All Blogs,Digital Marketing, - September 18, 2020

Should I Use Broad Match or Phrase Match on Google Ads?

Expert Tips For Use Broad Match or Phrase Match on Google Ads

As a business owner or marketer, you may be wondering which match type to use on Google Ads in 2023 – broad match or phrase match. Both match types have advantages and disadvantages; choosing the right one can significantly impact the success of your advertising campaign. By understanding the key factors that influence match type selection, you can make informed decisions to maximize the effectiveness of your Google Ads campaigns in 2023 and beyond.

Expert Tips for Using Broad Match or Phrase Match on Google Ads 

While it’s very easy to add keywords to your pay per click (PPC) campaigns – you simply type them in – it’s important that you are properly keyword targeting on Google Ads. As a pay per click agency who has helped several brands create and manage Google Ads campaigns, we’re here to give you some tips and tricks on how to best create your list of keywords for your PPC ads.

The Importance of Keyword Targeting on Google Ads

Keyword match options determine how closely a user’s search query must match a keyword in a Google Ads campaign for an ad to be displayed. The three main match options are broad match, phrase match, and exact match.  

  • Broad match keywords allow for a wide range of variations and related searches to trigger an ad. 
  • Phrase matches keywords require the search query to include the keyword phrase in the same order as the campaign keyword.  
  • Exact match keywords only trigger ads for search queries that match the campaign keyword.  

Choosing the right match type can help target the most relevant audience and prevent wasted ad spend.  


What are Broad Match Keywords?

Did you know that by default, Google sets all its PPC keywords to broad-match keywords? Broad match increases your number of impressions, but as you’ll see below, that’s not necessarily a good thing. 

You see, broad match keywords ensure that your keywords trigger lots of ad traffic, which means your ads are likely to get more clicks. However, these ads aren’t necessarily as targeted as you want your keywords to be.

Let’s say you’re a company that sells organic dog food and you want to create a Google Ads campaign to target people searching for your product. You might be tempted to use broad match keywords like “dog food” to cast a wide net and capture as many potential customers as possible. However, if you use broad match keywords, your ads could end up being triggered by searches for things like “dog food recipes” or “is dog food bad for my pet?” which aren’t necessarily indicative of someone looking to buy organic dog food. 

To avoid wasting ad spend on irrelevant clicks, it’s a good idea to use phrase match or exact match keywords instead.  


What are Phrase Match Keywords?

We generally set our clients’ PPC campaigns to use phrase match. The reason – this PPC option typically provides our clients with the most qualified clicks who are more likely to become leads or customers.

In Google Ads, phrase match changes your keywords from broadly matching remotely related search terms to making sure that your keywords are only displayed if they match the phrase that a searcher entered into Google. Still, Phrase match allows for some variants in keywords, including:

  • Misspellings
  • Singular or plural forms
  • Stemming
  • Abbreviations
  • Accents

For example, you could use phrase match keywords like “organic dog food” or “healthy dog food” to capture more specific searches and ensure that your ads are only shown to people who are actively looking for your product. By using targeted keywords, you can improve the quality of your clicks and increase the likelihood that those clicks will lead to conversions. 

Phrase match is a great way to ensure your Google Ads show up for searchers who are intending to find content like your landing pages, which of course, require you to pay for a click in order for a Google user to discover. 

What are Exact Match Keywords?

Exact match is the most restrictive match option you can choose when keyword targeting on Google Ads. With exact match turned on, your ads will only display if a Google user enters in the exact keyword you have in your PPC campaign, in the order those words appear. 

While the exact match is restrictive, it can be a useful option for brands who have a keyword that typically generates a lot of impressions – so many so that the brand’s campaign budget is eaten up in the first few days of the month.

How Negative Match Impacts your Google Ads Campaigns

Sometimes, brands want to make sure that their ads never appear in searches that contain negative words. Google Ads calls this negative match. One of the most popular negative match keywords that PPC advertisers use is free. For example, if you sell anti-malware software, you likely want to make sure your ad doesn’t display – and isn’t clicked – if someone searched “free anti-malware software.”

There is one downside to Google’s negative match option that you will want to consider if you are running Display Ads. Because Google Ads wants to follow your wishes, your Display ad is less likely to run on a website that includes your negative keywords.

Things to Consider When Choosing Between Broad Match and Phrase Match on Google Ads 

When it comes to choosing between broad match and phrase match on Google Ads, there are a few things to consider 

Target audience 

If you have a specific target audience, phrases that match keywords may be a better option as it helps you reach a more relevant audience. 

Keyword selection  

If you have a limited set of keywords that you want to target, phrase match may be a better option. The broad match may be a better option to target a more comprehensive range of keywords. 


If you have a limited budget, consider using phrase match. It can help you target a more specific audience and reduce the likelihood of irrelevant clicks.  

Let Agency Partner Interactive Help You Reach Your Target Audience! 

Whether you don’t have the internal resources to manage PPC campaigns alone or want to work with a pay per click agency to ensure you’re getting the most out of Google Ads, we can help. Our team of Google Ads experts has years of experience. They will work closely with you to understand your unique business needs and create a customized strategy that maximizes your return on investment. Here are some services that we provide:

  1. PPC Keywords Research 
  2. Ad Copywriting 
  3. Google Ads Campaigns 
  4. Landing Page Optimization 
  5. Conversion Rate Optimization 
  6. Analytics and Reporting 
  7. All Types of Keywords Research 

Get instant visibility and drive targeted traffic to your website with our effective paid search marketing solutions. So, if you want to take your online presence to the next level, contact us today to learn more about our digital marketing agency and how we can help you succeed in 2023 and beyond.