1Understanding Match Types
The Three Match Types Explained
| Match Type | Syntax | What It Matches | Control Level |
|---|---|---|---|
| Exact | [keyword] | Only that specific phrase (+ close variants) | Highest |
| Phrase | "keyword" | Contains phrase in order (+ variants) | Medium |
| Broad | keyword | Related searches, synonyms, intent signals | Lowest |
Match Type Examples: "running shoes"
| Match Type | Will Match | Won't Match |
|---|---|---|
| [running shoes] | running shoes, running shoe | best running shoes, buy running shoes |
| "running shoes" | best running shoes, running shoes for men | shoes for running, running gear |
| running shoes | athletic footwear, jogging sneakers, marathon trainers | (almost anything related) |
The Match Type Evolution Warning
Google has expanded all match types over time:
| What You Think | What It Actually Does |
|---|---|
| Exact match = only this keyword | Close variants + same meaning |
| Phrase match = contains phrase | Broader than old phrase match |
| Broad match = related terms | VERY broad—AI-powered matching |
Key Insight: Even exact match is broader than it used to be. Don't assume "tight control" without checking your search terms report.
2Match Type Selection Strategy
When to Use EXACT Match [keyword]
- ☐ New Google Ads accounts (<100 conversions)
- ☐ B2B or niche market operation
- ☐ Can't track conversions accurately
- ☐ Using non-conversion bidding strategies
- ☐ Industry has many similar but irrelevant terms
Expected Result: Lower volume, higher conversion rate, dramatically better ROI
When to Use PHRASE Match "keyword"
- ☐ Moderate conversion data (100-500 conversions)
- ☐ Balance of reach and control needed
- ☐ Using smart bidding with conversion optimization
- ☐ Retargeting campaigns
Expected Result: Moderate volume, good conversion rate, scalable
When to Use BROAD Match keyword
- ☐ Mature accounts (500+ conversions)
- ☐ Using smart bidding with strong conversion data
- ☐ Discovery and expansion purposes
- ☐ Strong negative keyword list in place
Expected Result: Maximum volume, requires active monitoring, discovery potential
3The Exact Match Strategy Deep Dive
Why Exact Match Can Double Results
For specific business types, switching ALL keywords to exact match can dramatically improve performance despite reducing reach.
Why it works:
- Eliminates waste from irrelevant searches
- Improves conversion rates significantly
- Increases lead quality
- Maximizes profitability per click
- Gives complete control over who sees ads
Case Study Results
B2B SaaS Company:
- Before: 1.2% conversion rate, $327 cost per qualified lead
- After exact match: 4.7% conversion rate, $142 cost per lead
- Pipeline increased 180% despite 15% fewer total conversions
New Google Ads Account:
- Before: 47 leads, only 3 qualified (6% qualification rate)
- After exact match: 28 leads, 19 qualified (68% qualification rate)
- Cost per qualified lead decreased 64%
Implementing the Exact Match Strategy
- Phase 1: Audit Current State - Export keywords, identify match types, analyze search terms
- Phase 2: Expand Keyword List - Exact match requires more keywords for reach
- Phase 3: Create Test Campaign - Run parallel for 30 days, compare metrics
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4Negative Keyword Mastery
Why Negative Keywords Matter
Without comprehensive negative keywords:
- 30-70% of budget wasted on irrelevant searches
- Unqualified clicks consume spend
- Poor data pollutes optimization signals
- ROAS suffers unnecessarily
The Two-Phase Approach
Phase 1: Proactive Research (Before Launch)
- Enter target keywords in Google Keyword Planner
- Review ALL suggestions (not just targets)
- Identify irrelevant patterns
- Add negatives preemptively
Expected result: Negative list often longer than target list—this is good.
Phase 2: Reactive Refinement (After Launch)
- Review Search Terms Report weekly
- Sort by spend (highest first)
- Identify irrelevant searches
- Look for patterns, not just specific terms
Universal Negative Keywords
| Category | Keywords to Add |
|---|---|
| Free Seekers | free, freebie, giveaway |
| Job Seekers | jobs, careers, salary, hiring, employment |
| Learners (Not Buyers) | course, training, tutorial, "how to", learn, DIY |
| Budget Shoppers (If Premium) | cheap, cheapest, budget, discount, bargain |
5Is Keyword Research Still Relevant?
The Changing Landscape
2009-2019: The Keyword-Centric Era
- Keyword selection determined everything
- Master keywords = dominate market
- 80% technical execution, 20% creative
2024+: The AI Automation Era
- AI Max, Performance Max, Demand Gen automate targeting
- Keywords become less important yearly
- 20% technical setup, 80% strategic differentiation
When Keyword Research Still Matters
- Brand New Accounts: Zero conversion data—research gives Google a head start
- Competitive Industries: Small optimizations matter at scale
- Limited Budgets: Can't afford waste on learning phase
- Niche/Specialized Products: Google's AI struggles with specialized terms
When Keyword Research Matters Less
- Established Accounts (500+ conversions): Google's AI has learned patterns
- Using Performance Max or AI Max: These campaigns don't accept keyword inputs
Where to Focus Instead
| Skill | ROI vs Keyword Research |
|---|---|
| Creative Strategy | 5-10x higher |
| Offer Development | 10-20x higher |
| Creator Partnerships | 20-50x higher |
| Landing Page Optimization | 3-7x higher |
6Implementation Checklists
New Account Launch Checklist
Pre-Launch (Days 1-3):
- ☐ Research keywords in Keyword Planner (2-4 hours)
- ☐ Build keyword list (10-20 exact match minimum)
- ☐ Create negative keyword list (50+ terms)
- ☐ Set up conversion tracking
- ☐ Prepare landing pages
Campaign Setup:
- ☐ Choose match type based on criteria (exact for new accounts)
- ☐ Add all keywords with proper formatting
- ☐ Apply negative keyword list
- ☐ Set bidding strategy (Maximize Conversions)
- ☐ Configure ad schedule
Match Type Decision Matrix
| Situation | Recommended Match Type |
|---|---|
| New account, no conversion data | Exact match only |
| 100-500 conversions | Phrase match primary, some exact |
| 500+ conversions with smart bidding | Broad match acceptable |
| B2B business | Exact match regardless of data |
| Can't track conversions | Exact match only |
| Using Target ROAS | Phrase or broad acceptable |
Negative Keyword Priority
| Priority | Category | Examples |
|---|---|---|
| 1 (Critical) | Free seekers | free, freebie, giveaway |
| 2 (High) | Job seekers | jobs, careers, salary |
| 3 (High) | Learners | course, tutorial, how to |
| 4 (Medium) | Competitors | [brand names] |
| 5 (Medium) | Budget shoppers | cheap, cheapest, budget |