Google has introduced a new Google intent-based matching to improve search results. SEO agencies as well as digital marketing professionals are now utilizing it when they craft a content marketing strategy as well as digital marketing campaigns. In this blog, you will get to know about what a phrase match is and how Google phrase match works. Ad targeting systems continue to evolve in search engines, especially Google and one of the important updates is the introduction of Google intent-based matching.
What is a phrase match mean in SEO you may wonder. Google ads are paid ads of Google that appear on SERP pages, Google Display Network Websites, Google Play, and all kinds of mobile applications. Google engages in making these Google ads effective for you as much as possible by updating algorithms and AI-enabled technologies.
Phrase match is a keyword-matching technique used in Google ads that provides you with a wider reach when you create Google ads. It allows your ads to show on any search query that includes an exact keyword phrase, with the possibility of add-on words along with it. Therefore, the search results will have relevance and you will bag more clickthrough rates.
Google Neural Matching is an algorithm used by the search giant as part of its search algorithm. Just like Google phrase matches it also uses Machine learning and Artificial Intelligence. Another keyword algorithm is the exact match domain. What is an exact match domain? An exact match domain is a domain name that matches a keyword or phrase that people might search for. It improves a website’s search engine ranking for specific keywords.
In Google Ads, “phrase match” means your ad will show for searches that include your exact keyword phrase but may also include additional words before or after that phrase, essentially allowing for some flexibility while still maintaining a level of control over which searches trigger your ad; it’s a balance between the specificity of exact match and the broader reach of broad match.
For instance:
“Best lip balm for summer” is an exact phrase that matches
The ad result will look like this:
“Where to buy the best lip balm for women”
“Best lip balm for women”
“Cheap best lip balm for women”
The ad result will not look like this:
“Lip balms for summer”
“Best lip balms of summer”
Broad match vs phrase match can be seen on different blogs and articles and they are totally unrelated. Broad match as the name suggests is a keyword algorithm that provides a more general and elaborate range of searches. Once you place the keyword “best hair salon”, it shows ads not only for those exact keywords but for its synonyms or related terms. It is a default match type in Google ads and it can be less relevant because it comprises various terms. People use broad matches when they want their ad to appear before a wide range of audience.
On the other hand, Phase match keywords are more specific and always match content that specifies exact phrases. It matches the searches that contain that specific keyword phrase. By focusing on specific variations, you can balance the reach and relevance of ads. In phrase match, it is possible to add a few words before or after the phrase match keyword on Google ads. This type of matching is used to get a quality target audience as well as a segment.
Use thematic ad group structuring – It uses certain themes to organize Google ads. Each theme keyword is closely related allowing for more focused ad copy and better-targeting ofsegmented user interest. For example, luxury watches or summer dresses. Improved quality scores, easier performance comparison, better targeting, and simplified bid setting are the best examples.
Negative keyword strategy in Google ads is very effective as it helps prevent your ads from appearing for specific search terms. It also increases your ROI and maximizes ROAS.
Google’s search term report is a gem as it provides insight into the types of keywords and search terms that lead to your ads. By including these keywords, you can improve your ad performance.
By doing an A/B testing, you can determine which ad version performs the best for your ad campaign. It in turn helps you optimize ad budget allocation as well as optimization strategies.
The use of automated, smart bidding strategies helps you figure out the best for your business and you register more CTRs, conversions, conversion value, and engagement. Ad bids are determined with the help of automated strategies in driving conversions. This approach also helps you achieve effective budget allocation.
So you have an idea about what is phrase match in Google ads and how to use it to leverage it in Google ad campaigns for your business. Using these top practices of Google phrase match, you can see a sudden leap in conversions, CTR, and ROI.
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