This article will introduce the types of match types, recommended settings, and examples of how changing to the recommended settings can improve results. If you are having trouble deciding which match type to use, please refer to this article.
*This example is for Google Ads. Also, starting in July 2024, partial match has been renamed to "intent match." There are no major changes in functionality, but if you would like to know more about the background to the name change, please see " Why was partial match in search ads renamed to 'intent match'? "
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Table of Contents [ Hide ]
What are keyword match types?
Match type types
Characteristics of broad match and why we recommend it
Benefits of using broad match
Partial match case study
Measures taken
result
summary
What are keyword match types?
Keywords are words or phrases used in paid ads to match your ads with the terms users are searching for .
If your keywords match the user's search terms, your ads will be included in the auction, and the keyword match type specifies how strict the match must be .
By using match types effectively, you can optimize the reach and accuracy of your ads, making it easier to use your advertising budget. Match types are generally used in combination depending on the campaign's objectives and strategy.
Match type types
There are three types of keyword match types. To give you a rough idea, they can be illustrated as in the image below.
1. Exact match
Your ad will appear on searches that have the exact same meaning or intent as your keyword
. Of the three keyword match types, exact match is the most targeted, but it will appear for fewer searches than phrase match and broad match.
2. Phrase match
Your ad will be displayed when searching for a search that contains the same meaning as your keyword . Even if the wording is different, it will be considered a match if it can be interpreted as the same meaning. Searches that include more specific information than your keyword will also be matched.
3. Partial Match
Your ads will appear on searches related to your keywords , including searches that don't include your exact keyword phrase.
For example, if you set the keyword "personal training gym," the search terms that are displayed will change depending on the match type:
Reference: About Keyword Match Types (Official Help Page)
Characteristics of broad match and why we recommend it
The basic differences between match types have been mentioned above, but with partial match, unlike phrase match and exact match, it is possible to deliver ads using "signals," so-called "data held by Google . "
Specifically, there are differences in the "signals" that can be used as follows. (The following signals are for Google Ads.)
For example, partial match also takes into account the "content of the landing page ," so even if a phrase is not included in the keyword, your ad will be displayed for search terms that are determined to match elements contained on the landing page.
In addition, by taking into account the user's past search behavior, you can determine whether the user is a good match for your company's services.
Reference: Various context-based signals (official help page)
Benefits of using broad match
Signals allow for more accurate ad russian girl number whatsapp delivery because not only the words used in a search but also other factors are used to determine whether or not an ad is displayed. This means that there are three benefits to using broad match.
Improved cost-effectiveness
You can allocate your budget to keywords that are more cost-effective within a set budget, and avoid wasting money on keywords that are not.
Expanding reach
In addition to the keywords you have set, you can reach new search terms that will lead to increased purchases of your company's products.
Save time
This saves you time from manually creating and managing huge keyword lists, allowing you to devote more time to tasks other than advertising operations, such as developing marketing strategies.
Reference: Promoting business growth with broad match and smart bidding (official help page)
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Partial match case study
However, there may be concerns that partial match may lead to a worsening of cost-effectiveness due to the expansion of distribution to unintended search terms. Therefore, this time we will introduce the results of actually increasing the proportion of partial match keywords in an account .
Measures taken
Over a three-month period that avoided peak periods, we gradually increased the proportion of broad match keywords as follows:
result
First, the CTR (click-through rate) increased and the CPC (cost per click) decreased for all campaigns . Although the CVR (conversion rate) decreased due to an increase in partial matches, the effect of the decrease in CPC was greater than that, and the CPA (cost per acquisition) also decreased.
*The increase in CTR also includes the effect of changing the ad copy at the same time.
Comparing by match type:
The results for each metric by keyword match type over a 30-day period after increasing the proportion of broad matches are as follows:
The two columns on the right show whether the broad match keywords performed well against exact match and phrase match.
[General Campaign]
The CPC was particularly low compared to exact match.
The CVR was also maintained at almost the same level a
