Understanding Google Ads’ exact match keywords is essential for advertisers aiming to refine their targeting strategies. Over the years, Google has adjusted how exact match functions, making it more flexible while still allowing for precise audience reach. This guide will explore its evolution, best practices, and the role of negative keywords in optimising ad performance.
As part of our weekly Search Engine Land series, “Everything You Need to Know About Google Ads in Less Than 3 Minutes,” we break down key features of Google Ads every Wednesday. The goal is to help advertisers make informed decisions with quick, digestible insights.
This week’s focus is on exact match keywords—how they function today and what advertisers should be aware of when using them. While the concept may seem straightforward, there are nuances that can impact campaign success.
To provide a comprehensive understanding, we’ll cover several key areas, including:
- The definition and role of keywords in Google Ads
- Different keyword match types: Broad, Phrase, and Exact
- How exact match keywords have evolved over time
- The best scenarios for using exact match targeting
- Why negative keywords are crucial for refining ad reach
By the end of this guide, you’ll have a clear grasp of how to effectively use exact match keywords, avoid common pitfalls, and enhance your campaign’s efficiency.
What are keywords in Google Ads?
Before diving into the details of exact match keywords, it’s important to understand the role of keywords in Google Ads.
In the context of Google Ads, keywords are specific words or phrases that advertisers select to signal when they want their ads to appear. These keywords help Google determine when to display an ad based on user searches.
On the other hand, search queries refer to the actual terms that users type into the Google search bar. When a user’s search query aligns with one of the keywords in an ad account, the ad becomes eligible to appear in search results. Understanding the difference between keywords and queries is essential for optimising ad targeting and ensuring better campaign performance.
Keyword match types in Google Ads: Broad, Phrase, Exact
Your keyword match type plays a crucial role in determining which search queries trigger your ads. It helps communicate to Google how closely a user’s query should align with your chosen keyword.
Broad match keywords allow your ads to appear for searches that are related to your keyword, even if the wording is different. This provides the widest reach but may also show ads for less relevant queries.
Phrase match keywords target searches that include the meaning of your keyword, offering a balance between reach and relevance. Your ad may appear even if the search includes additional words before or after the phrase.
Exact match keywords ensure your ads are shown only when the search query has the same meaning as your keyword. This offers the highest level of control over when your ads appear.
If no match type is specified, Google applies broad match by default, meaning your ads may appear for a wider range of searches related to your keyword.
The evolution of exact match keywords
If the definitions of keyword match types seem unclear, you’re not alone. In the past, exact match functioned literally—your ad would only appear if a user’s query precisely matched your keyword. Minor variations, such as misspellings or plural forms, were included, but nothing beyond that.
However, Google made subtle changes around 2021, making all match types, including exact match, more flexible. Now, instead of requiring an exact word-for-word match, Google considers whether a query shares the same intent or meaning as your keyword.
For instance, if you used the exact match keyword [tissue box] in 2019, your ad would appear for a search like “tissue boxes” but not for “Kleenex box.”
Today, with the same exact match keyword, your ad could be triggered by searches like:
- Kleenex box
- Tissue box cover
- Toilet paper holder
- Square tissue box
- Wood Kleenex box cover
These variations, known as “close variant” matches, are recorded in your search terms report. While this expanded flexibility can increase visibility, it also requires careful monitoring to ensure ad spend is directed toward relevant queries.
When to use exact match keywords
You might be wondering, “How is this still considered exact match?” And that’s a fair point. However, this shift in how exact match works isn’t necessarily a negative change.
Looking at it positively, the expanded exact match allows your ads to appear for a broader audience searching for similar terms, while still maintaining more control than broad or phrase match. This means your ads can reach potential customers who may not have used your exact keyword but have the same intent.
For newer advertisers or those working with smaller budgets, exact match keywords can be a smart choice. While they don’t provide absolute control over search queries, they still offer the highest level of precision available within Google Search campaigns.
The power of negative keywords
Even with exact match keywords, your ads may still appear for searches that don’t align with your goals. This is where negative keywords come in. By adding specific words or phrases as negative keywords, you can prevent your ads from showing for irrelevant searches.
For instance, if you’re selling tissue boxes but notice your ads appearing for searches like “toilet paper holder,” you can add “toilet paper holder” as a negative keyword. This ensures your ad won’t be triggered by similar searches in the future.
Negative keywords also have match types, just like regular keywords. If you use an exact match negative keyword like [toilet paper holder], it will only block searches that match it exactly. However, if someone searches for “bathroom paper holder,” your ad may still appear.
To refine targeting further, many advertisers prefer phrase match negative keywords. In this case, adding “toilet” as a phrase match negative keyword would prevent your ad from appearing in any search query that contains the word “toilet.” This approach helps filter out a broader range of irrelevant searches while maintaining flexibility.
Over time, Google’s match type rules have evolved, making it even more important to monitor how your keywords perform. Negative keywords remain one of the most effective tools for refining your ad targeting and improving return on investment.
Regardless of the match type you choose, it’s crucial to use negative keywords strategically. Regularly reviewing your search terms report will help ensure your ads reach the right audience while minimising wasted ad spend.
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