Someone once said that keywords are the soul and the heart of an email marketing campaign, and it’s the best definition we’ve ever heard. Thanks to the right keywords, you can accomplish a great deal. 


However, keywords don’t always work, and the main reason is that you have probably used the wrong keywords matches. Such a mistake can come at a price for your business. To avoid this, we are getting to the nitty-gritty about all the possible keywords matches and are about to help you understand which of them are your “golden ticket” to success. 


For Google Ads keywords, there are 5 main types:

  • Broad match
  • Modified broad match
  • Exact match
  • Phrase match
  • Negative match


BROAD MATCH


When you use broad match keywords in your marketing campaign, people will see your ads when looking for your given keywords. And the main thing is that your ads will appear no matter what order of words they will type. 


Broad match keywords help you reach a wider audience, enabling you to drive a larger volume of traffic to your site. However, there are a few drawbacks:


  • the traffic to your site won’t be filtered;
  • most of the visitors will be random users who have to intention to buy your product;
  • some of the keywords might be absolutely irrelevant to the topic of your article or to your niche. 

Examples of broad match keywords:

Your keyword: 

girls’ bag


Matching searches: 

buy girls’ bag, girls’ clothing, ladies’ bag, high-quality girls’ purse


MODIFIED BROAD MATCH


Modified broad match allows you to keep your keywords under more control and, thus, get more relevant traffic. For this, you have to use special symbols such as +. 


Here, instead of girls’ bag, you have to write +girls’ +bag.


Examples of modified broad match keywords:

Your keyword: 

+girls’ +bag

Matching searches:

girls’ hats and bags, large bags for girls, bags for stylish girls


EXACT MATCH


The exact match keywords are opposite to the broad match keywords flat-out. With exact match keywords, the users will see your ads only when they type the exact keyword that you’re targeting.


In other words, the search query needs to match the keyword to make the search engine trigger your ad to display. That’s where the biggest pitfall lies. Yet the silver lining is that the traffic you get from the exact match is easier to convert. It’s your hot audience. 


To add an exact keyword match, just add a squared bracket: [girls’ bag]


Examples of modified broad match keywords:

Your keyword: 

[girls’ bag]


Matching searches:

girls’ bag


PHRASE MATCH 


Actually, phrase match lies somewhere between broad match keywords and exact match keywords, making it more flexible for you to get users to your website. 


In such cases, you can add additional words before or after the keyword (NOT in the middle of the phrase):


Examples of modified broad match keywords:

Your keyword: 

“girls’ bag”


Matching searches:

grey girls’ bag, buy a bag for girls, girls’ bag on sale


NEGATIVE MATCH


A negative match helps you exclude particular words from your ads and put a bigger focus on keywords that matter to your customers. With the negative match keywords, you get an opportunity to target your audience better and, thus, increase your RIO. 

Read the Google article to get more in-depth info about the benefits of negative matches.