Phrase vs. Broad vs Exact Match: What’s the Difference?

If you’re new to Google Ads and you’ve opened up Google Ads for the first time, you’re probably excited to connect your business with customers searching online, only to be met with terms like phrase, broad, or exact match. You might be wondering, “What do these mean, and how do they affect my ad results?” Understanding the differences between these three keyword types is crucial in setting up ads that effectively reach the right audience, without overspending. Let’s dive into how each one works and when to use them, so you can get the most out of your Google Ads campaigns.

What’s the Deal with Match Types?

When setting up a campaign in Google Ads (or any similar platform), you want to target specific keywords that potential customers are searching for. Match types help you decide how closely your ads should relate to the keywords people use. They control who sees your ads and when.

Broad Match

Let’s start with a broad match. This is the most flexible option. Broad match allows your advertising to appear for searches that contain synonyms, misspellings, related queries, and other variations of your term. If your keyword is “running shoes,” for instance, your ad may show up for searches such as “best shoes for jogging,” “sneakers for running,” or even “footwear for athletes.”

Pros:

• Wider Reach: You can capture a broad audience since your ads show a variety of related queries.
• Discovery: It’s a great way to discover new keywords and see what terms people are using.

Cons:

• Less Control: You might attract clicks from users who aren’t interested in your product, which can lead to lower conversion rates.
• Higher Costs: More clicks don’t always equal more sales, so you might end up spending more without getting the desired results.

Phrase Match

Now let’s chat about phrase match. This option is a bit more specific. With phrase match, your ads will only show up for searches that include the exact phrase you’ve chosen, plus any additional words before or after it. So, if you use “running shoes” as your keyword, your ad could appear for searches like “buy running shoes” or “running shoes for women,” but it wouldn’t show “shoes for running.”

Pros:

• Better Targeting: You’ll likely get clicks from users who are more specifically looking for what you offer, which can lead to higher conversion rates.
• More Control: Since your ads are shown for a narrower set of searches, you have a bit more control over who sees your ads.

Cons:

• Limited Reach: You might miss out on potential customers who use variations of your keywords that don’t fit the phrase exactly.
• Less Discovery: While you’ll get relevant clicks, you might not stumble upon new keywords that could work well for your business.

Exact Match

Exact match offers the highest level of precision for targeting keywords. With this option, your ad appears only for searches that match your keyword exactly or are close variations, like plurals or slight misspellings. For example, if your keyword is “running shoes,” your ad will only display for searches like “running shoes” or “buy running shoes,” excluding broader, loosely related queries.

Pros:

• Precise Targeting: Exact match lets you focus on users who are specifically searching for your product, resulting in highly relevant traffic.
• Higher Conversion Rates: Since your ads show for highly targeted searches, users who click are more likely to convert.

Cons:

• Limited Reach: The precision of the exact match reduces the number of impressions, which may limit audience reach.
• Missed Keyword Discovery: With a narrow scope, there’s less opportunity to identify new search terms or trends.

So, Which One Should You Use?

The answer depends on your goals! If you’re just starting and want to explore what works for your audience, the broad match might be the way to go. It’s like casting a wide net to see what fish you can catch.

On the flip side, if you already have a solid understanding of your audience and want to optimize your ad spend, phrase match can help you hone in on those high-intent searchers with a higher conversion rate. 

Finally, if you’re ready to target only the most specific and relevant searches, exact match is ideal. This option ensures your ads reach users searching for exactly what you offer, maximizing the chances of conversion by capturing only the most relevant clicks.

A Balanced Approach

Many marketers find success by using a combination of all three match types. Start with a broad match to gather data and discover new keywords, then refine your targeting by shifting high-performing keywords to phrase match for a more focused reach. Finally, for your most valuable and specific search terms, use exact match to capture high-intent clicks and maximize conversions. This strategy lets you enjoy the benefits of broad reach, targeted optimization, and precise control, all in one campaign!

Wrapping It Up

Understanding the differences between broad match, phrase match, and exact match can greatly impact your campaign’s success. Each match type offers unique advantages: broad match provides expansive reach, phrase match delivers targeted precision, and exact match captures the most specific, high-intent searches. The key is to align your choice with your marketing goals and audience insights.

Ready to take your campaigns to the next level? Try experimenting with all three match types, analyze your results, and find the ideal balance that drives the best outcomes for your business. If you’re looking for more tips on optimizing your ads or have questions about your strategy, don’t hesitate to reach out to us, we’re happy to help.