4 Keyword Match Types and Their Impact on PPC Advertising

Pay-Per-Click (PPC) ad campaigns are one of the most effective methods of digital marketing today. Through this type of advertising, marketers can use keyword match types to control how they match to a search query. Over the years, search engines have made developments on the way these match types operate. Therefore, it’s vital that you are in the know of the four keyword match types to use, as they can have a significant impact on your PPC campaign’s results. 

Keyword Match Types

Keyword match types are parameters that you can set on keywords. They let you gain control over which search terms will trigger your ads to appear on search engines. Essentially, keyword match types for PPC represent how you want Google to match your ads to user searchers. 

Broad Match 

This is the default keyword match type that all your keywords are assigned. It allows search engines to display your ads for terms that are variations of the keywords in your account. Broad match will match your chosen keywords with the broadest possible searches. Using this keyword matching type is not advisable for PPC because it could display your ad on irrelevant keyword variations. 

Broad Match Modifiers

Consider broad match modifiers the more responsible version of broad match. They serve as the middle ground between broad match and other restrictive keyword match types. Using broad match modifiers will provide you with more control than broad match targeting but allows for more freedom than phrase match bidding. You can specify certain search terms that should be included for your ad to be displayed. 

Phrase Match

Broad match and broad match modifiers, despite their advantages, can still bring unnecessary traffic. That’s when phrase match comes in. This type of keyword match eliminates unnecessary traffic because using it will make your ad appear in search results when a user searches for your keyword phrase in the right order. If there are additional words that the user inputs, it is likely that your ads will still be displayed. 

Phrase match does not include search terms that contain words in the middle of your phrase, and it is a great choice when the meaning of the keyword changes based on the order of terms. 

Exact Match

Out of all the keyword match types, exact match is the most restrictive. It places strict limits on when your ads will be displayed but will provide you with the highest relevance yet the lowest reach. Use exact match if you want your PPC ads to be displayed for a specific keyword. That means that your ad will appear only when customers search for the exact keyword that you use. 


Using the correct keyword match types for your ads is crucial to the success of your PPC advertising. These are the four keyword match types that you should know about, as they have a significant impact on how your PPC ads are displayed. Ultimately, understanding their differences will help you directly influence your conversion rates and your business’ ROI. 

Do you need help with your PPC ads? Magnitude Marketing is a marketing agency in Greenwood that’s ready to lend an expert hand. We have PPC experts who can help your business grow. Contact us today.