What Type of Keyword Match Should I Start With in Google Ads?

Short Answer: When starting with Google Ads, it’s best to begin with one to three keywords using phrase match. If you want to be very specific, you can start with exact match instead. If you find you’re getting too many irrelevant broad keywords, switch to exact match. Conversely, if you are not getting enough impressions or clicks, try broad match.

Full Explanation

Choosing the right keyword match type is essential when launching your Google Ads campaign. Starting with one to three keywords in phrase match allows you to target searches that include your phrase, providing a balance of reach and relevance. If you need higher precision, exact match keywords help you focus on very specific search queries. On the other hand, if your campaign produces too many broad and irrelevant keywords, narrowing down to exact match can improve targeting quality.

In contrast, if you find that your ads are not receiving enough impressions or clicks, expanding your reach by switching to broad match may be beneficial. Broad match lets your ads appear for a wider range of related searches, increasing exposure, but it risks lower relevance if not monitored carefully.

Step-by-Step Breakdown

Start small: Begin with one to three keywords to maintain control and better analyze performance.
Choose phrase match: Use phrase match to allow your ad to show for search queries that contain the exact phrase, providing a good balance between reach and specificity.
Adjust to exact match if necessary: If you’re seeing too many irrelevant broad keyword matches, switch to exact match to target very specific search queries precisely.
Expand with broad match cautiously: If impressions or clicks are insufficient, turn to broad match to widen your audience and increase ad visibility.

Real Examples

The core strategy involves starting with a manageable number of keywords in phrase match to test and learn which queries perform best. If your ads receive excessive unrelated searches, changing to exact match refines your targeting. On the other hand, when your ads lack impressions or engagement, adopting broad match helps capture more potential customers by matching broader search intent.

Common Mistakes

Starting too broadly: Using too many keywords or broad match from the start can lead to irrelevant clicks and wasted budget.
Not monitoring performance: Failing to adjust keyword match types based on results can limit campaign effectiveness.
Ignoring impressions and clicks data: Not switching match types when impressions or clicks are too low can reduce campaign reach and insights.

FAQs

Q: How many keywords should I start with?
Start with one to three keywords to maintain control and easier performance tracking.

Q: When should I switch from phrase to exact match?
If your phrase match keywords trigger too many irrelevant or broad queries, switch to exact match for better targeting.

Q: What if I’m not getting enough clicks?
Try broad match to increase impressions and clicks by reaching more related searches.

Key Takeaways

Begin with one to three phrase match keywords for a balanced approach.
Switch to exact match if too many broad, irrelevant keywords appear.
Use broad match to increase reach if impressions or clicks fall short.
Adjust your keyword match types based on campaign performance for optimal results.