Google Ads management service
Google Ads management service

Struggling to get your ads seen by the right people online?

Don't waste time and money on trial and error. Our Google Ads management service puts your advertising on autopilot, driving qualified traffic to your website and boosting conversions. Avoid increasing your ad budget!
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There Are (3) Types of Google Keywords for Google Ads

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Broad Match Keywords

Broad keywords can be a useful tool in your Google Ads campaign, but it's important to use them strategically. Here are some situations where they might be a good fit.
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Phrase Match Keywords

Phrase match keywords offer a nice balance between broad reach and targeted relevance in your Google Ads campaigns. Here's when they shine
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Exact Match Keywords

Exact match keywords are your secret weapon for laser-targeted advertising in Google Ads. Here's when they become the hero of your campaign.
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Broad Match Keywords

Broad keywords can be a useful tool in your Google Ads campaign, but it's important to use them strategically. Here are some situations where they might be a good fit:
  • Increase reach: Broad match casts a wide net, so it's a good way to get your ad in front of a larger audience, potentially including new customers who might not be using the exact terms you anticipate. This can be helpful in the early stages of a campaign when you're still figuring out how people search for your product or service.
  • Discover new keywords: Broad match can also help you uncover new long-tail keywords (more specific phrases) that you might not have thought of before. By monitoring your search terms report, you can see which broad match queries are converting and add them as phrase or exact match keywords to your campaign.
  • Limited budget: If you have a limited budget, broad match keywords can help you stretch your dollars further by allowing you to reach more people with a single keyword. However, it's important to monitor your campaign closely to make sure you're not wasting money on irrelevant clicks.
Here are some things to keep in mind when using broad match keywords:
  • Close monitoring: You'll need to closely monitor your search terms report to see which queries are triggering your ads. This will help you identify irrelevant searches and add negative keywords to exclude them from your campaign.
  • Less control: Because broad match allows for a wider variety of searches, you have less control over who sees your ad. This can lead to clicks from people who are not interested in what you have to offer.
  • Combine with other match types: Broad match works best when used in conjunction with other keyword match types, such as phrase match and exact match. This allows you to target a broader audience while still maintaining some control over who sees your ad.
By understanding the pros and cons of broad match keywords, you can decide when they are the right fit for your Google Ads campaign.

Phrase Match Keywords

Phrase match keywords offer a nice balance between broad reach and targeted relevance in your Google Ads campaigns. Here's when they shine:
  • Finding interested audiences: Phrase match lets you capture searches that include your core keywords but also have additional words before or after. This is ideal for targeting users who are clearly interested in your product or service but might use slightly different phrasing. For example, with "running shoes" (phrase match), your ad could show for "best running shoes for women" or "buy running shoes online."
  • More control than broad match: Compared to broad match, phrase match gives you more control over who sees your ad. Irrelevant searches with completely different meanings are less likely to trigger your ad, reducing wasted clicks.
  • Capture variations and long-tail keywords: People don't always use the exact same keywords. Phrase match helps you capture these variations while still maintaining the core meaning of your keyword. It can also snag long-tail keywords you might not have anticipated, offering valuable insights into user search behavior.
  • Complement exact match: Phrase match is a great companion to exact match keywords. You can use exact match for very specific, high-intent searches and phrase match for broader variations that still indicate strong interest.
Here are some situations where phrase match might not be the best fit:
  • Highly specific searches: If you have very specific keywords in mind and only want your ad to show for those exact searches, then exact match is the way to go.
  • Limited budget: While phrase match offers more control than broad match, it can still expose you to a wider range of searches. If you have a very tight budget, you might want to prioritize exact match keywords for maximum control over your ad spend.
By incorporating phrase match strategically, you can effectively target relevant users who are actively searching for what you offer, leading to potentially higher click-through rates and conversions.

Exact Match Keywords

Exact match keywords are your secret weapon for laser-targeted advertising in Google Ads. Here's when they become the hero of your campaign:
  • High-intent searches: When you know exactly what keywords people use with high purchase intent, exact match is your best friend. Target those specific phrases to get your ad in front of users who are most likely ready to convert, whether it's "buy red running shoes men's size 10" or "urgent legal consultation."
  • Maximum control: Exact match offers the ultimate control over who sees your ad. Your ad will only trigger for searches that precisely match your keyword, or close variations of it (like singular/plural versions or misspellings). This minimizes irrelevant clicks and keeps your budget focused on highly qualified leads.
  • Brand protection: Running a brand awareness campaign? Exact match lets you ensure your ad shows whenever someone searches for your brand name or specific product names. This protects your brand image and steers potential customers directly to you.
  • Complement other match types: Exact match isn't meant to be used alone. It works best alongside other match types like phrase match for a well-rounded strategy. Exact match handles those super specific searches, while phrase match captures some variations.
Here are some things to consider when using exact match keywords:
  • Lower reach: The flip side of tight control is a smaller audience. Exact match keywords might not reach as many people as broader options.
  • Monitor for missing queries: Since exact match is so specific, you might miss out on relevant searches with slightly different phrasing. Regularly monitor your search terms report to identify valuable long-tail variations you can add as phrase match keywords.
  • Limited discovery: Exact match might not help you discover new keywords as readily as broad match. However, you can use search term reports from other match types to inform your exact match selections.
By strategically incorporating exact match keywords, you can maximize your return on ad spend by targeting users with the highest purchase intent and ensuring your ad reaches the right people at the right time.

Google Ads Goals

Targeted Campaigns, Keyword Mastery, Landing Page Optimization

Generate Leads/Sales

This is a common goal for many businesses. Track conversions on your website, such as signups for a free trial or purchases made. By setting up conversion tracking, you can see how many clicks from your ads lead to sales and optimize your campaigns accordingly. Dont increase your budget until fully optimized
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Increase Brand Awareness

This goal is ideal if you're launching a new product or service, or want to reach a wider audience. You can target your ads to people who are searching for keywords related to your business, even if they're not necessarily ready to buy yet. By driving traffic to your website, you introduce customers to your brand!
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Improve Brand Engagement

This goal goes beyond just website traffic. Get more people following you on social media, watching your videos. Google Ads allows you to target users who have already shown interest in your brand, or who are similar to your existing customers. This can help you nurture existing leads and build stronger brand loyalty.
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