How can keyword match types affect your campaign?

Keyword match types play a crucial role in determining which search queries will trigger your ads, thereby directly influencing the relevance of your ads to users' searches. By categorizing keywords into different match types—such as broad match, phrase match, exact match, and negative match—advertisers can control the conditions under which their ads appear.

For instance, broad match allows for a wider range of search terms, potentially increasing visibility and traffic but may result in less targeted clicks. In contrast, exact match offers precise control, ensuring that ads only show for very specific queries, which can enhance relevance but may limit reach.

This control directly impacts both the quality of traffic and the overall cost of the campaign. If the ads are more relevant to what users are searching for, they are likely to achieve a higher click-through rate (CTR), which can lead to lower costs per click (CPC) due to improved Quality Scores. Therefore, the choice of keyword match types is essential for optimizing ad performance and maximizing return on investment.