEM:
- Increase brand visibility
Keyword match types are usually utilized for ad campaigns. They may also be used in the website content. When used in ad campaigns, they can help marketers control the visibility of your ad and make them reach the right target audience within the budget they deem fit.
Keyword match type gives the authority to the marketers to place their ad according to the target group’s search intent.
Nonetheless, Search Engine Marketing (SEM) aims to increase your brand’s online presence. This makes the keyword match type useful in SEM.
- Leads of high conversion
Be it broad match or exact match, keyword match type aims to trigger some form of desired action – be it sales, subscription, feedback, or gaining a new customer.
This aim of keyword match type aligns with what SEM is for. Combining the two can be a perfect way to lead your business to higher conversions. When keyword match types are used in the right situation and the right type of campaigns, it has the potential to bring a drastic change in sale conversions.
- Part of the marketing funnel
SEM is important at each stage of business, right from the inception to the sales. Keyword match types are useful at each stage of this funnel.
Broad match keyword is useful for the top of the funnel, wherein a business has just launched a new product and looking forward to generating leads. Not necessarily leading into sales, a broad match is suitable at this stage. Consider this stage as just putting a fishing rod into the water.
The phrase match keyword is useful for the middle of the funnel, wherein a business has created interest in its target audience and needs ways to propel customers to take action. Consider this stage as trapping a fish with the help of fishing bait.
Finally, an exact keyword match is useful at the end of the funnel, wherein a business just waits for a prospective customer to make a purchase. Consider this stage as the final stage of fishing when you carefully need to pull the fish up while continuously reeling.
Summing Up…
It is rather easier to use keyword match types in Search Engine Marketing (SEM). All you need to do is make use of keyword research, and keyword match type tools and know the right keyword match type symbols.
Just know when to use the right keyword match type, and they can reap great benefits for the business. Having basic SEM knowledge is crucial to make the best use of them.
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