Google Ads uses keyword options to specify the search queries for which an advert should be displayed. They determine how exactly the search queries entered by users must match a stored keyword. Google offers advertisers various options for this, which differ in the breadth of the target group.
What keyword options are available?
Google Ads offers the advertiser four different keyword options to control the adverts:
- Broad match
- Modifier for broad match
- Phrase match
- Exact match
Broad match
With the keyword option ‘broad match’, the adverts are displayed for search queries that are related to the keyword. The search query does not necessarily have to contain the keyword. This option addresses a very broad target group and achieves a high reach. However, this option harbours the risk that many of the clicks will come from irrelevant search queries. ‘broad match’ is the default keyword option in Google Ads, which is assigned to all keywords unless otherwise selected. In this case, the syntax corresponds to the keyword itself.
Broad match Keywords | Possible search queries |
|---|---|
Sports shoes for men | Buy men’s shoes Sportswear men |
Modifier for broad match
The ‘modifier for broad match’ option can be used to restrict the keyword option ‘broad match’. The adverts are only displayed for search queries that contain the words or similar variants of them. The order of the words is irrelevant here. To assign this option to a keyword, a plus sign must be placed in front of the words.
Modifier for broad match | Possible search queries |
|---|---|
+Sports shoes +for men | Buy sports shoes and jerseys for men Sports shoes for men and women |
ATTENTION: From July 2021, the keyword option ‘Modifiers for largely matching’ can no longer be selected. However, the keyword option ‘Matching word group’ will be adjusted so that it has the same function. Existing keywords with the option ‘Modifiers for largely matching’ can still be used, but will then correspond to the functionality of ‘Matching word group’.
Phrase match
Since February 2021, keywords with the keyword option ‘phrase match’ work in the same way as those with the option ‘modifier for broad match’. This means that the search query must contain the words or similar variants of them. To assign this option to a keyword, the keyword must be placed in inverted commas.
Phrase match | Possible search queries |
|---|---|
“Sports shoes for men” | Buy sports shoes and jerseys for men Sports shoes for men and women |
ATTENTION: Unlike the keyword option ‘modifier for broad match’, the order of the words is taken into account here if relevant to the query. For example, if the keyword is ‘flight Stuttgart Berlin’, the advert will be shown for the search query flight from Stuttgart to Berlin. But not for the search query ‘flight from Berlin to Stuttgart’.
Exact match
With the ‘exact match’ keyword option, the adverts are only displayed if a search query has the same meaning or intention as the keyword. This option is the best way to control who the adverts are shown to, but has the lowest reach. There is a risk that the advert will not be displayed for many relevant search queries and potential customers will be lost. For this option, the keyword must be placed in square brackets.
Exact match | Possible search queries |
|---|---|
[Sports shoes for men] | Sports shoes for men Men sports shoes |
Conclusion
The keyword options determine the search queries for which the adverts are displayed. Choosing the right option makes a fundamental contribution to the success of the campaign and should be carefully considered. It is advisable to check the campaigns regularly and look at the search terms to check for which search queries the adverts are being displayed. Depending on these checks, the options should be changed or adjusted.
