Swole Patrol . October 9, 2023.

Unleashing the Power of Keyword Match Types.

Keywords have long been a fundamental element of pay-per-click (PPC) advertising campaigns, allowing advertisers to target specific search terms and drive relevant traffic to their websites. However, with the ever-evolving landscape of search engine algorithms and the rise of keywords search, some marketers have questioned the importance of match types. In this post, we shall investigate the relevance of match types and delve into why phrases and exact matches still matter in the world of digital advertising.

Quick Background To How We Got To Our Current State

In recent years, search engines like Google have been pushing towards a more semantic search approach, where they aim to understand user intent rather than relying solely on the exact words entered in a search query. This shift has given rise to broad match modified (BMM) and close variants, enabling advertisers to capture a wider range of relevant searches.

However, as search engines strive to interpret user intent, some advertisers have expressed concerns about losing control over their campaigns. They worry that the broadening of match types could result in their ads being triggered by irrelevant search queries, leading to wasted ad spend and a decrease in overall campaign performance.

People Didn’t Take Match Type Changes Well (I Saw This At A Google Event After The Announcement)

When Google initially announced its plans to limit the availability of match types, many PPC advertisers expressed concerns. The changes meant that phrase and exact match types would begin matching with search queries that included function words, word order variations, and other similar variations. This shift created uncertainty and anxiety among advertisers who feared a loss of control over their campaigns and an increase in irrelevant clicks.

During a Google event where the changes were discussed, I witnessed mixed reactions firsthand. Some advertisers were open to the idea of expanding match types, seeing it as an opportunity to capture a broader audience. However, many others were apprehensive, particularly those who had spent years refining their campaigns using exact and phrase match to target specific keywords precisely. They were worried that the changes would dilute their targeting efforts and make it harder to reach their desired audience.

Why Do Match Types Matter, If We’re Trending Toward Keywordless Search?

While it is true that search engines are moving towards understanding user intent, keywords still play a crucial role in PPC advertising. Match types provide advertisers with control and precision over which search queries trigger their ads. By utilizing different match types, advertisers can fine-tune their targeting and reach the most relevant audience for their products or services.

So, Why Do Phrase And Exact Match Still Matter?

  • Precision Targeting: Exact match allows advertisers to target specific keywords precisely. By using brackets around their keywords, advertisers ensure that their ads are triggered only when the exact search term is entered. This match type is particularly useful for businesses that offer niche products or services and want to reach highly specific audiences.

For example, let’s say a company specializes in selling handmade leather wallets. By using exact match, they can ensure that their ads are shown only to users who search for “handmade leather wallets” or close variations of that exact phrase. This precise targeting helps them reach users with a high likelihood of being interested in their product, increasing the chances of conversion.

  • Eliminating Irrelevant Clicks: While broad match and broad match modified can capture a wide range of search queries, they can also lead to irrelevant clicks. By using phrase match, advertisers can include additional words before or after their target keyword, ensuring that their ads are triggered for more specific search queries. This helps eliminate irrelevant clicks and improves the overall quality of traffic.

Continuing with the previous example, the leather wallet company could use phrase match to target search queries such as “handmade leather wallets for men” or “best handmade leather wallets.” They may filter out fewer relevant queries and focus on engaging customers who are more likely to convert by inserting extra terms before or after their target phrase.

  • Maintaining Control: Advertisers often have specific keywords or phrases they want to target without any variation. Exact match allows them to maintain full control over their keyword targeting. By specifying the exact search terms they want to trigger their ads, advertisers can ensure that their budget is spent on the most relevant clicks.

In the case of the leather wallet company, they might want to target only the exact phrase “handmade leather wallets” to exclude any variations or synonyms that could dilute the relevance of their ads. This level of control ensures that their ads are displayed to users who are specifically searching for what they offer, minimizing wasted ad spend and maximizing the impact of their campaign.

The Takeaway

While the world of search engine advertising continues to evolve, keyword match types remain a powerful tool for PPC advertisers. By leveraging different match types, businesses can optimize their campaigns, target specific keywords with precision, and eliminate irrelevant clicks. Rather than abandoning match types altogether, marketers should embrace them as a means to refine their targeting strategies and maximize the return on their advertising investments.


In conclusion, despite the industry’s shift towards keyword search and the introduction of broad match modified and close variants, match types like phrase and the exact match still hold significant value. They offer advertisers the ability to maintain precision targeting, eliminate irrelevant clicks, and retain control over their campaigns. By incorporating a combination of match types into their PPC strategies, businesses can reach their desired audience more effectively and drive better results.

At Your Digital Resellers, we understand the importance of keyword match types in PPC advertising. We specialize in optimizing campaigns to deliver relevant traffic, enhance conversions, and maximize ROI as a leading provider of PPC services. Our team of professionals maintains current industry developments and techniques to guarantee that your campaigns take full advantage of keyword match types. Contact us now to see how we can help you maximize the possibilities of keyword match types for your business.