Google Search Ads Display based on the Keywords searched by users. This is an common thing that every people knows. Each and Every Businesses must have a set of keywords list to create a AdWords Search Campaign. But, Google AdWords has important match types to be used based on your Business Goal. Lets Dig each in detail.

Topics Covered:


  • Broad Match Keywords
  • Broad Match with Modifier
  • Phrase Match Keywords
  • Exact Match Keywords

Important Notes About Keyword Match Types

How to Add a Keywords?

While creating Google AdWords, once the campaign set up completed, you are directed for Ad Group set up. In Ad Groups level you add your Business Keywords. This is the place where you add your keywords. You can add you list or you can enter your business URL and Google Suggest keywords for you. Based on the Monthly search volume you can add all your business related keywords.
Adding Keyword

How This Keyword Match Types Work?

Keyword match types helps to have more control over ads triggering on Google Search.
The Broad match type helps to get more potential traffic that keyword will have because ads with broader match gets triggered more often. Conversely, other match types means that your ads may show less often. It’s all depends upon your business goal.
Keyword Match Types Work

Broad Match Keywords

Broad match Keywords are default match types assigned to your keywords while creating ads.
How it works? Your Ads may trigger for searches that include misspellings, synonyms, related searches, and other relevant variations. If your keywords are broad match, while users are search for online, Google triggers your ads most of the time based on their phrase. Your ad may trigger many times and this may have more irrelevant clicks as well. Based on your users you can choose this match type. Understand your users and how they search online for your business and then plan your match type.
Broad Match Keyword

Broad Match With Modifier

Adding ” +sign ” before the broad match keywords adds a modifier and triggers ads that include broad match modifier or close variations but doesn’t trigger ads for synonyms. For More Business, using a broad match modifier can increase the relevance of the keywords, it in turn can decrease your expected traffic as well.
Broad Match With Modifier

Phrase Match Keywords

If you are using Phrase match keywords for your Google Ads, that may show on searches that match a phrase, or are close variations of that phrase (additional words before or after). Ads won’t trigger for words added to the middle of the phrase, or if the words are reordered in any way.
How to know the Keywords use phrase match? If you keywords are added with the symbol “Keywords” (“”). This shows that the keywords match type is phrase match.
Phrase Match Keyword

Exact Match Keywords

If you are using Exact match type for your Ads, then your ads may show on searches that match the exact term or close variations of that exact term. Here the Close variations means, it include a reordering of words if it doesn’t change the meaning.
For Exact match types, prepositions, conjunctions, articles, and other words doesn’t impact the search.
How to know the Keywords use Exact match? If you keywords are added with the symbol [Keywords] ([]). This shows that the keywords match type is exact match.
Exact Match Keyword
These are the few important keyword match types. Once you added your business keywords, understand your business goal and what types of keywords your potential users search for, then find which match type helps to bring more traffic to your business and finally choose the correct match types for your business.