Everyone can agree on the importance and impact of keyword match types when it comes to building a successful Google Search Campaign. The keywords you pick, and what those keywords do is going to be a defining characteristic of your campaign. Whether the goal of your efforts is to increase lead volume, drive new customer acquisition, or just improve the return on ad spend for a retail client looking to sell their products, you need to choose the right keywords, and that means setting the right match types.
If and when these Broad-Match keywords are right for you is a question that everyone continues to debate before implementing. While it's widely accepted that adding negative keywords will improve performance, or that adding assets to campaigns will generate improvements in down funnel metrics, Broad Match is often at the bottom of the list when it comes to changes made to improve campaigns or additions to standard best practices. Only 62% of advertisers use Broad Match as a primary match type. A lot of this hesitancy comes from the complications that arise from testing Broad-Match keywords. In many cases, this is merited. Nobody wants to add broad-match keywords and suddenly see their spending skyrocket without seeing improvements down the line.
The main reason Google promotes adding Broad Match to your campaigns is that they are the distilled version of “set it and forget it”. Their purpose is to do everything other keywords in your campaigns are doing, and more. None of this happens in a bubble. Since their release in 2019, Broad-Match keywords have gone through numerous iterations, and will likely continue to be improved and changed in the future, just as frequently.
But just like it's practically a fact of life that your Google Rep will recommend adding Broad Match to all Google campaigns your team is running, it’s pretty much guaranteed that when you look for information on these fancy new tools, you’ll find the same advice: “While they may attract a larger audience, they can also generate less targeted traffic. It’s essential to monitor the performance of your Broad-Match keywords and refine your campaign to ensure it reaches the right audience.”
This is to say, “Add these fun new keywords, let them do their thing, but also don’t take your eye off the ball!” And honestly, it is good advice, but also, not that helpful for busy marketers looking to make constant improvements to their campaigns that they know will generate results. No one wants to test a new tool for months and either:
- A: Find that it didn't have much of an impact, and accept Broad-Match Keywords as a new norm that we just “have to deal with”.
- Or B: Reject change altogether.
The good news is, there’s a third option here. The thing that often gets overlooked is that Broad-Match keywords aren’t the real tool here, it's Broad-Match Search Terms that are doing all the heavy lifting.
What Are Keyword Match Types?
First, a quick primer on match types. Keyword match types in Google Ads allow advertisers to control which searches trigger their ads. The three main match types are:
- Exact Match: Ads are triggered when a user’s search query matches the keyword exactly or is a close variant (e.g., plurals, misspellings). Exact Match provides the most control but also limits reach. In our test, Exact-Match keywords comprise 48% of Spend.
- Phrase Match: Ads show when a user’s search includes the keyword as a phrase, often in combination with other words before or after. This gives a balance between reach and control, making it a versatile option. In our test, Phrase-Match keywords comprised 29% of Spend.
- Broad Match: The most inclusive match type, Broad Match allows your ads to appear for any searches that are related to the meaning of your keywords, including synonyms and related terms. It offers maximum reach but comes with the risk of appearing for irrelevant searches. In our test, Broad-Match keywords comprised 23% of Spend.
Note: Broad-Match keywords were rolled out in July 2019.
Understanding Search Term Match Types
Search terms are the actual queries that users enter into Google, which can trigger your ads based on your chosen keyword match types. The distinction between search terms and keywords is essential because keywords are what you bid on, while search terms are what users type. Broad Match, in particular, often matches with search terms that may not be obvious based on the keyword itself.
The three main match types, just like in keywords, fall under Exact, Phrase and Broad.
- Exact Match Search Terms: Typically generate the strongest CPC’s, 31% better than the average
- Phrase Match Search Terms - Typically generate CPC’s closest to the average, within 12%.
- Broad Match Search Terms - The search terms with the greatest spread in terms of volume and coverage will have CPC’s that are typically around 40% worse than the average of all three match types.
However, the relationship between keywords and search terms is not 1 to 1. Over the course of our experiment, we found the following results reflected in the amount of spend across match types.
When you look at your keyword spend from this perspective, it’s clear that Broad-Match Keywords are also delivering Phrase-Match search terms. This overlap clouds the true performance of Broad Match tests like ours and can cause issues down the line when it comes to having less control over the terms you show for after potentially replacing Phrase Match strategy with a simpler all-encompassing Broad Match strategy.
Google's Hierarchy of Match Types
Google has its own hierarchy when it comes to match types. When you have multiple match types in the same ad group or campaign, Google tends to prioritize them in the following order:
- Exact Match
- Phrase Match
- Broad Match
Even though it’s ranked last here, Broad Match has become more powerful, thanks to Google’s advancements in machine learning and automation, and can sometimes compete with Phrase and Exact-Match keywords in unexpected ways. This shift is important to understand because it can impact how your ads are delivered and how your budget is spent.
Here’s Google's official hierarchy:
1st Priority: Exact-Match keywords that are identical to the search (For the search term "skydiving license", the identical* exact keyword [skydiving license] is prioritized over any other keyword.)
2nd Priority: Phrase- and Broad-Match keywords that are identical to the search. For the search term "skydiving license", the identical* phrase keyword “skydiving license” is prioritized over the phrase keyword “skydiving”.
3rd Priority: AI (artificial intelligence) based keyword prioritization The search term "skydiving certifications near me" could match to keywords in several ad groups, some of which may be more relevant, such as “skydiving license,” and others may be less relevant, such as “skydiving courses for beginners”. In this case, only the most relevant Broad-Match keywords from the most relevant ad groups are considered.
Confused? Don’t worry, I’ll explain. The first round probably makes sense to you, but I’m sure 2nd Priority is where things seem weird. Well, I have good news, Google may say “Phrase AND Broad Match” Keywords in the first part, but they don't mention Broad-Match keywords anywhere in the example!
Broad Match: The Unexpected Competitor
One of the biggest concerns with Broad Match is that it can deliver ads for search queries that Phrase and Exact-Match keywords should ideally capture. For example, if you have a Phrase Match keyword like “running shoes,” Broad Match could trigger your ad for similar searches, potentially eating into the performance of your Phrase Match keyword.
This is particularly frustrating because it blurs the lines between match types, making it harder to control your campaign performance. Instead of letting Phrase Match do what it’s designed to do—targeting specific, relevant search queries—Broad Match can overshadow it, leading to wasted spend and reduced efficiency.
How Do We Even The Playing Field? A New Hierarchy
This is where all that overlap comes in! Based on the results of multiple tests, it’s clear that Broad-Match Keywords sit above Phrase-Match keywords in the hierarchy, and that Phrase-Match search terms are more likely to deliver for Broad-Match keywords than Phrase-Match keywords when both are present in a campaign.
Here’s a more thorough approximated hierarchy, based on recent tests we’ve made at our agency.
| Rank | Keyword | Search Term |
| 1st | Exact | Exact |
| 2nd | Broad | Exact |
| 3rd | Phrase | Exact |
| 4th | Broad | Phrase |
| 5th | Phrase | Phrase |
| 6th | Broad | Broad |
Now what's the problem with this? Isn't it easier to just use Broad Match and remove Phrase Match altogether? Well, yes it is easier, but easier doesn’t mean better. At least not always.
Making Better Strategy Easier
Here’s the exciting part: Thanks to automation, we can actually create our own hierarchy—a reimagined version of what Google initially promised. This allows us to build Broad Match Ad Groups that focus on delivering more Broad Match search terms, while still keeping Exact and Phrase search terms covered by a best practice strategy that combines both.
There are two ways to implement this: manually or with a hands-free approach using Google Ads Scripts.
First, you’ll want to set up your search campaigns with one primary campaign, broken into multiple ad groups that align with your client’s objectives. For example, if we’re working with a retailer selling apparel, we might set up a campaign focused on acquiring new customers, with different ad groups for various categories—like coats, pants, and shirts.
In this scenario, we would also create parallel Broad Match ad groups for each category:
- Coats > Broad
- Pants > Broad
- Shirts > Broad
Next, you’ll assign your keywords to both the control ad group and the Broad ad group as follows:
For the control ad group, you might have keywords like:
Exact-Match Keywords
- Skinny Jeans
- Slim Fit Jeans
- Wide Jeans
- Boot Cut Levi’s Jeans
- Bootcut Wrangler Jeans
Phrase-Match Keywords
- Skinny Jeans
- Slim Fit Jeans
- Wide Jeans
- Boot Cut Levi’s Jeans
- Bootcut Wrangler Jeans
For the Broad Match ad groups, you’ll want to start with a limited set of keywords to test how effective they can be. In this case, the equivalent Broad-Match keyword might be simply:
Broad-Match Keyword
- Jeans
Of course, you’ll adjust this based on your own needs, but the idea here is to start simple and let Broad Match do the creative heavy lifting.
Now, you might be wondering: what’s going to stop our Broad Match test from delivering the same search terms as our control group?
We’ll use negative keywords to ensure that our Broad Match search terms cover new ground and don’t overlap with what’s already being captured by the control group. You can either manually add Phrase Match negatives for all search terms delivered by the control group over the last 30 days, or you can set up a Google Ads Script to handle this for you.
The script will need to do a few key tasks:
- Pull a 30-day Search Term report for the Control Ad Group.
- Pull a 30-day Search Term report for the Experiment Ad Group.
- Compare the two and add any search terms from the Experiment group that were also delivered by the Control group as Exact Match negatives to the Experiment Ad Group.
Over time, this process will ensure that your Broad-Match keywords aren’t overlapping with your Control Ad Group, allowing you to manage metrics like ROAS or CPA for the Experiment Ad Group independently.
How Long Should the Test Last?
We recommend checking the performance of your ad groups frequently, if not daily within the first two weeks of testing in order to ensure a clear-cut test is in progress. After confirming proper setup and sufficient spend, It’s ideal to give the test at least 60 days of performance data before making a determination. Of course, this timeframe will vary depending on factors like industry, vertical and maturity rates for conversion data.
The Ideal Scenario: Letting Broad Match Do Broad Match Things
The ideal campaign setup will allow Broad-Match keywords to do what they’re meant to do: expand your reach and help you discover new, valuable search terms that you might not have thought to target. If Broad Match is stepping on the toes of your Phrase or Exact-Match keywords, it’s not performing optimally.
Broad Match should be reserved for finding new opportunities, not replacing the precision of Phrase or Exact Match. To achieve this, you’ll need to take proactive steps to ensure that Broad-Match keywords aren’t cannibalizing your other match types.
Results You Want to See
In an ideal world, Broad Match should deliver new search queries that your Phrase and Exact-Match keywords aren’t capturing. You should see a balance where Broad Match expands your horizons, helping you discover new keywords and audiences, while Phrase and Exact Match continue to perform as your high-precision, high-conversion options, and shouldn’t show a decrease in spend as soon as you set Broad Match live.
Broad-Match keywords should deliver incremental results without taking over the role of your Phrase or Exact-Match keywords.
Results You Don't Want to See
On the flip side, if Broad Match is delivering search queries that are better suited for your Phrase or Exact-Match keywords, and you aren’t seeing a parallel increase in Broad Match spend at the Search Term level, you may start to see a decrease in performance. For example, if your Broad-Match keywords are driving traffic that your Phrase-Match keywords should have captured, you could see lower CTRs, higher costs, and a dilution of your campaign’s effectiveness.
You don’t want Broad Match to completely replace your more targeted match types. Instead, it should complement them, bringing in new opportunities that you can later refine with Phrase and Exact Match.
Letting the Algorithm Work for You
One of the biggest advantages of Broad Match is its ability to leverage Google’s machine learning algorithms. These algorithms are constantly evolving, which means that Broad Match is getting better at understanding user intent and matching your ads with relevant searches.
By letting the algorithm do the heavy lifting, you can uncover new keyword opportunities and reach potential customers that you might not have considered targeting. This is particularly valuable for identifying suddenly emerging search trends that aren’t yet part of your campaign strategy. As humans, we can’t expect to know everything that’s coming down the pipeline as soon as a move is made. We can use Broad Match as our safety net through the optimized campaign setup we’ve laid out for your team.
Best Practices for Testing Broad Match
If you’re planning to test Broad Match, here are a few best practices to keep in mind:
Do:
- Test Broad Match in a controlled environment.
- Create distinct control and experiment sets for your test.
- Be patient and allow the data to mature before making decisions.
- Use automation, such as scripts, to manage search terms and negative keywords.
- Feel comfortable removing Broad-Match keywords if they’re not delivering the desired results.
Don’t:
- Set it and forget it. Broad Match requires ongoing monitoring and adjustments.
- Mix up your experiment and control groups. Keep your test setup clear and distinct.
- Panic after a short-term test. Allow enough time for data to accumulate.
- Avoid change. Google is constantly updating Broad Match, so be open to testing and iterating your strategy.
- Remove your Phrase and Exact Match settings. Broad Match should complement, not replace, your other match types.
Broad Match Is Evolving—So Should You
Over the past three years, Google has made at least four major updates to Broad Match, and more are certainly on the way. These changes are driven by advancements in machine learning, which means that Broad Match will continue to evolve and become more effective at matching your ads with relevant searches.
As Google continues to refine its algorithms, there will be even more opportunities to test Broad Match and find new ways to optimize your campaigns. Don’t be afraid to experiment with Broad Match, but also be prepared to make adjustments based on the results.
In the end, Broad Match can be a powerful tool for expanding your reach and discovering new keyword opportunities. By using automation, monitoring your search terms, and staying flexible, you can make the most of Broad Match without letting it take over your campaigns.
Want to see how Broad Match can strengthen your campaigns? We’d be happy to dig in and discuss strategies. Reach out to us using our contact form or connect with us on LinkedIn.