por Google Ads has several elements within the tool that can make your job easier or more complicated when it comes to reaching the users you are interested in. In this post, we show you the types of keyword matches that can be found within this tool.
Keyword Match Types
It is important to know the types of keyword matches that you can use in Google Ads, as these are the ones that will allow you to attract more or less traffic. By using the right match, you can attract better quality traffic.
So that you can better understand why they are so important, you should know that Concordances are one of the ways the tool interprets your ads. Depending on which one you use, the tool may or may not understand what you are trying to teach and will show you to the audience you want.
Initially there were 4 types of keyword matches that you could use in the tool, but now the tool has reduced them to 3.
In this case, we will use the keyword “surf classes” so that you can understand what each of them is about.
Broad match
The first of the types of keyword matches that you are going to encounter is the broad match. Broad match is what interprets and relates the keyword you give it to a specific and similar term.
In order to use broad matches, you must type the word as is and the tool will take it as this match type.
Catchment
This is one of the types of keyword matches that can bring the most traffic to your website, since relating your keyword terms to other general terms on the platform can increase the likelihood that you will appear more frequently.
This extra point can also be a problem for you, because ads can appear in related searches even if the keyword terms are not there. This means that there is a good chance that the effectiveness of your ads will go down and you will end up paying for traffic that is ultimately not valuable to you.
Phrase agreement
Phrase match words are very similar to exact match words, another type of keyword match you can find on Google. However, phrase matches are usually looser compared to exact ones.
In order to use phrase matches, you must type the keyword “surf courses” inside quotes so that the tool knows exactly what to search for.
Catchment
Phrase matches are those that will appear when a search has at least your keyword. So it will always appear in ads that have the words you have put in quotes.
This match can significantly reduce the traffic coming to your page; However, you can ensure that you will attract higher quality users and trafficwhich will increase purchase or conversion opportunities.
Exact match
Exact match is the last of the keyword match types you can find here. These types of matches are usually recommended only for businesses that already have a very solid foundation and not so much for businesses that are starting, since these types of matches They will only appear if the exact words of your keyword are typed. Certain changes are allowed, such as word order, but it will only be displayed if you have all the elements.
Exact matches should be written in square brackets; [cursos de surf] would be the appropriate way to make use of this concordance.
Catchment
Although it may sound like a better option to attract the attention of the exact people you want to reachit is true that these matches may be related to fewer searches, so traffic may be decreased. In the same way, you run the risk of not reaching the people you expect.
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