What is the difference between phrase match and broad match in Google Ads?

Short Answer: Phrase match targets two-word phrases in your ads, while broad match is designed for single-word keywords. For example, broad match would apply to a single word like “home.”

Full Explanation

In Google Ads, there are different ways to match your ads to search queries, and two commonly used options are phrase match and broad match. The essential difference lies in the length of the keyword phrase each match type is used for. Phrase match is intended for two-word phrases, meaning it targets search terms that contain those two words in that exact order or close variations. On the other hand, broad match works with single-word keywords, allowing your ads to appear for searches related to that word.

Step-by-Step Breakdown

Identify if your keyword is a single word or a phrase made of two words.
If your keyword is a single word such as “home,” use broad match to reach a wider audience.
If your keyword consists of two words, apply phrase match to more precisely target searches that include that exact phrase.

Real Examples

For a simple example, if you have a single word keyword like “home,” broad match is the appropriate setting to use. In contrast, when you have a keyword phrase comprising two words, for instance, “home office,” you would use phrase match to target that exact pair of words in searches.

Common Mistakes

Applying phrase match to single-word keywords, which is not suitable.
Using broad match for two-word phrases, which may not provide the targeted reach desired.

FAQs

Can I use phrase match for a keyword with more than two words?
Based on the explanation, phrase match is primarily used for two-word phrases.

Is broad match only for single words?
Yes, broad match is used for single-word keywords like “home”.

Key Takeaways

Phrase match focuses on two-word phrases.
Broad match is applied to single-word keywords.
Choosing the correct match type helps target your ads more effectively.