Broad Match vs Phrase Match: A Comprehensive Comparison

Learn which type of Google Ads keyword match types will work best for your SEO campaign.

On the internet, your product or small business is competing against thousands, if not millions, of similar businesses. How do you stand out? How do you get the attention of potential customers against already established and popular businesses within your niche?

The good news is that with Google Ads, you can achieve this with two keyword match types: broad match and phrase match.

So, which one should you use for your SEO strategy? It depends on your goals, budget, and the audience you want to reach:

• Broad match casts a wider net and can reach a larger audience

• Phrase match offers more precision

Let's figure out which keyword matching suits your SEO strategy best.

What is broad match?

Broad match is one of Google's Ad keyword match types that allows you to reach audiences or customers who search for the exact keywords you want to rank for and similar and relevant phrases, synonyms, and variations. 

What is phrase match?

Phrase match is another popular Google Ad keyword match type that makes your ads appear for searches that include the exact phrase you specify or close variations; they can also include additional words before or after that phrase.

What is the difference between phrase and broad match?

• Specificity: The primary difference is the level of specificity. With phrase match, your ads appear for searches that include the exact phrase you specify, along with close variations. Broad match, on the other hand, allows your ads to show up for a wider range of related search queries, even if they're not exact matches.

• Relevance: Phrase match is more specific and tends to deliver more relevant clicks, as it targets users searching for your specified keyword phrase or close variations. Broad match can cast a wider net but may lead to less relevant clicks.

• Control: Phrase match offers more control over your keyword targeting, as it focuses on a specific phrase. In contrast, broad match gives Google Ads more freedom to find related searches that may or may not be closely related to your business.

When should you use broad match vs phrase match?

Choosing between broad match and phrase match really depends on your specific advertising goals and how much control you want over your keyword targeting. 

Here's when to use broad match:

• For brand awareness: If your goal is to get your business's name out there, broad match allows your ads to appear for several search queries related to your industry or products.

• Targeting multiple product lines: If your business sells different products or services, like an electronics store with everything from smartphones to gaming consoles, broad match can help you cover all these bases.

• Handling seasonal campaigns: For businesses with seasonal products or services, like holiday-themed items or summer promotions, broad match is a quick way to adapt your keywords to align with changing customer search behaviors during specific times of the year.

• When first starting a campaign: In the early stages, you might not have a clear picture of which keywords will best attract your target audience. With broad match, you can gather valuable data about which search terms are driving the most traffic to your site.

Here's when to use phrase match: 

• For precise targeting: If you want to reach a highly specific audience, phrase match is your go-to option because Google will display your ads to individuals searching for that exact phrase or closely related variations.

• To enhance ad relevance: You can use phrase match after broad match has provided insights into the keywords driving traffic to your site. By analyzing this data, you can refine your targeting and improve the relevance of your ads for more effective engagement.

What is an example of broad match and phrase match?

In the realm of search engine marketing, understanding keyword match types can be the difference between a successful campaign and one that falls short. Broad match and phrase match are two types that play a crucial role in determining the reach and precision of your ads. To fully grasp their significance, let's delve into specific examples that illustrate how these match types operate and can be strategically used to optimize your marketing efforts.

   Broad match

Say you run a small bakery and use "freshly baked bread" as a broad match keyword. Your ad will appear when someone searches for "freshly baked bread." It may also appear if someone searches the following:

• Artisan bread

• Crusty baguettes

• Bread delivery

• Local bakery with fresh bread

• Warm bread for sale

• Best bread near me

• Where to buy freshly baked bread

• Delicious bread varieties

• Bread shop open now

• Freshly made loaves

   Phrase match

Let's say you run a pet supply store, and you want to target customers looking for "organic dog food." Your ad might appear for search queries like:

• Buy organic dog food online

• Best organic dog food for puppies

• Organic dog food reviews

These searches include your exact keyword phrase and its variations, but the words appear in the same order as your keyword.

Sometimes, your ad may also appear if the words appear in a slightly different order but still convey the same meaning:

• Where to find dog food that's organic

• Dog food organic and healthy

Choose the right keyword matching type

Once you choose the right keyword match types for your campaign, you must put them into action with the right tools. Keyword research tools can be extremely valuable for discovering the best keywords for your campaign, while PPC software offers in-depth tools and analytics to manage your keyword strategies effectively.