Are you new to search engine marketing? Are you wondering what the difference is between broad match and phrase match? If so, then this blog post is for you! In this post, we’ll explore the differences between these two keyword match types and how they can help your search engine marketing campaigns.
Introduction to Broad Match and Phrase Match
In the world of Google Ads, two main keyword match types are used to target specific audiences: Broad Match and Phrase Match. Broad Match enables advertisers to reach a larger audience by targeting a variety of search terms that are related to the given keyword, whereas Phrase Match allows them to target more specific queries by limiting the search terms that would trigger their ads. Both match types have distinct advantages and should be used strategically as part of a comprehensive PPC campaign. In this section, we will delve into each match type in order to determine when each should be utilized for optimal performance.
What is Broad Match?
Broad match is a keyword match type that allows advertisers to reach a wide range of audiences by showing their ads to users searching for a specific string of words, regardless of the order of the words. Broad match uses a system of algorithms and modifiers to show ads to people searching for relevant terms and related searches. This type of match type allows more flexibility than other match types, as it helps broaden the reach of potential customers by expanding the keyword list and helping to capture more relevant search queries. Broad match can be an effective tool for getting more impressions and click-throughs, though it can also result in increased costs due to the broadened reach.
What is Phrase Match?
Phrase match is a type of keyword targeting used in Search Engine Marketing (SEM) campaigns. It allows an advertiser to target specific phrases that must appear in a user’s search query for the ad to be triggered. Unlike broad match, phrase match requires an exact phrase to appear in the search query, but it does not require that the exact phrase appears at the beginning of the query. This gives advertisers more flexibility and control over which queries will trigger their ads. In addition, phrase match can be used to target long-tail searches, which are typically more valuable than broad match searches.
Differences between Broad Match and Phrase Match
The difference between broad match and phrase match is significant, as each type of match type serves a different purpose. Broad match provides the widest reach, but phrase match is more precise and targets searches more accurately. For example, with broad match, an ad is eligible to appear when a customer searches words that are related to the keyword, while with phrase match, an ad will only appear when the customer searches for the exact phrase. Additionally, broad match reaches a larger audience, while phrase match reaches fewer, but more qualified customers. It is important to consider both types of matches when creating campaigns for optimal results.
Advantages of Using Broad Match
Advantages of using broad match keywords include the ability to reach a wider audience, as well as provide more data for Smart Bidding algorithms. Broad match will also populate your ad for searches where the keywords and phrases are out of order or if the phrase is split up. This flexibility can help you attract more potential customers who may be searching for your product or service but using different keywords. Additionally, broad match will match all the searches of equivalent phrase and exact match keywords, plus additional related searches. As such, it is often a useful tool in expanding your reach and visibility online.
Advantages of Using Phrase Match
Using phrase match offers a higher level of control than broad match. When using this keyword match type, your ad will only be visible to users who include the exact phrase you have specified in their query. This can be a great way to ensure that your ads are only seen by users who are seeking a specific product or service, which can help to reduce wasted impressions and clicks and increase overall ROI. Additionally, phrase match gives you the benefit of some versatility without sacrificing too much control.
When to Use Broad Match
Broad match is the default match type and allows for the widest reach when it comes to your ad campaigns. It is best used when you want to capture a large number of searches and have a more general approach towards targeting potential customers. This is ideal for businesses that are just starting out or are looking to expand their reach. Broad match also allows you to set a budget that is cost-effective, since it covers a larger range of search terms. If your goal is to increase brand awareness or generate more leads, broad match can be the perfect choice.
When to Use Phrase Match
When deciding when to use phrase match, you should consider the specificity of your desired search query. Phrase match is beneficial when you want to target users searching for an exact phrase or close variations of that phrase. This type of keyword match can help increase your click-through rate (CTR) or create ads featuring keywords that are more relevant to the searcher’s query. Additionally, phrase match is useful for filtering out irrelevant searches and unwanted impressions. For example, if you have a keyword such as “coffee shop”, you can use phrase match to ensure that your ads are only displayed when someone searches for the exact phrase or close variations of it.