Aleksandar Marić

Aleksandar Marić

Keyword Types in Google Ads

In every blog post, we have written so far, keywords have been mentioned. What are the keywords, and how do they work? Search campaign ad serving depends on the keywords that are used when creating it. Before making any work on the campaigns, it is very important to do keyword research and decide how to use keywords that will benefit your campaign and business in general.

There are a lot of tools available for keyword research that can help you, and of course one of them is the Google Keywords Planner located in the Google Ads user interface. Tools can help you see how many searches are searched at a particular geographic location, what is the competition for a particular keyword, the bid being recommended, and the like. There are a variety of keyword variations, and now we’ll explain what that and how they work.

Keyword Types

When adding keywords to your campaign, Google Ads automatically adds Broad match – a broad match keyword. Such keywords capture the widest possible audience, but this also means that it is also likely that they will also affect those of those non-targeted search terms. What to do to not happen? One of the options is certainly adding negative keywords that will exclude certain terms that are not considered relevant, while the second option is to use a different keyword format that will affect fewer search results but will be more relevant. So what are the keyword types then?

When entering a keyword, a certain type is entered with certain characters. How it looks, you can see below the explanation of each keyword. We share keywords with:
Broad match / Broad match – display ads by keywords and variations of these words such as misplaced words or synonyms;

broad match

Broad match modified / broad match modifiers – show ads similar to broad match but exclude synonyms;

+ broad + match + modified

Phrase match – Show ads to people who type in a phrase entered as a keyword (or very close variation);

“phrase match keyword”

Exact match – Display ads for exactly those keywords or close variations (for example, singles or multiples);

[exact match]

Negative Keywords – Exclude words that you do not want your ads to show. Keyword research and their proper use are very important to show ads to the right people – the target group. That is why keywords need to be given a lot of attention, as the money invested in the campaign would not waste any connection.

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