I once went into digital marketing, and one of the challenges I faced was navigating through the different keyword match types and deciding which was the best fit for my business. My first campaign was a disaster – I blew through my budget in days with hardly any conversions to show for it. It was through steady research and intense study that I was able to understand the differences between phrase match and broad match, and it made a whole lot of difference. if you want your campaigns to become more efficient and effective, this article might just be what you need to achieve your goals. We’ll evaluate phrase match vs broad match, and how to effectively use both of them for different purposes.
Key Points
- Broad match and phrase match are two types of keyword strategies you can use when creating PPC marketing campaigns.
- They both allow you to target who sees your ads based on what terms they’re searching for and what keywords they use
- Phrase match allows your ads to appear on search results that contain the same keywords you’re targeting in the same order. With broad match, your ad can appear for searches that include any word in your keyword phrase, in any order, including synonyms and related searches.
Phrase Match vs Broad Match
If you’re creating a pay-per-click marketing campaign, you should understand how keywords and match types can impact its performance. You need to choose a match type that is appropriate for the campaign you are running and maximizes the benefit and ROI of your ads. The interesting thing here is that both broad match and phrase match types can help you reach a large number of visitors looking for content; so let’s get on to defining what each of them means.
What is Phrase Match?
Phrase match is a match type that only allows your ads to appear on search results that contain the same keywords you’re targeting in the same order. This was the first match type that truly made sense to me. Think of it as a more targeted way to reach potential customers. When you use phrase match, your ad will appear for searches that include the exact phrase you specify, along with any additional words before or after. For example, if your phrase match keyword is “digital marketing tips,” your ad could show up for searches like “best digital marketing tips” or “digital marketing tips for beginners.”
Search engines also match phrases based on meaning using a machine learning algorithm. For example, if a user searches for ‘digital marketing software’, this might show up as a match for the keyword ‘digital marketing tools’ if the search algorithm assumes the meaning of ‘software’ and ‘tools’ is identical.
This match type offers a balanced approach – it’s more flexible than an exact match but still retains a level of specificity. It allows you to reach users who are looking for something very close to what you’re offering, without straying too far from your core keyword. In my early campaigns, switching to phrase match helped me narrow down my audience and target people who were genuinely interested in my services.
However, phrase match has its disadvantages. While it’s more targeted than a broad match, it can still miss out on some search variations. For instance, if someone searches for “tips on digital marketing,” my phrase match keyword wouldn’t trigger an ad. It’s important to continuously refine and expand your keyword list to capture these missed opportunities.
What is Broad Match?
Broad match, on the other hand, casts a wider net. When you use broad match, your ad can appear for searches that include any word in your keyword phrase, in any order, as well as synonyms and related searches. For example, if your broad match keyword is “digital marketing tips,” your ad could show up for searches like “online marketing advice” or “internet marketing strategies.”
The advantage of a broad match is clear – it offers maximum reach and exposure. This can be particularly beneficial for awareness campaigns where your goal is to get your brand in front of as many people as possible. In one of my larger campaigns, broad match helped me discover new search terms and trends I hadn’t considered before, providing valuable insights for future keyword strategies.
However, the downside is also significant. Broad match can lead to a lot of irrelevant traffic, draining your budget with little to no return on investment.
Phrase Match vs Broad Match: Similarities
Both match types have their similarities. Both broad match and phrase match are two types of keyword strategies you can use when creating PPC marketing campaigns. They both allow you to target who sees your ads based on what terms they’re searching for and what keywords they use. Their key similarities include:
- You can use both broad match and phrase match in ad groups.
- Both match types can help you to reach people searching for specific queries.
- Both match types let you set negative keywords to control what search queries trigger your ads.
- Both match types allow users to include other search terms before or after the phrase.
Phrase Match vs Broad Match: Key Differences
The primary difference between phrase match and broad match lies in their targeting and reach. Phrase match offers a higher level of specificity, making it ideal for targeting a more defined audience. It ensures that your ads are shown to users who are searching for something closely related to your keyword, thus increasing the likelihood of conversions. Broad match, while offering a wider reach, tends to be less targeted, making it more suitable for awareness campaigns rather than conversion-focused efforts.
When it comes to ad spend and budget control, phrase match generally provides better control over your costs. Because your ads are shown to a more relevant audience, you’re less likely to waste money on irrelevant clicks. Broad match, while potentially more expensive due to irrelevant traffic, can provide valuable data on new search terms that can be refined and targeted more effectively in future campaigns.
The choice between phrase match and broad match also depends on your campaign goals. For awareness campaigns aiming to reach a broad audience, broad match is the way to go. For campaigns focused on driving conversions and reaching users with specific search intents, phrase match is more appropriate.
How to Choose the Right Match Type for Your Campaign
Choosing the right match type requires a clear understanding of your campaign goals and objectives. If you’re looking to build brand awareness, a broad match can help you reach a wider audience. For more targeted campaigns aimed at driving conversions, phrase match is typically more effective.
It’s also important to understand your target audience. Analyze their search behavior and preferences to determine which match type aligns best with their search patterns. Historical data and performance metrics from past campaigns can provide valuable insights into which match type has been most effective in reaching your audience and achieving your goals.
Testing and optimizing your keyword strategy is an ongoing process. Start with a mix of phrase and broad match keywords, monitor their performance, and adjust your strategy based on the results. This iterative approach will help you find the optimal balance between reach and relevance.
Best Practices for Using Phrase Match and Broad Match
To get the most out of both match types, consider combining them for a balanced approach. Use broad match to cast a wide net and discover new keywords, then refine your strategy with phrase match to target more relevant searches.
Regularly review and update your keyword lists to keep them relevant and effective. Adding negative keywords can help refine your targeting and reduce irrelevant traffic. For example, if you’re running a campaign for “digital marketing tips,” adding “free” as a negative keyword can help avoid clicks from users looking for free services.
Monitoring performance and making data-driven adjustments is essential for continuous improvement. Use analytics tools to track key metrics and identify areas for optimization. This will help you make informed decisions and maximize the effectiveness of your campaigns.
You’ll need to always make reference to this when handling your campaigns, so here’s a checklist for you:
Other Match Types
Well, broad match and phrase match are not the only keyword-matching options in Google Ads. Here are some others:
Exact match
With the exact match option, your ads will only show for searches that match your keyword exactly or are close variants of your exact keyword with the same meaning as your keyword.
Broad match modifiers
Broad match modifiers let you designate terms within your broad match keyword that must be included in a search for your ad to show. For example, for the keyword ‘fast food restaurants near me,’ you could make ‘near me’ a broad match modifier term. Searches would then need to contain the term ‘near me’ or something similar for your ads to show. With this, your ads wouldn’t show for searches like ‘fast food restaurants’ or ‘cheap fast food restaurants.’
Negative keywords
Negative keywords are another important Google Ads feature. With negative keywords, you can designate terms you don’t want your ads to show in search results. These types of keywords are useful for terms that are similar to your keywords but not relevant to your audience or offer.
For our ‘fast food restaurants near me’ example, you could exclude the term ‘cheap’ so that you don’t reach users searching for cheap restaurants. Negative keywords don’t use close variants, so you’ll have to add each variant you want to exclude from your campaigns. Each match type has its own negative counterpart:
- Negative broad match: Negative broad match is the default negative keyword setting. Your ad won’t show if a search contains all of your negative keywords, but may still show if it includes only some of them.
- Negative phrase match: Your ad won’t show if a search contains your negative terms in the same order.
- Negative exact match: Your ad won’t show if a search contains your exact negative keyword terms in the same order without any extra terms.
Here’s more on how to use negative keywords:
Should I Use Broad Match Or Phrase Match?
Use broad match to maximize reach and discover new keywords, ideal for awareness campaigns. Use phrase match to target more specific queries, enhancing relevance and conversions, perfect for conversion-focused campaigns. Balance both based on your campaign goals and budget.
What Is The Difference Between Broad Match and Exact Phrase?
Broad match allows ads to show for searches containing any words in your keyword, including synonyms and related terms, in any order. Exact match restricts ads to searches that match your keyword exactly or very close variations. Broad match offers wider reach; exact match ensures precise targeting.
How Do You Change Broad Match To Phrase Match?
To change broad match to phrase match in Google Ads, go to your campaign, select the keywords tab, find the broad match keyword you want to change, click on it, and edit the keyword by adding quotation marks around it (e.g., change digital marketing tips to "digital marketing tips"). Save the changes.
What Is The Opposite Of Exact Match?
The opposite of exact match in keyword targeting is broad match. Broad match allows your ad to appear for searches that include any word in your keyword phrase, in any order, as well as synonyms and related searches, offering maximum reach and exposure.
What Is The Difference Between BMM and Phrase Match?
Broad Match Modifier (BMM) allows ads to show for searches containing modified terms in any order, while Phrase Match requires the exact keyword phrase to appear in the search, with additional words before or after. BMM offers more flexibility, while Phrase Match provides more specificity.
Phrase Match vs Broad Match: Conclusion
Understanding the differences between phrase match and broad match has been a game-changer for my campaigns. By strategically using both match types, I’ve been able to reach the right audience, control my ad spend, and achieve my campaign goals. I encourage you to analyze your current campaigns, consider these strategies, and start experimenting with phrase match and broad match to see how they can enhance your marketing efforts.
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