A Guide to Ads Keyword Match Types [Guide]
Google Ads keyword match types inform Google when and where to show your ads in the search results. Google keyword match types also help you to determine which searches cause your ads to appear in results.
Hallam’s Martin Jones has published ‘A guide to Ads keyword match types’.
Jones says, “It is vital to a PPC campaigns performance that the correct match types are used to target search terms. Incorrectly targeting your audience will directly damage your ROI. When using different keyword match types you need to consider your target audience on Google search.
The largest consideration that should play a part in which match type you select should be where is that target audience in the customer buying cycle. Are they close to the conversion stage or are they still in the discovery stage? If they are in the discovery stage how likely is it that they know exactly what it is they’re looking for? If they’re closer to the conversion stage they already know what they want, now they just want the best version of what they want.
You should also use a combination of these match types in your Google Ads account. Depending on where your campaign is in terms of targeting search terms will usually determine which match type is the most suitable”.
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