{"id":21842,"date":"2020-10-08T20:26:04","date_gmt":"2020-10-08T20:26:04","guid":{"rendered":"https:\/\/directiveconsulting.com\/ca\/?post_type=institute&p=21842"},"modified":"2024-05-23T07:41:19","modified_gmt":"2024-05-23T11:41:19","slug":"phrase-match-vs-broad-match","status":"publish","type":"post","link":"https:\/\/directiveconsulting.com\/ca\/blog\/phrase-match-vs-broad-match\/","title":{"rendered":"Phrase Match vs. Broad Match: Key Differences"},"content":{"rendered":"

As a search advertising specialist, understanding when to optimize your keyword targeting with phrase match vs broad match targeting can help you reach more relevant audiences, attract more clicks from potential customers, and see better results from your ad campaigns.<\/span><\/p>\n

Broad and phrase match are just two of the primary keyword match types that allow advertisers on the Google Ads platforms<\/a> to control which search queries may trigger their ad placements on the Google search network<\/a>.\u00a0<\/span><\/p>\n

To better understand the key differences between phrase match vs. broad match targeting and when to use them in your campaigns, let\u2019s take a deeper look at the keyword match types available on Google Ads.<\/span><\/p>\n

[optin-inline id=’uflxwfozovpuqmqh1sqk’]<\/span><\/p>\n

What are Keyword Match Types in Google Ads?<\/span><\/h2>\n

Keyword match types allow digital advertisers to customize how broadly or restrictively their target keywords are matched with user search queries to trigger relevant ad placements on the Google Search network.\u00a0<\/span><\/p>\n

There are five types of keyword match types that advertisers can use to customize their keyword targeting, summarized below.<\/span><\/p>\n

Broad Match Type<\/span><\/h3>\n

Ad placements can be triggered for all search queries that are relevant variations of the target keyword phrase.<\/span><\/p>\n

Modified Broad Match Type<\/span><\/h3>\n

Ad placements can be triggered for all search queries that:<\/span><\/p>\n

    \n
  1. Are relevant variations of the target keyword<\/span><\/li>\n
  2. Contain the keyword terms that the advertiser designates using a broad match modifier.<\/span><\/li>\n<\/ol>\n

    Phrase Match Type<\/span><\/h3>\n

    Ad placements can be triggered by search queries that contain the target keyword and some close variants of the target keyword.<\/span><\/p>\n

    Exact Match Type<\/span><\/h3>\n

    Exact match is the most restrictive match type. When you choose the exact match type, your ads will only be shown when a user searches for the exact target keyword or a close variant of the target keyword with the exact same meaning.<\/span><\/p>\n

    Negative Keywords<\/span><\/h3>\n

    Negative match keywords allow advertisers to block certain search queries from triggering ad placements on their account.\u00a0<\/span><\/p>\n

    \"negative<\/p>\n

    Caption: Advertisers can implement negative keywords with broad match, exact match, and phrase match targeting. This image shows a negative keyword list that uses all three types. Read more about <\/span>negative keyword match types<\/span><\/a>.<\/span><\/p>\n

    Negative keywords help advertisers avoid targeting irrelevant searches with their ad campaigns, which can improve CTR, boost ad quality scores, and reduce ad spending.<\/span><\/p>\n

    Phrase Match vs. Broad Match Keyword Targeting: What\u2019s the Difference?<\/span><\/h2>\n

    Now let\u2019s take a closer look at the differences between phrase match vs. broad match targeting in search advertising. In the chart below, we\u2019ve outlined the basic Google Ads notation, a sample keyword, and potential ad trigger for both phrase match and broad match type keywords.<\/span><\/p>\n

     <\/p>\n\n\n\n\n\n\n
    <\/td>\nBroad Match<\/span><\/td>\nPhrase Match<\/span><\/td>\n<\/tr>\n
    Google Ads Notation<\/span><\/td>\nNone – broad match is the default<\/span><\/td>\n\u201ckeyword\u201d<\/span><\/td>\n<\/tr>\n
    Example Keyword<\/span><\/td>\ndigital advertising<\/span><\/td>\n\u201cdigital advertising\u201d<\/span><\/td>\n<\/tr>\n
    Potential Ad Triggers<\/span><\/td>\n\n\n