If you’re running a pay-per-click (PPC) campaign, choosing the right keyword match type is crucial. It can impact how many people see your ad and how much you spend. In PPC, search engines match your ads with users’ search queries based on the match type you choose. The three main match types in PPC are broad match, phrase match, and exact match. Each one works differently, affecting ad visibility and relevance. Let’s break them down one by one.
Broad match
Broad match is the most flexible match type. It allows your ad to appear for searches that include synonyms, related searches, and even misspellings of your keyword. For example, if your keyword is “running shoes,” your ad could show up for searches like:
- Best sneakers for jogging
- Athletic footwear
- Buy comfortable shoes online
While this gives your ad a wider reach, it can also lead to irrelevant traffic. If someone searches for “formal dress shoes,” your ad might still appear, even though they aren’t looking for running shoes. This can waste your budget if you’re not careful.
When to use broad match?
Broad match works best when:
- You want to increase brand awareness and reach a large audience.
- You’re testing new keywords and want to gather data.
- You’re willing to spend more for a higher reach.
How to control broad match?
Since broad match can sometimes trigger irrelevant searches, you should use negative keywords. Negative keywords help prevent your ad from showing for unrelated searches. For example, if you sell running shoes but not hiking boots, adding “hiking” as a negative keyword will stop your ad from appearing for searches like “best hiking boots”.
Phrase match
Phrase match gives you more control than broad match but still offers flexibility. Your ad will appear when a user searches for a phrase in the exact order you specify, but it may include additional words before or after.
For example, if your keyword is “running shoes,” your ad could appear for searches like:
- Best running shoes for beginners
- Buy running shoes online
- Affordable running shoes
However, your ad won’t show for searches that break up the phrase, like “shoes for running marathons.”
When to use phrase match?
Phrase match is useful when:
- You want better targeting while still allowing some flexibility.
- You want to control costs by filtering out completely unrelated searches.
- You’re targeting an audience that uses specific phrases to search for products.
Exact match
Exact match is the most restrictive but highly targeted match type. Your ad only appears when a user searches for your exact keyword or a very close variation.
For example, if your keyword is “running shoes,” your ad will only show for searches like:
- Running shoes
- Running shoe
Your ad won’t appear for searches like “best running shoes” or “running shoes for men.” This ensures that only highly relevant searches trigger your ad, leading to better conversion rates and lower wasted spend.
When to use exact match?
Exact match is best when:
- You want maximum precision and only want to pay for highly relevant clicks.
- You have a limited budget and need the best return on investment (ROI).
- You’re targeting a high-intent audience that is ready to buy.
How match types affect PPC strategy
Each match type plays a role in your overall PPC strategy. Many advertisers use a combination of match types to balance reach, relevance, and cost. Here’s how you can use them together:
- Start with broad match to gather data and identify high-performing keywords.
- Use phrase match to refine targeting while keeping some flexibility.
- Switch to exact match for high-converting keywords to maximize ROI.
Match types and sponsored ads on Amazon
Match types are also important in Amazon PPC campaigns, especially for sponsored ads Amazon offers. Just like in Google Ads, choosing the right match type on Amazon determines how often your product appears in relevant searches. Many sellers start with broad match to get visibility, then refine with phrase and exact match to improve efficiency.
Managing your PPC campaign effectively
Whether you’re advertising on Google, Amazon, or another platform, choosing the right match type is only one part of Amazon account management. You also need to:
- Monitor keyword performance regularly.
- Adjust bids based on conversion rates.
- Use negative keywords to prevent wasted ad spend.
By balancing match types and optimizing your campaign, you can get better results without overspending.
Conclusion
Understanding the difference between broad, phrase, and exact match is essential for a successful PPC campaign. Broad match gives the most reach but can lead to irrelevant clicks. Phrase match offers a middle ground, allowing for some flexibility while maintaining relevance. Exact match ensures precision and high conversion rates but limits reach.
Choosing the right match type depends on your goals. If you want to cast a wide net, broad match is great. If you need better targeting, go for phrase match. If you want only the most relevant traffic, exact match is the way to go.
By using the right strategy, setting up negative keywords, and optimizing your PPC campaign, you can get the best results for your advertising spend. Happy advertising!
