Broad, Phrase or Exact Match?

What keyword match types should you be using in Google Ads.... Broad Match, Phrase Match or Exact Match?
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[@AaronYoungGoogleAds]

👉 STOP wasting money with Google Ads & learn how to optimise your Google Ads campaign CORRECTLY with my FREE Google Ads Optimisation Checklist: www.definedigitalacademy.com/google-ads-checklist

[@muhamadsaniabubakar3216]

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[@mahboubehzare267]

Hi Aron, thanks for your great content. After 3 months of running Google search and shopping campaigns, I did not get enough conversions. Today I decided to pause my campaign. I hope it's the best decision I've made because I've worked on my ads hard. :(

[@starcraftfan009]

Hey Aaron! Great video as always! 👍 Can you please make a video on how to properly set up conversion tracking from scratch?

[@brunovincent1969]

You really inspire confidence, like you actually know what you are talking about, unlike all the CZcams flakes out there....I'm a web designer, is it even possible for Adwords to work for my industry?

[@davidt3759]

Amazing info Aaron like always!!!

[@chantszwang]

Thanks for the video! Do you know what will happen if we turn on all Broad, Phrase or Exact Match at the same time for a single keyword?

[@kevinp9110]

Thanks for the vid.

[@gobinathm3851]

Thank you sir. The check list is really useful.

[@Kim-jb6ec]

Thanks for this video. So helpful! Would recommend separating match types into different ad groups, or putting them into the same ad groups (with the same theme)? Thanks!

[@Scorp1oNPL]

Thx

[@albertomatienzo5443]

Hi Aaron, Thank you for these videos. I have a question. After 7 days of adding the negatives, do you turn keywords into exact/phrase from the broad keywords that converted and have high CTR & conversion rate? or from the search terms that converted and have high CTR & conversion rate?

[@user-lw3eo3qd1v]

i learned a lot of interesting things for myself !

[@tatrastyle793]

Hello, do you use discovery campings?

[@amilav.5694]

Hey Aaron! Great video, as usual! I discussed keyword difficulty with my colleagues who wanted to bid on difficult, hard, and very hard keywords with a lot of competition. As I can see from the data, those keywords are just taking a lot of money, and Google is increasing its bidding price every couple of days. The landing page experience is below average, and the quality score is 1 - 3. Website domain authority is only 18 and there are not too many quality backlinks. I know that this really impacts your ads when competing with big companies but is there any other way maybe to still compete with KD of 50 - 100%? Thanks!

[@thetravelxperts6544]

Can you make a campaign for travel agent?

[@urbantech1679]

can u also make video on how to create laptop service ads?

[@tbbanshee8516]

Awesome video. Just what I looked for! One question: Would it not be enough to start with 3 phrase match keywords instead of broad match? As you then still might get new related ideas but nothing too far off?

[@AaronYoungGoogleAds]

Thanks 🙏🏻 Yes that would work - but don’t expect too much different between phrase & exact match. So just make sure you do the regular search term audits

[@aviregal]

Hi Aaron, is all of this explained in you Level Up Google Ads course?

[@joeldavies531]

I use phrase match for all my campaigns, I find that broad match overspends. I’m on a limited budget, I always use phrase match to NKW aswell. Is this ok?

[@patvertise]

Hey Aaron, do you mix different match types in ONE Ad group? Greetings from Germany!

[@bmw0883]

Hey Aaron, great content as always.
Do you add negative keywords as broad or use the exact match that it defaults too?

[@hafezaazizi5138]

great content thanks for sharing it with us! well im new in google ads my business is all on fb ads which im an expert in this, but in google i tried maannnnny times max campaign search campaign and now display campaign , i only have google analytics data which i imported , now it's been 2 days of my display campaign and i have no sales! my ctr is 4% 7%

[@terrenceschroeder9470]

This is a great video, unfortunately, Google will drop match types very soon going with just campaign broad match... The negative tactic will still work here. 👍

[@AaronYoungGoogleAds]

Yeah I think you are right, but the way I see it there pretty is only broad match now anyway

[@j.wilcke]

Thanks boss. Very interesting. Are they using AI to assign a meaning to the keywords?

[@alexdetodt4971]

Our business is straight forward: Selling follower, likes for social media platforms. If I use broad searchterms completely off keywords get triggered. Should we only use phrase or exact match keywords in our case?

[@burakdurmaz88]

Thanks a lot for the informative video. Btw just noticed your left eye does not reflect the light as well as the right one in the video. Have you got that checked? Might be a sign for cataract

[@AaronYoungGoogleAds]

Thanks Burak, I wear glasses so get a eye health check every year and got the all clear. I think the reason that it looks light that is that the light ring is not front on

[@burakdurmaz88]

@@AaronYoungGoogleAds glad to know 👍🏻

[@dfejack]

I’m curious why people continue to think SKAGs don’t work. I use them regularly and the volume from my SKAGs, for my specific industry, spends nearly $16k a day, with over 750 calls a day. I use broad match primarily but SKAGs do work. I’d like to at least hear why specifically people continue to say they don’t work when I have not had any issues in the last year with them and they continue to be my best performing campaigns. Thanks! Love the vids - this comment isn’t a dig or criticism… truly curious from the master. I still have a few thousand hours before I get up to your level of knowledge haha.

[@AaronYoungGoogleAds]

Hey David no issues at all I totally understand where you are coming from 👍🏻
The example I showed in the video sounded a lot like your campaign where we had 30-50 different SKAGs with broad match keywords and it was working great for 3-4 years. Then we ran into issues early this year.
Some reasons for why your campaigns may still be fine:
1. It depends on the niche: as this was in the insurance field with lots of large international companies google had assigned “competitor company names to mean - motorcycle insurance”
So this learning may not have been rolled out to your industry yet.
2. The conversions where still firing but we noticed a big drop in quality - due to the above point
3. Check your traffic volumes as you may find that only 30% of the SKAGs are getting reasonable traffic. This happened in another account where I had multiple SKAGs the performance was still great BUT only 30% of my SKAGs were getting traffic
Hope that makes sense & if they are working for you don’t change it just keep it in mind if things start to change in the future

[@dfejack]

@@AaronYoungGoogleAds Thanks for the reply! Not too often I actually get someone to comment back haha. The niche were in is actually insurance 😂 too funny you nailed it. We did end up having Google begin to branch far outside our exact match SKAGS to brand names and brand name service related KWs, but with extensive work on the negatives, we’ve been able to keep Google on track with the specific keyword targeted.
The major thing we have noticed is during the non-peak times, the cost for those SKAG groups BALLOON to an almost unsustainable level. That’s when we heavily rely on the themed approach with our broad KWs.
One item I want to ask beyond this because it’s a constant problem (and a reason we still use SKAGS regularly): example would be a campaign with multiple broad level keywords in themed groups. Let’s say the keywords are motorcycle insurance, motorcycle insurance policies, motorcycle coverage. What has been the running problem with themes for us is that Google tends to focus in on one keyword and leave the other 2 keywords alone, spending our money on a keyword that, after we load in offline conversion with sales data, is not performing up to standards. Since Google didn’t focus on the other two keywords, after we pause the non-performing keyword, the campaign no longer serves or no longer serves effectively. That’s when we end up breaking up the campaign into SKAGS, negating each keyword from the others, and working on the negatives to make sure we don’t have too much cross-over.
Maybe it’s me, but it just seems like this update to the keyword match types and intended meaning of the word, has really cause far more problems than good and really didn’t solve any prevalent problem Google had… just seems like a money grab.
Thanks for the reply!

[@FuckedUpBerlin]

Since when do these changes are applied?

[@anthonykol]

Hi @aaron, Ok, I understand that Google changed the algorithm for match types and it's very likely phrase & match types to be removed by the next year. So it is about the meaning, well group themes will give us ad relevance, exp CTR and landing page experience, factors that contribute to the quality score. my question is that from google's point of view, for all this to be successful, the meaning of the keyword is important, but how important is it from the advertiser's point of view? That is, when google crawls the website to verify the relevance of the advertisement to the website, how much does it take the meaning of the various keywords that exist in the content of the website?

[@AaronYoungGoogleAds]

Great question the balance is between CTR & Quality score. You need to hit a baseline Quality Score to give Google the "confidence" that your ads & website are relevant to the user search and then after that your CTR becomes the more valuable metric. I discuss it further here: czcams.com/video/NAQjL6yHNdk/video.html

[@anthonykol]

@@AaronYoungGoogleAds thank you for your quick response. That makes sense, however I wonder If the keyword is "win a car" but the headline is "win a Dodge 1970 charger" , what wil be the ad relevance? and by this I mean, if google does not take the meaning of the headlines also, it's unfair for the adverisers.

[@posturepromises1800]

You reference the industry average at 9:35 but what’s your source for this? Cheers

[@AaronYoungGoogleAds]

Hello, I use data from Wordstream's annual "Google Ads Benchmarks Report". The exact figure was a CTR of 4.62%

[@Akash-yv1pb]

When to start dynamic remarketing?? I mean how many days later we have to launch dynamic remarketing after we launched standard shopping campaign???

[@KristalZemin]

30-45 for me

[@Daniel-vk7rr]

What do you mean by dynamic remarketing? Are you talking about switching from observation to targeting? I am curious to understand

[@mehdiazaz7669]

You suggested to let some keywords running in broad match type, to pull new keywords ideas that they may be profitable to add them with phrase match and exact match types. But in the end of the video, you said that you blocked the keywords run in broad match as their CPC is very high. It's a little bit confusing. Could you make it clear for me please ?

[@grayslayers]

Ahh. So you start with ONLY broad match and then add in the other types as the campaign goes along. Got it.

[@untold7640]

Hey aron, can u tell me ur subscriber where am from?

[@Expressresolutions]

So you’re saying we shouldn’t use exact?

[@ryanbombard7568]

Whats the max amount of key words you should have?

[@kregtaylor]

Broad match is absolutely useless. I refuse. Phrase and exact are bad too, but they work. But these new match types are awful. I dont know how many people are happy with them. Soooooooo many negative keywords.

[@Sportgapp]

Hello Aaron, one thing I cannot understand is that BROAD match is a better match type since it covers misspellings, synonyms, and relative keywords ... . Why would we need to restrain our opportunity by changing that BROAD match to PHRASE or EXACT? If you have great content, photo, and a great product/service the conversion rate will go up. I believe we should stay on BROAD and try to improve our listings. What are your thoughts on that?

[@Vapytcom]

it is not so target, and it burn the budget faster😂

[@anbui4552]

what's the point of blurring yoru client's information when you unblur it right after lol

[@king-3834]

Those negative keywords 🤣

[@dionysos9080]

ikr wtf :D

[@carolinerobinson5568]

keyword google good service)