What is Phrase Match Type?
Phrase match in Google ads refers to keyword matching through which the ad is shown only against searches that include the phrases that have meaning like the selected keyword on your ad. It allows advertisers to control the Google ad when it appears against a search query. It offers precise and accurate targeting and is quite popular among advertisers.
How does a phrase match type work?
To understand how phrase match type works, let’s assume you have added “tracksuit for girls” as your keyword, a user searches for the best tracksuit for girls or gym tracksuits for girls, your ad may appear to the user, despite different wordings or added words before or after the phrase. Since the meaning of the search query matches your keyword and is in the exact sequence, the ad will be shown to the user. However, if the user searches for “tracksuits for boys” or “girls suits” your ad won’t show to the user as the phrase’s meaning is different.
Benefits of phrase match
Phrase match in Google ads offers various benefits to the advertisers, which include
- Better targeting: phrase match allows you to reach the target audience with precision and relevance by ensuring that your ad appears to the high-intent searchers.
- Flexible: compared to broad reach and exact match types, the phrase match type is flexible in terms of variations in the words but not the meaning. It helps the advertisers reach a broader but relevant audience.
- Relevant clicks: The phrase match type targets the search queries that closely match your set keyword and are relevant to your product or service and help you drive the relevant clicks that are likely to turn into conversions.
- Increased return on investment: Since your ad appears to searchers likely to turn into conversions, the phrase match type increases return on ad investment and prevents you from spending on irrelevant clicks.
When to use phrase match?
Phrase match type is suitable for specific business goals and objectives, which advertisers should know to make an informed decision. Here’s when you can use phrase match type
- You want to reach a more targeted or relevant audience rather than a wider audience while remaining on a budget.
- It is a great choice for new businesses who want to experiment with the keywords without exceeding your budget.
- The intent or meaning behind the keyword phrase is more important to you to reach the targeted audience than the exact phrase match.
Keywords play a crucial role in digital marketing to reach the targeted audience and create brand awareness. Using the right keywords that match the search queries of the users is important for Google ads to provide effective results. With three different keyword match types, phrase type is considered a middle resort that doesn’t require an exact keyword match to target the audience nor matches with irrelevant keywords and displays ads to search queries that are irrelevant to your product or service.
