If you’re using Google Adwords to drive traffic and sales to your website, your have to master phrase match google ads in order to get your keyword targeting right. One of the most important aspects of this is choosing the right match type for your keywords. While there are several match types available, in this article, we’ll focus on phrase match and provide six important tips to help you master it.
If you’re running a business, understanding the different types of keywords in Google Ads is essential.
When it comes to running successful ad campaigns, understanding the nuances of different match types is crucial. Using a broad match modifier keyword, for example, can help you reach a wider audience without sacrificing relevance. Keyword matching is also important, as even slight variations for a search term can make a big difference in the success of your campaign. By analyzing the search terms report, you can identify keywords that are performing well and adjust your strategy accordingly.
Additionally, being familiar with different match types in Google Ads, such as exact keyword and negative phrase match, can help you fine-tune your campaigns and achieve more targeted results. Both Facebook Ads and Microsoft Ads offer a variety of different keyword match types and negative keyword match types to choose from, so it’s important to carefully consider your options and choose the ones that best align with your campaign goals. Finally, adding additional words and phrases to your broad match type can help you capture a wider range of relevant searches.
What is Phrase Match in Google Ads?
Phrase match is a keyword match type in Google Ads that allows your ads to show for search queries that contain your chosen keyword phrase, in the exact order that you specify. The query can also contain additional words before or after the phrase. For example, if your keyword phrase is “luxury watches,” your ad could show for search queries like “buy luxury watches” or “luxury watches for men.”
Anyone in need of advertising on Google Shopping, understanding the different match types is crucial for success. In addition to broad match and exact match, Google also offers phrase match and modified broad match.
With phrase match, your ads will show up for searches that contain the exact phrase or close variations of it. Modified broad match allows you to specify certain keywords that must be included in the search query, but still provides some flexibility with other keywords. These match types can be applied at the ad group level, so it’s important to organize your ad group and carefully select your keywords to ensure the most relevant ads are being served.
By utilizing phrase match and modified broad match keywords strategically in your ad groups, you can reach a wider audience while still maintaining relevance and improving your click-through rate on Google Shopping.
Phrase match is more restrictive than broad match, which allows your ads to show for any search query that contains your keyword, in any order. However, it’s less restrictive than exact match, which only allows your ad to show for the exact keyword phrase you specify.
1. Do Keyword Research
The first step to mastering phrase match is doing thorough keyword research. Use keyword research tools such as Google Keyword Planner or Ahrefs to find relevant keyword phrases for your business. Consider the search volume, competition, and relevance of each keyword phrase.
Once you have a list of potential keyword phrases, group them into ad groups based on their relevance to specific products or services on your website. This will help you create targeted ads that are more likely to convert.
2. Use Broad Match Modifier
While we’re discussing phrase match, it’s important to mention broad match modifier. Broad match modifier is another keyword match type that allows you to target a wider range of search queries than phrase match, while still retaining some control over which searches trigger your ads.
To use broad match modifier, add a plus sign (+) before one or more keywords in your keyword phrase. For example, “+luxury +watches” would match search queries that contain the words “luxury” and “watches,” in any order, along with other words. This can be a useful way to capture a broader range of search queries while still maintaining some level of control.
3. Monitor Your Search Terms Report
It’s important to monitor your search terms report regularly to see which search queries are triggering your ads. This will allow you to identify any irrelevant queries that are wasting your ad spend and add them as negative keywords to prevent them from triggering your ads in the future.
Negative keywords are keywords that you specify in your Google Ads account that you don’t want your ads to show for. For example, if you’re selling luxury watches, you might want to add “cheap watches” as a negative keyword to prevent your ads from showing for searches related to budget watches.
4. Don’t Use Phrase Match for Exact Keywords
If you’re already using exact match keywords, there’s no need to also use phrase match for the same keyword. Exact match is more restrictive than phrase match, so your ad will already be showing for any search queries that contain your exact keyword phrase.
Using both exact match and phrase match for the same keyword can lead to your ads showing for irrelevant searches, which can lower your ad relevance and decrease your click-through rate.
5. Use Negative Phrase Match
In addition to negative keywords, you can also use negative phrase match to prevent your ads from showing for search queries that contain specific phrases. To use negative phrase match, add quotation marks around the phrase you want to exclude.
For example, if you’re selling luxury watches but don’t want your ads to show for search queries related to “lower-priced watches”, you can add “cheap” as a negative keyword. This ensures that your ad won’t appear for any search queries that include the word “cheap.”
Negative keywords can also be used to exclude irrelevant traffic from your ads. For instance, if you’re selling sports shoes for men, you may want to exclude traffic from women searching for shoes. In this case, you can add “women’s shoes” as a negative keyword to your campaign.
It’s essential to monitor your search terms report regularly to ensure that your ads are being triggered by relevant keywords. By analyzing your search terms report, you can identify any irrelevant queries and add them as negative keywords to your campaign.
6. Utilize Different Match Types
Google Ads offers three primary keyword match types: broad match, phrase match, and exact match. Each match type has its own unique advantages and disadvantages.
Broad match keywords will trigger your ads for any search query that Google deems relevant to your keyword. This match type offers a broad reach but can lead to irrelevant clicks and impressions.
Phrase match keywords will trigger your ads for search queries that include your keyword in the exact order you specified. This match type offers a balance between broad reach and precision.
Exact match keywords will only trigger your ads for search queries that exactly match your keyword. This match type offers the highest level of precision but can limit your reach.
It’s essential to use a combination of different match types in your campaigns to ensure that your ads are being triggered by relevant queries while still reaching a broad audience. You can also use broad match modifier and negative keyword match types to refine your targeting further.
7. Optimize for Close Variants
Close variants are variations of your keyword that Google considers to have the same meaning. For instance, “running shoes” and “shoes for running” are considered close variants.
Google Ads now automatically includes close variants in all keyword match types, including exact match. This means that your ads may appear for search queries that are not an exact match for your keyword.
While this may lead to some irrelevant clicks, it can also increase your reach and lead to more conversions. To optimize for close variants, you can include variations of your keyword in your ad copy and landing page.
Conclusion
Mastering the different types of keyword match types is crucial to running a successful Google Ads campaign. Utilizing the right match types for your ad groups and campaigns can help you reach your target audience, maximize your budget, and drive conversions. By understanding the nuances of broad match, phrase match, and exact match types, as well as utilizing negative keywords and other modifiers, you can create highly targeted and effective campaigns.
And with features like Dynamic Search Ads and Bing Ads, there are even more opportunities to reach your audience and drive results. So take the time to do your keyword research, experiment with different match types, and continuously optimize your campaigns for success.
