Perhaps the most important task in launching your Google ad campaigns is building a tailored and relevant keyword list. Selecting the right words will allow your ads to be shown to the right customers. To do this, you need to have a solid understanding of your target customers. Try to lend perspective and see which words would get them to click the ads and get them to your website. Make sure to do a lot of research, list out the words, and order them based on their popularity and competitiveness using the Google Keyword Planner.
Upon launching your Google search ads with the list of keywords you’ve collected, you can choose a keyword match type to tell Google how aggressive you want them to match your ads to the keyword searches. There are three major types: broad match, phrase match, and exact match.
Broad Match: This is the default match type and as the name suggests, it reaches the widest audiences. Your ads will appear whenever a user types in any of your keywords in the search query. This could be in any order and even includes synonyms. While this is good to turn on whenever your ads aren’t receiving enough impressions, your ads may also be shown alongside irrelevant topics.
Phrase Match: Keywords with a phrase match type offer a bit more control over the broad match types. Your ads will appear when a user types in your keywords in the search query in the same order. However, the key difference is that users can add other words either before or after your keyword phrase and your ads will still appear. This is useful for any advertisers wanting to move past just the brand awareness phase and would like to receive qualified leads.
Exact Match: These keywords are the most specific and restrictive of all the keyword match types. Your ads will only appear when a user types in the exact keywords or phrases in the search query. There’s no room for extra words and even if the advertiser types in the same keywords in a different order, your ads won’t appear. Exact match types are recommended only if you are looking for people who have intentions to convert.