As you know, your website is incomplete without enrolling for Google Ads. Similarly, without using relevant keywords, your business might not be searchable. Basically, keywords are phrases or terms that match ads with the words people look up on search engines. The keyword match types imply how closely the keywords match the visitor's search query to make your ad best suited for auction. Therefore, you can use a broad match for serving your ad on a vast array of user searches or use a precise match to tune into particular user searches. 


If you are willing to bid on a keyword in your Pay-Per-Click Campaigns, you may require selecting a keyword match type that informs google how actively or restrictively you wish it could match your advertisements to keyword searches. There are four keyword match types available in Google advertising and how they are different from each other, and why keyword match types play a pivotal role in the success of your PPC ad campaigns. This blog is going to enlighten you on numerous aspects of keyword match types. 
First of all, let's see the varieties of keyword match types:


Broad Match
Broad Match means ads may display on searches that are associated with your keyword, including searches that don't have the keyword terms. This amps up the web traffic, and you end up wasting little time on creating keyword lists and concentrate on keywords that work.  The default match type is that each of your keywords is allotted when you do not mention any other match type (phrase Match, Exact Match, or negative match type). The syntax for broad Match is defined as providing the input of the keyword. 


Phrase Match
In this category, Ads might display on searches, including the meaning of your keyword. A phrase Match is considered more flexible than the exact Match. However, it is far more targeted than the default broad match option. This category allows you to get more customers while displaying your ads to customers looking for your product or service. The syntax for the phrase Match is defined as putting quotes around your keyword, for example, "lawn tennis". 


Exact Match
Exact Match may be defined as ads displaying on searches that have the same intent or same meaning as the keyword. The exact Match provides the highest level of control over the audience that sees your ads from these three keyword matching options. 
Exact Match is usually designated within brackets, for example, [green apple]. 


Negative Keywords
This category is used to exclude your ads from displaying on searches using that particular term. For example, if you're a hat company that is not selling baseball hats, adding a negative keyword for baseball hats is an option.  


How does Match Type Influence Search Ad Results?


Keyword Match Types can majorly influence your account's performance because they are the primary control used for determining precisely which type of search queries you are bidding upon. After you determine which match types to use for every keyword, please consider a few main components:


•    Competitors
Keep a hawk-eye on the methods in which your competitors are bidding on specific terms and structure on their own accounts. While also keeping track of their account's overall performance over the years. It plays a pivotal role in how the return impacts particular match types. 


•    Performance
Check how a particular keyword or exact keywords are performing to provide you with an insight into which match type will offer a suitable return on your investment. 


•    Ad text & Account Structure
Most advertisers cash in on a "money" keyword and use it on broad, exact and phrase match types. Probably, sometimes trying to segment those match types and composing specific ads for each. The technique with which an advertiser structures an account could also significantly impact various match types' performance. 


•    Bids
Bids massively influence Cost per conversion and cost per click. Sometimes advertisers utilize numerous methodologies for manipulating bids more or less actively based on the match type as it can impact which match type is more suitable.
It is crucial to optimize your Google Ads match types as it enables you to increase your target audience's outreach and avoid unnecessary expenditure on irrelevant clicks. We hope you found the blog helpful, and it catapults your website to a notch higher. Do let us know the difference it makes in brand's visiimproving yourbility on search engines and success rate in getting conversions. Consider SEO service, which can boost your brand's value in the market by turning your invisible business from page 2 or 3 to page 1 and that too in top results. When people know your brand like a renowned name, you won't need to run from pillar to post worrying about it. Follow the abovementioned tactics, and you're good to go.