Creating the right keyword strategy is one of the most important steps in running successful Google Ads campaigns. Keywords determine when your ads appear, who sees them, and how much you pay for each click. Understanding how to write and structure keywords is key to improving performance and maximising ROI.
Understanding Keyword Match Types
Google Ads uses match types to control how closely a user’s search query must match your keyword for your ad to show. Choosing the right match type allows you to balance reach and relevance.
| Match Type | Symbol | Description |
|---|---|---|
| Broad Match | none | Shows ads for related terms, synonyms, and variations |
| Phrase Match | “keyword” | Shows ads when the phrase appears in the correct order, with extra words allowed before or after |
| Exact Match | [keyword] | Shows ads only for the exact keyword or very close variations |
Broad Match
This is the default match type. It casts the widest net by allowing your ads to show for searches that include similar or related terms. While broad match can drive a lot of traffic, it may also include irrelevant queries if not carefully managed.
Example:
red shoes may match with searches like “buy scarlet sneakers” or “comfortable running footwear.”
Phrase Match
With phrase match, your ad appears when someone searches for your keyword phrase in the correct order, even if other words appear before or after.
Example:
“red shoes” matches “buy red shoes” or “cheap red shoes online”, but not “shoes that are red.”
Exact Match
Exact match gives you the most control. Your ad will only appear for searches that match the keyword exactly or are close variations.
Example:
[red shoes] matches “red shoes” or “red shoe”, but not “buy red shoes” or “shoes for sale.”
How to Choose the Right Match Type
• Use Exact Match for high-intent keywords that drive conversions and need tight control.
• Use Phrase Match to cover more variations while maintaining some control over context.
• Use Broad Match when testing or if you have a strong negative keyword list to filter out irrelevant traffic.
Tips for Writing Better Keywords
1. Start with search intent – Consider what your customers would type when looking for your product or service.
2. Use keyword research tools – Tools like Google Keyword Planner or SEMrush can show volume, competition, and suggested terms.
3. Group keywords by theme— Group your keywords into ad groups that align with specific products or services.
4. Use negative keywords – Actively exclude keywords that you don’t want triggering your ads. This improves relevance and reduces wasted spend.
5. Monitor and refine – Use the Search Terms Report in Google Ads to see actual search queries and optimise your keyword list accordingly.
Final Thoughts
Writing effective keywords for Google Ads is not just about choosing the right words — it’s about understanding search behaviour and aligning your ads with what your audience is looking for.
By leveraging match types wisely and continuously refining your keyword strategy, you can drive better performance and maximise the value of your ad spend.
PS: Remember that if you are advertising into GDPR regions, you need to be on top of Google CMP. This Cookie Management Guide can help you sort that out.
