Running a successful google ads campaign requires a through understanding of the keyword match types that you can use to assign each keyword. There are four keyword match types that can be used with google ads.

1. The broad match – Broad match type keywords i. Your google ads campaign will show your ads for all the terms that are misspellings, related searches, synonyms and other search terms that google ads think are relevant to your keyword. A broad match enables the widest reach but the least relevance to your keyword match.
2. The broad match modifier – If you are using the BMM, you must put a + sign before the keyword you want to appear in your search terms. For example, suing the broad match modifier +seo +india, your ads will show for all variants of seo and india in any order they appear. This match type is slightly more restrictive than a broad match, and is certainly more relevant.
3. Phrase match – A phrase match is much more restrictive than the broad match and BMM, and is used by placing the keyword within quotes. With the phrase match, your ad will be shown for all keywords that have your keyword in the same order and with other words in front or after the keyword. This match type is highly relevant and more restrictive than both broad match types above.
4. Exact match – As the name suggests, this match type will show your ads for the exact search query that matches your keywords, and is therefore the most restrictive. An exact match keyword is placed between the parenthesis.

To select the right google ads keyword match type, you must decide what your end goals are. If you want to be restrictive and most relevant, use phrase and exact match types. However, if you want to reach a wider audience, use the BM or BMM types.

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Happy Marketing!