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google search advertising

A Guide to Keyword Match Types

If you have run a Pay-Per-Click (PPC) Search Campaign on Google Ads, you most definitely had to choose a “Keyword Match Type”.

There’s no doubt it can be tricky and confusing.

As a business owner, your hope for Google Ads campaigns would be to show up for people who are actively searching for a business like yours with high intent to convert.

But how do you know if your keywords are working? Which keyword match type is right for you?

Note: There were a few updates in 2021. Click here to jump to this section.

Google Search & The Importance of Keywords

Keyword Match Types

Broad Match

Phrase Match

Negative Keywords

The Relationship Between Keywords & Landing Pages

Update – September 2021

Keyword Matching + BERT

User Search Queries Identical to Your Keywords

What if a User’s Search Isn’t Identical to Any of My Keywords?