Google Ads Match Types in 2024: What You Need to Know

As Google Ads continues to evolve, keeping up with the latest updates and best practices is essential for running successful campaigns. In 2024, understanding how to effectively use keyword match types is more important than ever. The way your ads appear to users is determined by how you match keywords to search queries—and choosing the right match type can mean the difference between relevant clicks and wasted ad spend.

At Mellenology, we specialize in helping businesses maximize their PPC performance through ppc consulting, and part of that success is knowing how to use keyword match types strategically. Let’s dive into what you need to know about the latest developments in broad, phrase, and exact match keywords in 2024.

What Are Google Ads Match Types?

Match types control how closely a user’s search query needs to match your chosen keyword for your ad to appear. Depending on the match type you select, Google Ads will either show your ad for a broad range of related searches or only for precise, targeted queries.

In 2024, Google Ads continues to offer three core match types:

1. Broad Match
2. Phrase Match
3. Exact Match

Each type serves a different purpose, and choosing the right one for your campaign can significantly impact your performance.

1. Broad Match: Maximum Reach with Machine Learning Power

Broad match is the most flexible match type, giving Google Ads the freedom to show your ad for searches related to your keyword, even if the query doesn’t contain the exact words you’ve chosen. In 2024, broad match has become smarter, using Google’s machine learning to better understand user intent and match ads to relevant queries.

How It Works:

For example, if you’re targeting the keyword “running shoes” with broad match, your ad might appear for searches like:

• “best sneakers for running”
• “buy athletic shoes”
• “sports footwear”

Broad match is great for expanding reach, especially if you want to tap into new audiences. However, it can also result in irrelevant clicks if not managed properly.

When to Use Broad Match:

• Discovery Campaigns: If you’re trying to reach a new audience or explore untapped markets, broad match helps you capture a wider range of search queries.
• Pairing with Smart Bidding: Broad match is ideal when combined with Smart Bidding, as Google’s algorithms can optimize for conversions by learning from user behavior and adjusting bids accordingly.

Key Consideration:

To avoid irrelevant traffic, be sure to use a robust list of negative keywords. These help refine your targeting by preventing your ads from showing for searches that aren’t related to your products or services.

2. Phrase Match: Balance of Flexibility and Control

Phrase match offers a middle ground between broad and exact match, showing your ads only when the search query includes the meaning of your keyword, even if the word order changes. Phrase match is ideal for advertisers who want more control than broad match offers but still need some flexibility to capture related searches.

How It Works:

Using the keyword “running shoes” as a phrase match, your ad could show for searches like:

• “affordable running shoes”
• “buy men’s running shoes”
• “best running shoes for flat feet”

However, it won’t show for queries like “jogging sneakers” or “hiking shoes,” since the meaning doesn’t closely align with the keyword.

When to Use Phrase Match:

• Intent-Based Targeting: Phrase match is perfect when you want to target users who have a specific intent but still want flexibility in how they phrase their queries.
• E-commerce Campaigns: If you’re promoting products and want to capture purchase-intent traffic, phrase match is great for showing ads when users search for terms that include your product keywords.

Key Consideration:

Phrase match now takes user intent into account more than just word order. Google’s algorithms focus on the meaning behind the search query, so it’s important to regularly review search terms reports to ensure your ads are appearing for relevant queries.

3. Exact Match: Precision Targeting for High-Intent Searches

Exact match is the most precise match type, showing your ads only for searches that closely match the meaning of your keyword. In 2024, Google has slightly expanded exact match to include close variants (such as typos or plural forms), but it still offers the most control over who sees your ads.

How It Works:

If you use the exact match keyword [running shoes], your ad will only show for searches like:

• “running shoes”
• “buy running shoes”

This level of precision helps you target users who are more likely to convert because they’re searching for exactly what you offer.

When to Use Exact Match:

• High-Value Keywords: Exact match is best for keywords that are highly relevant to your business and have a strong likelihood of converting.
• Niche Markets: If your product or service caters to a specific audience, exact match ensures that your ads are shown only to those looking for your exact offering.

Key Consideration:

While exact match provides tight control, it also limits your reach. Use it for campaigns where conversion intent is clear, but be prepared to pair it with other match types for broader reach.

The Importance of Negative Keywords

No matter which match type you choose, adding negative keywords is essential to refining your targeting. Negative keywords prevent your ads from showing for irrelevant searches, improving the efficiency of your campaigns by reducing wasted clicks.

For example, if you’re selling premium running shoes, adding negative keywords like “cheap” or “discount” will help you avoid clicks from users looking for budget options.

Combining Google Ads Match Types for Maximum Impact

At Mellenology, we recommend using a mix of broad, phrase, and exact match types to get the best results. By combining these strategies, you can:

• Expand Reach with broad match
• Target Intent with phrase match
• Drive Conversions with exact match

Additionally, continuously monitor performance and use A/B testing to see which match types work best for your specific goals.

Master Google Ads Match Types

In 2024, using the right Google Ads match types mix is crucial to driving relevant traffic and maximizing your return on ad spend. Whether you’re looking to expand your audience with broad match, capture purchase intent with phrase match, or focus on high-intent users with exact match, understanding when and how to use each type is key to success.

If you’re looking for expert guidance on optimizing your Google Ads campaigns, Mellenology is here to help. Contact us today to learn how we can improve your match type strategy and take your PPC campaigns to the next level.