1The Match Type Evolution
How Google Changed the Game
The Original System (Pre-2018):
- Exact Match: Ads showed only for precisely that keyword—no variations
- Phrase Match: Keyword phrase had to appear in exact order
- Broad Match: Loosely related searches triggered ads
The Current Reality:
- All match types have expanded significantly
- What used to be phrase match now behaves like old broad match
- What used to be exact match now functions more like old phrase match
The Practical Impact
| What You Think | What Actually Happens |
|---|---|
| Exact match = only this keyword | Close variants + same meaning + implied terms |
| Phrase match = contains phrase | Broader than old phrase match |
| Broad match = related terms | VERY broad—AI-powered matching |
2The Problems with Broad Match
Problem 1: Competitor Keyword Infiltration
Using phrase match for "project management software":
- Your ads appear for "Asana alternatives," "Monday.com pricing," "Trello vs Basecamp"
- Searchers are looking for specific competitors, not evaluating new options
- Clicks happen (often accidentally), conversions are rare
- Budget wasted on brand-loyal prospects
Problem 2: Irrelevant Search Variations
Targeting "commercial construction equipment":
- Ads appear for "home construction equipment," "construction equipment toys"
- Budget flows to unqualified audiences
- Lead quality drops dramatically
Problem 3: Market Segment Bleed
B2B company targeting "bulk office supplies":
- Ads show for "cheap office supplies," "office supplies near me"
- Consumer searches mix with business searches
- B2C traffic consumes B2B budget
3When Exact Match Wins
Exact Match Is Best When:
- ☐ You have limited budget (under $5,000/month)
- ☐ You're in a B2B niche with specific terminology
- ☐ Your industry has many similar-but-irrelevant searches
- ☐ You can't track conversions properly
- ☐ You're using manual bidding
- ☐ Lead quality matters more than volume
- ☐ You have a small team with limited optimization time
Broad/Phrase Is Better When:
- ☐ You have 500+ monthly conversions
- ☐ You're using smart bidding with accurate tracking
- ☐ You need maximum reach for discovery
- ☐ You have strong negative keyword coverage
- ☐ Volume matters more than precision
The 2x Results Reality
| Metric | Broad Match | Exact Match |
|---|---|---|
| Impressions | High | Lower |
| Clicks | High | Lower |
| CTR | 2-3% | 5-8% |
| Conversion Rate | 1-3% | 4-8% |
| CPA | Higher | Lower |
| ROAS | Lower | Higher |
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4Implementing Exact Match Strategy
Step 1: Identify Your Core Keywords
- List 10-20 highest-intent terms
- Focus on bottom-funnel, ready-to-buy searches
- Include location modifiers if local
Step 2: Build Exact Match Structure
| Ad Group | Keywords (Exact Match) |
|---|---|
| Core Service | [plumber near me], [emergency plumber], [24 hour plumber] |
| Specific Service | [drain cleaning service], [clogged drain repair] |
Step 3: Add Phrase Match for Expansion
After exact match proves profitable:
- Add phrase match versions of winning keywords
- Monitor search terms weekly
- Convert high-performing phrases to exact match
Step 4: Strong Negative Keyword Coverage
- Add universal negatives immediately
- Review search terms weekly
- Build industry-specific negative lists
5Transitioning from Broad to Exact
Safe Transition Process
- Week 1-2: Run exact match alongside broad match
- Week 3-4: Shift 50% budget to exact match
- Week 5-6: Evaluate performance comparison
- Week 7+: If exact wins, shift 80%+ budget there
What to Monitor During Transition
- CPA by match type
- ROAS by match type
- Conversion volume (expect lower with exact)
- Lead quality (should improve with exact)
When to Keep Broad Match
Don't eliminate broad match entirely if:
- You have 500+ monthly conversions
- Smart bidding is working well
- You need discovery of new terms
- Budget is substantial ($15K+/month)