This is the third article in our series of updates and insightsPaid Advertising 101 and Paid Advertising Key Featuresproviding a bit more detail on broad, phrase, and exact keyword match types.

Nisa Ayral, Digital Advertising Specialist

Broad Match

Broad Match ads show on searches that are related to your keyword, including searches not containing the keyword terms. Broad Match includes misspellings, synonyms, related searches and other relevant variations.

Example:

  • Your organization rescues, rehabilitates and rehomes homeless pets in California.
  • The keyword adopt a dog near me could show on searches such as how to adopt a dog, adopt a dog Arizona or pet adoptions.

Pros: Broad Match is more likely to generate significant clicks to your website.

Cons: There is a lower  chance of conversion because the audience is not as targeted and may find your organization/services irrelevant to what they were seeking. 

 

Phrase Match

Phrase Match ads show on searches that include a phrase and close variations of that phrase. Phrase Match puts quotes around your keyword (e.g., “California dog adoption”) to show a more specific form of the meaning. 

Example:

  • Your organization rescues, rehabilitates and rehomes homeless pets in California.
  • The keyword “California dog adoption” could show on the search California dog adoption near me.  

Pros: Maintains a high impression count and narrows down more than Broad Match, keeping away some irrelevant traffic and increasing chances of converting (you are paying for more relevant traffic). 

Cons: Drives less traffic than Broad Match while still not closely targeting people that are likely to convert.

 

Exact Match

Exact Match gives you the most control over who sees your ad, as it is the most specific. Exact Match is designated with brackets and includes an exact term or close variation of that phrase (e.g., [cat adoption]).

Example:

  • Your organization rescues, rehabilitates and rehomes homeless pets in California.
  • The keyword [cat adoption] could show for searches such as cat adoption, cat adoption near me, or adoption cats.

Pros: Because users are searching for an exact term, traffic that comes from Exact Match’s extreme targeting has the highest chance of converting. 

Cons: Lowest reach (significantly decreased impressions and clicks from your ad) out of all the match types because it is so specific and can have the highest CPC.  

 

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