When you create campaigns in Google Ads, selecting the keyword match types accurately is one of the most strategic decisions you will make. Without a doubt, keywords are the core component of Google Ads Campaigns, especially in terms of broad match vs phrase match.
How exactly search terms match the keywords in the advertisement heavily determines how well the ad performs. Broad match and phrase match types are two of the most frequently argued types of keyword matching. Yet, how do you discern the most preferable for your objectives?
Sometimes, there will be less traffic for the Google Ads. In such cases, you can manage both broad match
In this post, you will learn the details of both match types, their advantages and disadvantages, and how to choose the right match type for your advertising goals. In the end, you will be more equipped with the knowledge of these match types to assist you in improving your campaigns.
What are keyword match types in Google Ads?
Advertising campaigns are structured so that specific strategies determine which ads are triggered by the user search queries. The broad match, phrase match, exact match, and negative match are what Google ads provide as the core match types. Each of them serves the purpose of controlling the activation of the ads by specific search terms differently.
Most advertising practitioners love to argue about broad match and phrase match because reach and relevance come into play. To appreciate the existence of such differences, we first need to explore what each of them entails.
What is a Broad Match?
The Default Keyword Matching option on Google Ads is known as Broad Match. If a user chooses the broad match option, the user's advertisements may be displayed even when the search does not have those exact words or the same order of words related to the keyword.
For instance, the keyword used is ‘running shoes’ search results may include associated queries like:
This is advantageous since it allows Google to display ads based on different related terms while looking deeper. It uses artificial intelligence to establish the meaning of the user’s use of a particular word or term.
Benefits of broad match
Broad match is ultimately beneficial for your Google Ads campaign. It can boost the overall effectiveness of your Google Ads campaign and ensure you achieve success faster. Let’s take a look at them.
1. Wider reach
Broad match captures a larger audience, making it ideal for brand awareness campaigns or when you want to cast a wide net. By using broad match, your ads are not restricted to specific terms, enabling them to appear for a diverse range of search queries, including synonyms, related terms, and even misspellings.
This flexibility ensures that your brand has a significant chance to appear in front of users who may be searching in different ways but still align with your products or services. This approach can also help in reaching untapped markets, increasing your visibility, and driving traffic from unexpected yet relevant sources. It’s an excellent strategy for businesses aiming to grow their online presence rapidly or test their market appeal across broader audience segments.
2. Keyword discovery
Since your ads show up for related queries, you can uncover valuable keyword opportunities you may not have considered. Broad match serves as a dynamic research tool, revealing search patterns, trends, and behaviors that may otherwise go unnoticed.
These insights allow you to identify not only new keywords but also phrases that resonate with your target audience. This can lead to enhanced keyword lists for future campaigns, improved ad relevance, and better alignment with customer intent.
Additionally, these newly discovered keywords might perform well in more targeted match types, such as phrase or exact match, once you've analyzed their effectiveness. Broad match, therefore, becomes a dual-purpose tool for both advertising and strategic planning.
3. Simpler setup
Unlike other match types, broad matches don’t require extensive keyword research or exhaustive negative keyword lists to get started. This simplicity makes it especially appealing for advertisers who are new to pay-per-click (PPC) campaigns or are running on tight deadlines.
By using broad match, you can launch campaigns faster without the need for intricate setups or comprehensive analyses upfront. It also reduces the time spent managing campaigns, as Google Ads’ algorithm takes on much of the heavy lifting by matching your ads to relevant search queries.
While advanced users can refine results with negative keywords over time, the initial simplicity of broad match allows for quick entry into online advertising, making it a low-barrier option for businesses of all sizes.
4. Enhanced simpler opportunities
Broad match campaigns provide rich data that can inform future advertising strategies. By analyzing the performance metrics of your broad match keywords, you gain valuable insights into which search terms drive the most clicks, conversions, or engagement.
This data can help you refine your targeting, improve ad copy, and better understand your audience’s preferences and search behavior. It’s a cost-effective way to gather actionable insights while running a live campaign.
5. Cost-effective testing
Broad match is also a great tool for testing different approaches without committing to highly specific keyword strategies.
This versatility allows you to identify what resonates most with your audience, giving you a clear direction for optimizing future campaigns. Even if some clicks don’t convert, the insights gained from those interactions can make your overall marketing strategy more robust.
6. Higher adaptability
Whether you’re focusing on brand awareness, lead generation, or e-commerce sales, broad match can adapt to your goals. For brand awareness, it helps you reach the widest possible audience.
For lead generation, it allows you to discover keywords that attract potential customers, even if their search intent isn’t perfectly aligned yet. In e-commerce, broad match can help you connect with shoppers who are browsing related products or searching for solutions that your offerings can address.
What is a phrase match?
Use of phrase matches, in this sense, can be considered more restrictive. Your advertisements would appear only when exact or almost-word-ordered versions of such a keyword are used in the search phrase.
Thus, for the given keyword ‘affordable laptops’ for example, ads are likely to pop up for –
Yet, ads would not be triggered by the searches “inexpensive laptops” or “low cost notebooks” for instance.
Benefits of phrase match
Now, let’s come to the phrase match. Just like broad match, phase match can also prove beneficial in boosting your Google Ads campaign. However, you need to ensure your phase match is correct and good to go.
1. Higher relevance
Phrase match is a powerful tool for maintaining higher relevance in your advertisements. By targeting search queries that include the exact phrase or close variations, your ads are more likely to align with user intent, ensuring they are shown to the right audience.
This level of targeting reduces wasted impressions and allows advertisers to focus on users whose searches are closely related to their products or services. For example, a business selling “organic coffee beans” can use phrase match to ensure ads appear for searches like “buy organic coffee beans” or “best organic coffee beans”.
2. Improved CTR
Phrase match significantly contributes to improved click-through rates by ensuring your ads are relevant to the searcher's intent. When users see an ad that closely matches their query, they are more likely to engage with it, leading to higher CTRs.
This relevance builds trust with potential customers, as they perceive the ad to be a direct answer to their needs. Over time, this not only improves CTR but also enhances the quality score of your ads, which can lead to better placement and lower costs per click.
A well-crafted ad, combined with phrase match targeting, creates a seamless connection between search queries and your offerings, increasing the likelihood of clicks and conversions.
3. Cost efficiency
Phrase match is also a cost-efficient option, as it reduces the likelihood of ads appearing for irrelevant searches. By avoiding unrelated or overly broad queries, you ensure that your advertising budget is spent only on qualified leads that are more likely to convert.
For instance, a fitness brand using phrase match for “home workout equipment” can avoid paying for clicks on searches like “free home workout apps,” which may not align with their sales goals.
This precise targeting minimizes wasted ad spend, delivering better ROI and making it easier to allocate resources to high-performing campaigns. Additionally, the cost savings can be reinvested into scaling campaigns or testing new keywords for continued growth.
4. Enhanced Campaign control
With phrase match, advertisers gain greater control over how and where their ads appear. Unlike broad match, which casts a wider net, phrase match allows for a more refined targeting approach, ensuring ads appear only for searches that include the specified phrase in the correct context.
This control minimizes irrelevant impressions and enables advertisers to focus their efforts on highly relevant audiences. It’s an excellent middle ground between broad and exact match types, providing flexibility without sacrificing precision.
5. Scalable strategy
Phrase match also serves as a scalable strategy, as it can be fine-tuned over time based on performance data. By analyzing search term reports, advertisers can identify high-performing queries and add them as exact match keywords for even better results.
Similarly, underperforming terms can be excluded using negative keywords. This iterative approach allows for continuous optimization and scaling, ensuring that your campaigns remain effective and efficient as your business grows.
When to use broad match
Broad match is a worthwhile tactic if:
Pro Tip: Use Smart Bidding strategies with broad match to let Google optimize for conversions or target ROAS. This can significantly improve performance while reducing irrelevant clicks.
When to use phrase match?
Phrase match is the preferred option when:
Pro Tip: Always go through your Search Terms Report and pick out annoying phrases so that you can add them as negative keywords.
Can you combine broad match and phrase match?
Yes, and in many cases, you should! Using both match types strategically can help you strike a balance between reach and precision. Here’s how to make it work:
By combining both, you can create a comprehensive keyword strategy that maximizes visibility while driving meaningful results.
Common mistakes to avoid
Now that you know what broad match vs phrase match is, you must know some common mistakes. Knowing them will ensure you’re not making the same mistake. This way, you can achieve success faster.
1. Ignoring negative keywords
One of the biggest pitfalls of using broad match is neglecting to set up negative keywords. Without these filters, your ads may show up for irrelevant or unrelated searches, leading to wasted clicks and inflated costs.
For example, a company selling luxury watches may find their ads appearing for searches like “cheap watches” or “watch repair,” neither of which align with their target audience. This step is critical for maintaining relevance and maximizing ROI.
2. Not monitoring performance
Failing to regularly analyze performance metrics is another common mistake with broad match campaigns. The Search Terms Report, in particular, provides valuable insights into the queries that trigger your ads. By neglecting to review this report, you risk missing opportunities to identify new high-performing keywords or eliminate underperforming ones.
Regular monitoring helps you align your ads with user intent, improve targeting, and refine your negative keyword list. Additionally, analyzing performance data allows you to spot trends, adjust bids, and optimize your ad copy for better results.
3. Overusing broad watch
While broad match offers extensive reach, relying on it too heavily can backfire. Its lack of precision can lead to wasted ad spend on irrelevant clicks, especially if not combined with a robust negative keyword strategy.
Over-reliance on broad match can dilute your campaign's focus, making it less effective at targeting high-intent users. To strike the right balance, use broad match alongside more precise match types like phrase match and exact match. This mixed approach allows you to leverage the expansive reach of broad match while still targeting specific.
Broad Match vs Phrase Match: Which one to use?
The choice between broad match vs phrase match depends on key factors such as campaign goals, target audience, and budget size. Broad match is particularly effective for campaigns aimed at maximizing reach or operating in competitive, undifferentiated markets. Conversely, phrase match is best suited for conversion-focused efforts.
Understanding the strengths and limitations of each match type and combining them strategically allows you to create a balanced and effective Google Ads campaign tailored to your objectives. Start optimizing your campaigns today and transform your advertising efforts into tangible results!