What Is the Best Practice for Using Phrase Match in Google Ads?

Short Answer: When using phrase match in Google Ads, focus on a single clear keyword phrase like “garage door repair” instead of including very similar phrases such as “garage door repairing” or “garage door repair near me.” Keeping just one well-chosen phrase match keyword is sufficient and helps simplify your campaign.

Full Explanation

The key idea behind phrase match in Google Ads is to target specific keyword phrases without unnecessary duplication. For example, you don’t need to create separate phrase match targets for “garage door repairing” and “garage door repair near me.” They essentially revolve around the same core phrase: “garage door repair.” Instead of spreading your budget and management efforts across multiple similar keyword variations, concentrating on a single, well-defined phrase match keyword ensures better control and efficiency.

Step-by-Step Breakdown

1. Identify the core keyword phrase that best represents your service or product—in this case, “garage door repair.”
2. Use phrase match targeting for this core phrase to capture relevant searches that include this exact sequence of words.
3. Avoid adding multiple phrase match keywords that only slightly vary from the core phrase and ultimately serve the same intent.
4. Simplify your keyword list by removing redundant phrase match keywords like “garage door repairing” or “garage door repair near me.”
5. Focus your optimization efforts on the chosen phrase match keyword to improve your ad targeting efficiency.

Real Examples

Consider the following phrase match keywords in a Google Ads campaign related to garage door services:

• “garage door repair” (phrase match)
• “garage door repairing” (phrase match)
• “garage door repair near me” (phrase match)

According to best practices, you only need to keep “garage door repair” as a phrase match keyword. The other two are unnecessary because their intent is covered within that phrase, and maintaining just the core phrase simplifies campaign management.

Common Mistakes

• Adding many similar phrase match keywords with only slight variations, which causes keyword overlap and makes campaign management more complex.
• Failing to consolidate similar keywords, leading to inefficient budget allocation and potentially competing with yourself in auctions.
• Not optimizing phrase match keywords by including only the essential core phrases, which can dilute ad relevance.

FAQs

Q: Why should I avoid adding multiple similar phrase match keywords?
Because they overlap in intent and can complicate your campaign, making it harder to manage and optimize effectively.

Q: Does having just one phrase match keyword reduce coverage?
No, focusing on the most relevant core phrase is often sufficient to capture the intended audience without redundancy.

Key Takeaways

• Use phrase match keywords thoughtfully by focusing on one core phrase rather than multiple similar variations.
• Streamline your Google Ads campaigns by removing redundant phrase match keywords to improve clarity and performance.
• Maintaining a simplified keyword list helps you better allocate your budget and optimize your ads for better results.