Understanding The Difference Between Broad Match And Phrase Match In Google Ads

When it comes to pay-per-click (PPC) advertising on platforms like Google Ads, one of the key decisions you’ll make is determining which match type to use for your keywords. Google offers several options for how you can manage keyword targeting, and two of the most popular are broad match and phrase match. While each plays a different role in search engine marketing (SEM), understanding their strengths and weaknesses is important for ensuring you’re getting the most value out of your ad campaigns.

What is Broad Match?

Broad match is the default and the most expansive keyword match type offered by platforms like Google Ads. In essence, it matches your ads to searches containing any variations of your keywords, including synonyms, related searches, plural forms, misspellings, and even terms that Google considers to be contextually similar. This makes broad match the most flexible option when it comes to targeting search queries.

For example, if you are targeting the broad match keyword “running shoes,” Google might show your ad to users searching for:

• running shoes
• buy sneakers
• footwear for running
• jogging sneakers

Since Google’s algorithm is constantly evolving, it attempts to understand the intent of searchers and not just the specific terms they use. Consequently, broad match is a great way to widen your reach. However, it can also be risky if not carefully managed, as your ads could end up showing for irrelevant searches—leading to wasted ad spend.

What is Phrase Match?

Phrase match offers more control compared to broad match but still maintains some level of flexibility. When you use phrase match, your ad will only trigger for searches that include your target keyword in the same order you specify, though other words can appear before or after.

For example, a phrase match for the keyword “running shoes” might show ads for searches like:

• best running shoes
• running shoes for women
• discount on running shoes
• top-rated running shoes

On the other hand, your ad wouldn’t trigger for searches like:

• shoes for running a marathon
• track and field shoes
• running gear and shoes

Phrase match provides a balance between reach and control, allowing you to target relevant queries more precisely while still leaving room for variations. Because the matching is stricter than broad match, it reduces the risk of showing ads for irrelevant queries, thereby improving click-through rates (CTR) and potential conversion rates.

Pros and Cons of Broad Match

Advantages:

• Wider Audience Reach: Broad match gives you the ability to show ads on a larger variety of searches, even when your keyword is not explicitly used.
• Possibility to Find New Keyword Markets: Because broad match captures a wide range of searches, it can help you discover new, high-performing keyword opportunities that you might not have considered initially.
• Simplified Campaign Management: Since broad match casts a wider net, you don’t necessarily need to manage long lists of keyword variations.

Disadvantages:

• Irrelevant Impressions and Clicks: The lack of control with broad match could mean your ad shows for searches that don’t align with your business or target audience, leading to wasted ad spend.
• Lower Conversion Rate: Because broad match casts such a wide net, its exposure to irrelevant audiences can result in a lower conversion rate overall.
• Higher Risk of Budget Burnout: If not closely monitored, your budget could rapidly deplete due to irrelevant clicks brought on by less specific targeting.

Pros and Cons of Phrase Match

Advantages:

• Greater Precision: Phrase match ensures your ads are served to people who are more likely searching for something related to your offering, improving CTR and conversion rates.
• Less Wasted Spend: With increased precision, phrase match reduces the chances of your ad appearing for irrelevant searches.
• Increased Relevance: Users are more likely to find the ads they see compelling, reducing the chances of bouncing from your landing page.

Disadvantages:

• Potential Missed Opportunities: While phrase match provides precision, it might overlook relevant searches that contain synonyms or variations that are semantically correct, missing potential traffic.
• Narrower Reach: Because you need the search query to match your keywords more closely, your ads will reach fewer users compared to broad match.

When to Use Broad Match

Broad match can be beneficial in several scenarios:

1. Campaign Launch: If you’re starting with a limited understanding of what keywords work best for your business, broad match can help you gather data quickly. It helps you gauge a wider range of search queries and refines your strategy over time. Once you’ve gathered enough data, you can transition to more specific match types.
2. Increasing Brand Awareness: If you’re primarily aiming to reach as many users as possible to build brand awareness, broad match is a helpful tool. It gets your message in front of a larger audience, even extending into search queries not strictly tied to your target keywords.
3. Identifying Negative Keywords: While broad match can expose your ads to unrelated searches, it also gives you an opportunity to identify search terms that definitely do not match your business. You can then add negative keywords to prevent your ads from showing for those terms again in the future.

When to Use Phrase Match

Phrase match is ideal for situations where precision is more important than sheer reach. Consider using phrase match in the following cases:

1. Focusing on Conversion: If your goal is to drive qualified traffic that is more likely to convert, phrase match can be a better choice. Since it's more restrictive, your ads are shown to users who are genuinely interested in what you offer.
2. Targeting Long-Tail Keywords: Long-tail keywords tend to describe more specific user intents. If your strategy involves targeting highly-specific search queries, phrase match offers the necessary control.
3. Limited Budget Campaign: If you’re working with a tight budget, phrase match will help you avoid wasting money on clicks from users who aren’t part of your target audience. Since your ads will appear on more relevant searches, you’re likely to see a higher return on investment (ROI).

Key Differences Between Broad and Phrase Match

Here’s a quick comparison of broad match and phrase match:

Which Should You Choose?

In practice, most businesses can benefit from using both broad match and phrase match in their advertising strategy. Utilizing both match types strategically allows you to maximize reach while ensuring relevance for critical campaigns.

When starting out, it’s often a good idea to set up a combination of broad and phrase match keywords and closely monitor the results. You can then adjust your strategy, add negative keywords, or refine your keyword match types based on performance metrics like click-through rates, cost-per-click, and conversion rates.

For more information on keyword match types and how to optimize your PPC campaigns, be sure to explore Google's detailed documentation on Google Ads match types and learn from their expert insights.