Google Ads Keyword Match Types Explained [Updated for Google Ads in 2022]

now, while there are still three different match types that you can use in Google ads, all of them function very differently to how they used to function, and that is because all the recent major updates that Google has made to its three forms of keyword targeting- being broad match, phrase match and exact match- and I would even argue that exact match keywords don't actually exist anymore, and long gone are the days where you can set your keywords to exact match and never worry about your ads being triggered for keyword terms which are non-relevant to your product or your service. so, even if you've been running Google ads for a long time, you need to actually watch this video, because I'll not only detail the changes to each of these match types, but I'll also show you some real examples of what's been happening with keyword match types like exact match, and then we can go through the changes that you need to make when you optimize your Google ads accounts. and just in case we haven't met yet, my name is Aaron Young and I'm your 15 000 hour Google ads Master. now, today, today's video, we're going to be going through the three different types of match types that you can use in Google ads, and while this is a very, very important step to ensure that you're going to be having a successful Google ads campaign. you actually need to also make sure that you've got a clear strategy when it comes to optimizing your Google ads accounts so that you know exactly what you need to be doing every 72 hours, every week, every month and every 90 days. and to help you with that, I want to give you my free Google ads optimization checklist, and if you would like to get your copy for free today, all you need to do is to go through and follow the link in description so that you can start knowing exactly what you need to optimize in your Google ads accounts. with all that said, let's get into today's training. so, as we've spoken about and as you would probably be well aware, is that Google still has those three different match types of broad match, phrase match and exact match. however, what the difference is is that with exact match, is that it's now moved to an intent or a meaning base, so you can actually see in here it actually says under exact match, that adds my show and searches that have the same meaning as your keyword. so, previously, with Google ads and your exact match type, is that if you were targeting the exact match keyword of lawn mowing service, it would operate exactly as we described, in that the person not only had to type into Google ads lawn mowing service, but they also had to type it in in the exact order. so, for example, if the user actually had typed in lawn service mowing, it would not have shown. and you can see with exact match it's even been brought in out that it doesn't even have to be the same word. someone could actually use the word grass cutting service and it would still trigger for the exact match keyword of lawn mowing service. and of the recent changes, that is the most drastik in your exact match, now phrase match as well. it has also put in the intent in there in that previously with phrase match it would have to include those words but they could be in any order. but now you actually got two things in play: that with ice match they can be using any order but also any meaning. so as long as Google actually defines it as having the same meaning, your ads will also show. so what we're really finding now is that, even though exact match does actually still exist, tiknically it actually pretty much operates the same as phrase match, but it actually takes a little step further in that the user doesn't only have to use the keywords that you're targeting, because what is happening now is, as long as Google is seeing that the meaning is the same, it will trigger your ads. now with broad match. broad match has been housed- it always has been- in that it is a loose match setting, so the biggest changes that you need to be aware of are in regards to phrase match and exact match. so that is Google's official explanation, but let me show you how it actually works with some practikal examples. so let's start with broadbatch, and the focus here is that we are toking about a loose match setting in which your ads can appear if Google deems that they are at all related to your keyword. so, for example, if you you're wanting to Target Search terms around seminyak villas for rent, here are some possible Search terms that could trigger your ads: everything from seminyak Village to rent to just seminyak Villas- to buy a seminac villa to rent, all the way down to which is the best semiac Villa, into why there's so many Villas in seminac for rent, or even has Brad Pitt ever rented a seminyak villa. so, as you can see, we've got a really really broad range of Search terms that a user could input in order to trigger your ad. and even though this is a very loose match setting, the reason why I do like broad match keywords in some circumstances is that they do help you to appear for all traffic related to that keyword theme. however, you do need to be careful because they can also trigger ads for unrelated searches. so what I will usually do is that I'll use broad match targeting for the first 30 to 45 days, and the reason for this is that it helps me to discover some potential keyword themes that I didn't think about. but as long as you're always going through and running a search term audit every 72 hours where you're adding in extra negative keywords, you can actually make sure that you're not wasting too much money with your broad match setting, and that's one of the actions that you will actually see that you need to complete every 72 hours in my Google ads optimization checklist. and then when we're moving over to phrase match. now, Google does explain that this is still a moderate match setting, but, as I said earlier, I actually see now phrase match and exact match actually being very similar and both of them being a lot more broad than what they used to be. so, for example, if you saw seminyak villas for rent, you would still be getting these keywords around- should I rent or sell a seminyak villa? or how can you build and rent a simiac villa? so, once again, these aren't actually related to that search term, but they would actually be showing up in these related Search terms. and then when we finally move over to exact match- now Google says this is a tight match setting, but I would use that very, very Loosely, and this is now because Google is saying: as long as it has the same meaning, they will still trigger your ads, with the issue being that your meaning is of sometimes a lot different to Google's meaning. So, in theory, this is how your exact match keywords should work, in that if you're targeting seminac villas for rent, they would only show for keywords like seminac villas for rent and hire a seminyak villa. however, I want to show you that this is actually not the case, and with exact match keywords, Google will now even potentially throw up competitor brands for broad match keywords. and let me show you this specific example here, and the example I want to show you is that we actually had a campaign running that was running the broad match keyword of motorcycle insurance compare. but when we actually went through the search term audit and we're getting some feedback from this client that they're getting a really high increase of unrelated calls now with this actual keyword, we had been running it for the previous three years and we had not had this issue. so I do want to confirm that this is a new issue as a direct result of Google actually changing its keyword match types and how it works for broad match keywords, and we are seeing this both on the broad match and exact match. and what you can actually see through here is that there was actually when we were actually targeting motorcycle insurance compare, it was actually throwing up competitors brand name keywords. so with this motorcycle insurance compare, we had no issue with that at all, but it actually started sh.

Keyword Match Types in Google Ads Explained // 2020 Edition

hey, there, i'm benjamin from loves data. in this video you'll learn about the keyword match types you can use with your search campaigns in google ads. keyword match types let you control when your ads do and do not display as people are searching on google. they give you more precise control over your campaigns. but there are some important things to consider as you choose your match types. today you'll learn the difference between broad, broad match, modified phrase and exact match keywords. let's get started. there are three core keyword match types. these are broad match, phrase match and exact match. we'll also cover broad match, modified keywords, which sit between broad and phrase match, and we'll look at how broad, broad match, modified phrase and exact match also include close variance. and finally, we'll cover negative match keywords, which improve the performance of our campaigns by preventing our ads from being displayed on partikular search queries. when we add keywords, they're added as broad match by default. this match type provides the greatest coverage or reach for the keywords you're bidding on. as the name suggests, it is going to broadly match the keywords to what people are searching for on google. so if we're bidding on chocolate gifts, our ads could appear as people search for chocolate. chocolate gifts- cadbury assorted set, chocolate gift delivery and chocolate shop chicago. all of these search queries broadly relate to the keyword chocolate gifts, so this is the default match type in google ads. the next match type is phrase match. this is where we put the keywords we're bidding on inside quote marks. this tells google ads that we want those keywords to appear in that order. when someone is searching, for example, chocolate gifts in quotes can match chocolate gifts for father's day, best chocolate gifts and chocolate gifts. this match type is looking for the phrase as it appears between the quote marks. as someone is searching on google, this means our keyword will not match chocolate delivery and gifts because this is not the same as the phrase match keyword. then there is exact match. this is where we place our keyword inside square brackets. this will then match the keyword exactly so chocolate gifts in square brackets will match chocolate gifts, but not unique chocolate gifts. it's matching exactly. when we use exact match, phrase match, broad and broad match modified keywords, it's important to understand that these will also match close variants. this means that google ads will automatikally match singular and plural versions of our keywords, misspellings and other close variations of the keywords. for example, if we were bidding on the exact match keyword of chocolate gifts, then our ad would be displayed for people searching for chocolate gifts, chocolate gift singular and the misspelling of chocolate gifts. so remember close variance will apply to your exact match phrase. broad and broad match modified keywords and close variants will ignore function words like 2 and 4 and when the words are reordered, but retain the same meaning. continuing our example of chocolate gifts, this exact match keyword could also mean our ads are displayed to people searching chocolate for gifts and gifts- chocolate. these are also considered close variants. you can also use a broad match modifier with your broad match keywords. this is where you put a plus sign in front of one or more words in the keyword you are targeting. this tells google ads that you want to match that specific word or words more closely as people are searching. for example, if we had a broad match keyword of chocolate gifts, we could put a plus sign in front of chocolate. this is saying that we want to ensure that chocolate or a close variation of chocolate is included in someone's search query in order for ads to be displayed. so plus sign chocolate space gifts would mean our ads could be displayed for people searching for chocolate gifts. chocolate gift delivery, chocolate shop chicago and gifts of chocolate. but our ads wouldn't display for people searching cadbury assorted set. this search query doesn't include chocolate or a close variation of chocolate, so it would not match. broad match modified keywords can be a good starting point if you want to be fairly precise with your keyword targeting, but you still want some of the reach and visibility provided by broad match keywords. i also wanted to show you the difference between a broad match keyword and the broad match modified keyword. here we can see the broad match keyword of buy chocolate gifts can match different search queries, including buy chocolate gifts, chocolate gifts, chocolate shop and buy chocolate basket. if we then add a plus sign in front of gifts, this narrows our focus. we're saying we want gifts or a close variation of gifts to be included in what people are searching for. so now our ads can appear for search queries like buy chocolate gifts, dark chocolate gift and chocolate gifts. here we've narrowed our focus further by adding a plus sign in front of buy. so now our ads can appear for search queries like buy chocolate gifts and buy milk chocolate gift. you can broad match modify one or more words in the keyword you are targeting. you should also add negative match keywords. adding negative keywords is an important part of optimizing the performance of your campaigns. it's especially important to add negative keywords if you use broad match keywords. a negative keyword prevents your ads from being displayed, which allows you to reduce the number of less relevant impressions. here we can see we've added the negative keyword of ideas along with the broad match keyword of chocolate gifts. this means that people searching for chocolate gift ideas, ideas for chocolate gifts and gift ideas- won't see our ads. you'll notike that our ads are still eligible to appear when someone searches for chocolate gift idea. if you don't want your ads to show for idea singular and ideas plural, you'll have to add both of these as negative keywords in google ads. this is because negative keywords don't work in the same way as broad match keywords. you need to be specific with negative keywords. so they're the different keyword match types you can use with your search campaigns in google ads. remember that exact match will give you the most control, while broad match will give you the greatest reach. if you're just getting started, then i recommend using broad match modified keywords so that you balance the reach and targeting of your ads and try testing different match types to see what works for your campaigns. google ads isn't one size fits all, so spend time in your account to see what works for you. if you want to learn more about google ads, then join me in my google ads course, where you'll learn practikal skills you can apply to your own campaigns. you can find a link to join the course in the description below this video. what match types are you going to use in google ads? i'd love to know. let me know in the comments below and if you found this video helpful, please subscribe, share with your friends and hit the like button so i know to make more videos like this. see you next time.

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Google Ads Keyword Match Types - Tutorial in Hindi

hello everyone. my Omar, the CEO of the ignitable askew, take you dick and those two- is video memlo bark. annually he keyword match types kibarim a google ads, make keyword match types Iago theorem and go kiss that he can see you skirt. or to use curtain or history KK keyword match type. so things are easy: Giocondo discus scoring, it is partikular, video coach le Shahrukh are things we do. go guys. 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I have woman's hat. he K or J kiss, kiss more to my selected. I kiss type my selected. a broad match, my selected. so agar Kui bye ladies hats, we type quor'toth abhi hamara add Joe hey, bozo jaga - woman's hat casts anonymity. kiss a lady's hair toga. or by Baker qui of type car tire to be hemara idea / trigger huija a shoe. bodega ii, ammonia, a key broad match Kosciusko / / hot sada a broad match. Kokubo hawkeye. here he kept a yaha parappa clicks bot mills a pinky up cats compressions. the doctor clicks milega chances be bah huzzah de haut. a second priority: a broad match modifier. broad match modifier mesh type Calcutta is key. jo aapke Dobie keyword: Oba Ostia gaya put showed us a plus symbol: lalana padega - hey, define carpaccio. a partikular key words. oh, hey, who brought my ski category. may I just say you have Purdue words. a milk, a key word when I was a well example. hey, a woman's hurts - up there plus cardio means khaki or hats KGB plus ligarius objec hysterical ice Cove, generate karta hai. contains the modified terms or closure variation, but not synonyms in any order. must love agar apni apni keyword. broad match modifier: define kiya hai - other co user: Atta hair or husky query may give Watson ideas: a woman's the woman or hurts - hurts other give word. say: - aapke a trigger ho jayega, yeh, depending courtesy inca order k inca order a give each a bo. cetera say: aha, perhaps woman mitchell, alia hats a Yoga for Bianca, add you have. or trigger ho jayega. or kekkai said: do Rocky's hey, hey, he's got to be hot clothes variations, home game synonyms me so known. you say ho, not uniquely woman's car other yaha Pleiades. type hookah ladies hat for ladies to occur at trigger Ning Karthik, you give woman's cuts in on him. oh, girl ladies, like in humson on him smiling. 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Amara. brackets. capisce Maya are an exact um and close variations of that exact um. happy hopper, OGG, a pitcher couch. add a car, make a high scope. non, you see, they see their. yeah, he, yeah, he. exactly IET Sunita, yeah, yeah, I Scott. close variation was at a bus, ok, pitcher couch. neo-nazi, a same order. muna Chi Li, Amara, hoga. exact match. the Charter ek Kay. keyword match types. open jean-bob. Google ads may use curse at the head or in Co use Kirk a apne ad. keep triggering pit before the Chuck control cursor Tripoli advance a generally login Sirocco, miss karate, magnetik. have all solo campaign job on attain. we saw a jitney important season. i.

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Keyword Match Types in Google Ads Explained // 2021 Edition

Hey there, I'm Benjamin from Loves Data. In this video you'll learn about the different Google Ads keyword match types you can use with your search campaigns. We will cover broad phrase, exact and negative match keywords. Using these keyword match types let you control when your ads do (and do not) display as people are searching on Google. They give you more precise control over your campaigns. but there are some important things to consider as you choose your match types. This updated video also covers the changes Google has made since removing broad match modified keywords. Okay, let's get started. There are three keyword match types. These are broad match, phrase match and exact exact match, And we will look at how broad phrase and exact match also include 'close variants'. And finally, we will cover negative match keywords, which improve the performance of our campaigns by preventing our ads from being displayed on partikular search queries. When we add keywords, they are added as 'broad match' by default. This match type provides the greatest coverage (or reach) for the keywords you are bidding on. As the name suggests, it is going to broadly match the keywords to what people are searching for on Google. So if we were bidding on 'chocolate gifts', our ads could appear as people search for 'chocolate', 'chocolate gifts', 'cadbury gift box', 'chocolate gift delivery' and 'chocolate shop chicago'. All of these search queries broadly relate to the keyword 'chocolate gifts'. So this is the default match type in Google Ads. The next match type is 'phrase match'. This is where we put the keywords we're bidding on inside quote marks. This tells Google Ads that we want those words to be included in what someone is searching for, or that someone should be searching for something with the same meaning. For example, 'chocolate gifts' in quotes can match 'chocolate gifts for fathers day', 'chocolate hamper' and 'chocolate gifts'. This match type will match keywords with the same meaning, and phrase match is more targeted than broad match. This means our keyword will not match 'cadbury gift box' because this does not have the same meaning as the phrase match keyword. Then there is 'exact match'. This is where we place our keyword inside square brackets. This will then match the keyword exactly. So 'chocolate gifts' in square brackets will match 'chocolate gifts' but not 'chocolate golf gifts' It matches exactly. When we use exact match, phrase match and broad keywords, it's important to understand that these will also match close variants. This means that Google Ads will automatikally match singular and plural versions of our keywords, misspellings and other close variations of keywords. For example, if we were bidding on the exact match keyword of 'chocolate gifts', then our ad would be displayed for people searching for 'chocolate gifts', 'chocolate gift' singular and the misspelling of chocolate gifts. So remember, close variants will apply to your exact match phrase and broad keywords, And close variants will ignore function words like 'to' and 'for' and when the words are reordered, but retain the same meaning. Continuing our example of 'chocolate gifts', this exact match keyword could also mean our ads are displayed to people searching 'chocolate for gifts' and 'gifts chocolate'. These are also considered close variants. Here we can see the relationship between each of the keyword match types. For the greatest reach and broadest targeting, use 'broad match' keywords. For narrow and controlled targeting, use 'exact match' and for targeting that balances between the two, use 'phrase match'. I also want to mention that there was another match type that Google removed at the start of 2021. This match type was called a 'broad match modifier' (or 'broad match modified') keywords. This match type was more targeted than broad and provided greater reach than phrase match keywords. This keyword match type required us to add a plus sign in front of individual words within the keywords we were targeting. So if you see any plus signs when looking at the keywords in your account, these were for broad match modified keywords. Again, this match type has been removed, So you will need to choose from broad phrase or exact match targeting. This brings us to our final keyword match type: Negative match. Adding negative keywords is an important part of optimizing the performance of your campaigns. It's especially important to add negative keywords if you use 'broad match' keywords. A negative keyword prevents your ads from being displayed, which allows you to reduce the number of less relevant impressions. Here we can see we've added the negative keyword of 'ideas' along with the broad match keyword of 'chocolate gifts'. This means that people searching for 'chocolate gift ideas' 'ideas for chocolate gifts' and 'gift ideas' won't see our ads. You will notike that our ads are still eligible to appear when someone searches for 'chocolate gift idea'. If you don't want your ads to show for 'idea' singular and 'ideas' plural, you will have to add both of these as negative keywords in Google Ads. This is because negative keywords don't work in the same way as broad match keywords. You need to be specific with negative keywords. So they're the different match types you can use for your search campaigns in Google Ads. Remember that exact match will give you the most control, while broad match will give you the greatest reach. If you're just getting started and you have a small advertising budget, then I recommend using exact match keywords. This will ensure you don't spend your budget too quickly. You can then move to phrase match if you need greater reach for your ads, And try testing different match types to see what works for your campaigns. Google Ads isn't 'one size fits all', so spend time in your account to see what works for you. If you want to learn more about Google Ads, then join me in my Google Ads Course, where you'll learn practikal skills you can apply to your own campaigns. You can find a link to join the course in the description below this video. What match types are you using in Google Ads? I'd love to know. Let me know in the comments below, And if you found this video helpful, then please like it so I know to make more videos like this. See you next time.

How To Use Keyword Match Types In Google Ads

Are you running search campaigns in Google Ads? If you are, you need to know about the different keyword match types and, more importantly, when to use the different match types in your campaigns and ad groups. Well, good news, That's exactly what we're going to cover in this tutorial. Hey there, I'm Benjamin from Loves Data And in this video, I'm going to explain the difference between broad phrase, exact and negative match keywords. Using keyword match types in Google Ads lets you control when your ads appear as people are searching. This lets you optimize the performance of your campaigns. Okay, let's head to Google Ads to take a look. I've already logged into my Google Ads demo account so to find our keywords and view the match types used for our keywords, we need to select our search campaign. You can also select an individual ad group to narrow your focus, so you're not looking at all of the keywords in the entire campaign. Let's select an ad group. Now let's select 'Keywords'. This shows us all of the keywords we are currently targeting in the ad group. In my demo account, we can see I have keywords relating to my Google Analytiks glossary And we can see the second column show us the match type being used for each of the keywords we are targeting, We can see there are broad match, phrase match and exact match keywords in the ad group. We will cover how these different match types in a moment, but I also want to quickly highlight that you can see other details for each of the keywords that you're targeting. You can see details like the maximum bid quality score and on the very right, we can see the conversion rate, number of conversions and average cost per conversion for each keyword. This information can be helpful when deciding which keywords to focus on in your campaigns and ad groups. If you're not seeing the same details in your account, you can adjust what's presented. To customize what's presented in your own account, just select 'Columns' and then 'Modify Columns' to add and remove information. Now that we know where to find our existing keywords in our account, let's travel through the different match types and how they control when your ads are displayed as people are searching. We're going to start with broad match, which is how keywords are added to your ad groups by default. This match type provides the greatest coverage or reach for the keywords you are bidding on. As the name suggests, it is going to broadly match the keywords to what people are searching for on Google. So if we were bidding on 'tennis shoes', our ads could appear as people search for 'shoes for tennis', 'buy tennis shoes on sale', 'tennis shoe', 'red tennis shoes', 'comfortable tennis sneakers', 'tennis racquets and training shoes' and 'can you wear running shoes for tennis'. All of these search queries broadly relate to the keyword 'tennis shoes'. So this is the default match type in Google Ads. The next match type is 'phrase match'. This is where we put the keywords we're bidding on inside quote marks. This tells Google Ads that we want those words to be included in what someone is searching for, or that someone should be searching for something with the same meaning. For example, 'tennis shoes' in quotes can match 'shoes for tennis', 'buy tennis shoes on sale', 'tennis shoe', 'red tennis shoes' and 'comfortable tennis sneakers'. Phrase match is more targeted than broad match. This means our keyword will not match 'tennis racquets and training shoes' or 'can you wear running shoes for tennis', because they don't have the same meaning as the phrase match keyword. Then there is 'exact match'. This is where we place our keyword inside square brackets. This will then match the keyword as closely as possible. So 'tennis shoes' in square brackets will match 'tennis shoe', 'shoes for tennis', 'tennis shoes' and other searches with the same meaning, But it will not match 'buy tennis shoes on sale? 'red tennis shoes' or 'comfortable tennis sneakers', as they don't have the same meaning. When we use exact match phrase, match and broad keywords, it's important to understand that these will also match close variants. as we've seen, This means that Google Ads will automatikally match singular and plural versions of our keywords, misspellings and other close variations of keywords. So remember: close variants will apply to your exact match phrase and broad keywords. Here we can see the relationship between each of the keyword match types. For the greatest reach and broadest targeting, use 'broad match' keywords. For narrow and controlled targeting, use 'exact match'. and for targeting that balances between the two, use 'phrase match'. Now that we've covered when to use the different keyword match types for displaying your ads, let's look at how you can add new keywords and how to change match types for existing keywords. Let's head back to Google Ads. We're still looking at the individual ad group so we can see the existing keywords And if you want to change the match type for an existing keyword, you can change them by clicking in the 'Match Type' column Or you can edit the keyword. However, changing the match type for an existing keyword will reset the data for that keyword. So I would recommend pausing the keyword instead and then re-add the keyword with the new match type. This is also useful because it will let you compare the performance of the keyword with the different match types And let's add a new keyword to the ad group. To do this, let's click the plus sign. We can then add new keywords to the ad group, And entering a keyword with square brackets will mean it's an exact match keyword. Using quote marks will mean it's a phrase match keyword, And entering the keyword without quotes or brackets will mean it's a broad match keyword. Then, when you click 'Save', The keywords will be added to the ad group along with their match type. We've now seen how we can control the match types for our keywords, so let's tok about when to use the different keyword match types in your search campaigns. The first thing I want to touch on is that you should start with a match types that aligns with the objectives and budget you've defined for your campaign. For example, if your objective is to gain as much visibility and drive as many people to your website as possible, then you should consider using broad match keywords. As we've seen, broad match will give you the greatest coverage and reach for your ads, because your ads will display for a range of related terms. On the other hand, if you're objective is to drive as many conversions as possible and you have a limited or small budget, then starting with exact match keywords will means you're more focused with your targeting. Your ads won't be displayed as often, but you will also have more control over when they're seen as people are searching. So, overall, you should consider your objectives and budget when deciding which match types to use, And you can always change this. For example, you might start with exact match and then move to phrase match as you start to see conversions coming through for your campaign. The next thing I want to tok about is adding the same keyword with different match types. Adding the same keyword using all of the different match types won't provide any benefit. For example, if you add a keyword using broad phrase and exact match in the same ad group, this won't improve your results. It just means you're duplicating the keyword unnecessarily. One of the main reasons you might want to duplicate a keyword with different match types is if you want to adjust your bids based on the performance. For example, let's say you have a broad match keyword and you discover that the exact match version of the keyword results in lots of conversions and is really profitable. In this case, you might choose to add the partikular term as an exact match keyword and increase.

How To Choose The RIGHT Google Ads Keyword Match Type

in this video i'm going to explain what the google ads keyword match type options are, what they mean and which one you should use. using the right keyword match type is absolutely essential if you want your google ad campaigns to succeed. so let's get started. so here i am in an example google ads account and i've gone into the keyword planner- okay, so i'm going to click on discover new keywords and i'm going to quickly pop in digital marketing agency in here and click on get results, and obviously you can take a look at keyword examples, all that sort of stuff. but if i click on this option and i want to start targeting this specific keyword, you can see that up here, one selected. i can add it into a plan campaign, etc. but the important part for this video is this bit: here you can add it as a broad match keyword, a phrase match keyword or an exact match keyword, and which one you select here makes a huge difference around the search terms that your ads will actually appear for. so let's go through these. so the first is broad match, and broad match is google's default option. if you use broad match with your keywords, that's going to give you by far the greatest reach and coverage. when you use broad match, your ads are going to show up when someone searches for that exact term, so in this case, digital marketing agency- but it's also going to show up for all sorts of searches that are related to the term digital marketing agency. and the thing that you often find with broad match is that google's definition of related is often quite a bit wider, quite a bit broader than you or i would like it to be, and your ads can end up showing up for all sorts of searches that aren't that related or aren't as related as you would like them to be, and that's obviously a waste of money. that's not going to help you get the results you want from your google ads. so let me show you an example of what i'm toking about here. so i'm in a campaign that we've run previously now. this campaign was designed to get people to sign up for a survey around taking an interior design course, with the intention of then them going on to um to purchase an interior design course, um. so if we just select one of these search terms, that's entered in as a broad match. so here we've got interior design courses online, very relevant and specific to what we were offering here. if we go ahead and select this and click on search terms up here, we will see all the search terms that caused an ad to be triggered because it's a broad match keyword, okay, and you can see that some of these options are very much unrelated. so the remember the root keyword here is interior design courses online and google thought that it was a good idea to show our ad for someone searching for home design software free. now those things are really quite unrelated. that's someone looking for something quite different to maybe purchasing, signing up for a course online to do with interior design, um, and that's come under the broad. that's because we're using broad match and that's what i'm toking about when i'm saying that google's definition related can be really quite loose. so to add a broad match keyword to your ad groups- and if i just come out, obviously you can do it from within here, but if i come out of um, the google keyword planner tool, then you just want to go ahead and go over to keywords, click on search keywords, obviously, select the relevant campaign and ad group and then you just enter it in here. so if we had interior design courses online and we add that in, if we don't add anything around that keyword- and you'll that make more sense in a second- that's going to automatikally go in as a broad match keyword. now, if you're just getting started with google ads, i wouldn't recommend using broad match. um, there are many pitfalls. it's one of the main reasons why people start, they experiment with a new google ads campaign and it doesn't work. it's because their ads were just showing up for all sorts of things that weren't really relevant enough to whatever it is they're offering. so i would steer clear: if you're getting started, always something you can experiment with and test later on. so the next keyword match type option is phrase match and in comparison to broad match, this offers quite a bit more specificity, quite a bit more targeting, and the way phrase match works is that your ads will only be shown to searches that include your keyword. now you can have things put at the end, at the beginning or things in between: your keyword in terms of what the overall search is, and your ad will still be shown. i'll give you an example. so let's take digital marketing agency. that's our keyword here. now, if we were to use a phrase match modifier with this, then if someone searched for digital marketing agency london or london digital marketing agency, then our ad would still be shown, because it's absolutely fine to have things, as i said before, after or sometimes even in between, and your ad will still be shown to people searching. that's considered close enough. when you're using phrase match, you'll also. your ad will also be shown if someone uses a close variant of your keyword- um, and what that is is typically misspellings, so someone wants to misspell one of those words and it would still be shown. um, it could be plurals, so instead of someone searching for digital marketing agency, someone could search for digital marketing agencies. so close variants like that will also be included, which, on the whole, is a good thing. and the way you add a phrase match keyword into your google ad campaign, into your ad group, is you just use quotation marks. so if we use our previous example of um- interior design courses online- you just pop quotation marks before and after, make sure you spell it right and then that's going to go in as a phrase match keyword. then the third option is exact match and again, this is another level higher in terms of specificity and more targeting um in comparison to phrase match. you're sort of moving in that in that direction. an exact match is designed to only show your ads when someone searches for your exact keyword. so if we've got the digital marketing agency example, our ad will only be shown if someone searches for digital marketing agency exactly. if someone was to search for digital marketing agency london and you were using an exact match keyword, our ad would not be shown. it's gonna exclude those searches that include things after or before or even things added in between. again, with exact match, the default is for close variance to be included. so whilst it wouldn't, our ad wouldn't show if someone searched for digital marketing agency london, it would show. if we're using exact match for digital marketing agencies, that sort of thing. okay, because that's considered a close variant. the same if there's misspellings and things like that. so exact match is certainly the most specific option of the three and typically where a lot of beginners get started and you add an exact match keyword in by using square brackets, okay. so instead of um using the quotation marks or nothing, you add in the square brackets and you are all good, that's going to go in now as an exact match keyword. so which keyword match type option should you use when you're just getting started. i'd strongly encourage you to stay clear of broad match to begin with. i've already mentioned there's a bunch of issues associated with that and stik with phrase match and exact match, at least to get started with. now determining which one of those two you use- phrase match or exact match- depends on the keyword itself and how closely it describes whatever it is that you offer- your product, service, etc. if whatever it is that you're um selling, the keyword that we're toking about in partikular almost exactly describes what that is. you can go ahead and use phrase match, because it's often fine if people you add something at the beginning, at the end include something in the middle, that sort of stuff, and if the keyword you want to target is