What is Keyword Match Types?

Keyword Match Types refer to the different ways in which a search engine matches keywords with the user's search query. Understanding keyword match types can help you optimize your PPC campaigns and ensure that your ads are being shown to the right audience.

In general, there are four main keyword match types: broad match, phrase match, exact match, and modified broad match.

Broad match allows for variations of the keyword as well as related terms to trigger your ad. Phrase match will only show your ad when the user's search includes an exact phrase or close variation of it. Exact match will only show your ad when someone searches for an exact term or phrase that matches your keyword precisely. Modified broad match enables you to specify additional words that must appear in a user’s query for an ad to display.

The Advantages of Using Broad Match

Broad matching is great for increasing visibility by allowing more entries into auctions with less competition than more restrictive targeting methods so you may affordably bid on more traffic

However, using it without monitoring results could produce irrelevant clicks resulting in wastage of budget and overall poor performance metrics Thus constant optimization by reviewing reports and adding negative keywords regularly allays this risk and provide higher relevant traffic at optimized costs


The Advantages of Using Phrase/Exact Matching

If you have a clear idea about what users are seeking -you should opt for phrase/exact matching because they provide maximum control over who sees ads (based on targeting-intent). The primary advantage is enabling advertisers to focus exclusively towards high intent consumers offering better CTRs reducing wasteful spending on non-converting impressions

This method leaves little room for error because it accurately targets audience behavior, limiting impressions but encouraging more engagement and conversion. It is also cost effective for brands who previously bid high amount for broad match terms and attracted non-relevant visitors.