Siphiwe Khuzwayo

6 months ago · 2 min. reading time · ~10 ·

Siphiwe blog
Understanding Keyword Match Types: How to Optimise Your Ad Campaigns

Understanding Keyword Match Types: How to Optimise Your Ad Campaigns

Broad Match Modified Broad Match

As a digital marketer, optimising your ad campaigns to achieve maximum returns on investment (ROI) is essential. One of the critical factors that can make or break your advertising efforts is the use of keyword match types. In this article, we will explore the different keyword match types and provide you with practical tips on how to use them effectively to optimize your ad campaigns.

What are Keyword Match Types?

Keyword match types determine how closely the keyword in your ad campaign matches the search query entered by a user on a search engine. There are four keyword match types that you can use in your ad campaigns:

Broad Match: This match type allows your ad to appear for search queries that are related to your keyword, including synonyms, misspellings, and variations of your keyword.

Modified Broad Match: This match type allows you to specify which terms in your keyword must be present in the user's search query to trigger your ad.

Phrase Match: This match type allows your ad to appear for search queries that contain your keyword in the exact order you specified, with other words before or after it.

This match type allows your ad to appear for search queries that exactly match your keyword, with no additional words before, after, or in between.

Best Practices for Using Keyword Match Types

Using the right match type for your keyword is crucial to the success of your ad campaign. Here are some best practices to follow:

Use a combination of match types: Instead of using only one match type, try a combination of match types to maximize your ad's reach while maintaining relevance.

Start with a broad match: If you're unsure which match type to use, start with broad match to get a sense of the search queries that trigger your ad. You can then refine your match types based on your performance data.

Use negative keywords: Negative keywords are terms that you don't want your ad to appear for. Adding negative keywords can help you avoid irrelevant clicks and improve the overall performance of your ad campaign.

Tailor match types to your campaign goals: Your choice of match type should align with your campaign goals. For example, if your goal is to increase brand awareness, you may want to use a broad match to reach a wider audience. If your goal is to drive sales, you may want to use an exact match to target highly specific search queries.


Keyword match types are an essential part of optimising your ad campaigns. By understanding the different match types and using them effectively, you can increase the relevance and performance of your ads, ultimately driving more traffic and conversions to your website. Remember to test and refine your match types regularly to ensure you're getting the best possible ROI from your ad campaigns. With the information and tips provided in this article, you'll be well on your way to outranking your competitors in search engine results pages.


Articles from Siphiwe Khuzwayo

View blog
4 months ago · 2 min. reading time

As an SEO professional, it's difficult for me to associate the words "death" or "dying" with SEO. Ho ...

6 months ago · 2 min. reading time

Search Engine Optimization (SEO) has long been a key strategy for businesses looking to increase the ...

6 months ago · 2 min. reading time

In the world of digital marketing, tracking and analyzing website data is essential for businesses t ...

You may be interested in these jobs

  • Fidelity Services Group

    Branch Manager

    Found in: Emprego ZA C2 - 1 day ago

    Fidelity Services Group Secunda, South Africa

    Branch Manager Secunda / Embalenhle - Specialized Services Division · A position for a Branch Manager under Specialized Services Division exists at FSS Secunda reporting to the Regional Executive. The ...

  • side step

    Bubbly Well Spoken Sales Person

    Found in: Emprego ZA C2 - 12 hours ago

    side step Krugersdorp, South Africa

    A position has become available for a Casual Salesperson to join our dynamic team. · Job Purpose · To effectively and efficiently manage the functions within the store daily. · Duties & Responsibiliti ...

  • Isilumko Staffing

    Operations - Recruitment Manager

    Found in: Talent ZA C2 - 3 days ago

    Isilumko Staffing Sandton, South Africa Full time

    Recruitment Manager to head up a an operations team made up of recruiters and support staff to work in a highly pressured environment. · To be responsible for payroll. · Must be target driven, a bias ...