When making settings for keywords in Google Ads, formerly known as Google Adwords, it is necessary to master the match types. Keyword match types must be known for proper account management. After all, advertising on Google is a system based on keywords. We can examine Google Ads Keyword Matching Types under 5 headings.

Broad Match:

This is a matching type that includes words such as synonyms, related versions, and plural forms of your keywords. For example; Let gold ring be your keyword. Users can find you even if they search on Google with keywords such as gold wedding ring, yellow ring, buy gold ring, buy gold. It may have a disadvantage: When a user searching for buy gold clicks on your ad, your advertising money will be wasted. In such cases, creating a list of negative keywords, which we will explain later in the article, will prevent this problem to some extent.

Broad Match Editor:

In this match type, similar variations of these words are used by using the + sign at the beginning of the words. enables its use. For example; +red +shoes is your keyword that you set up with the broad match editor. Users can find you if they type red men's shoes, buy red shoes. But when they say blue shoes and red boots, they can't find them. Because blue is not a synonym for red, boots or shoes.

Phrase Match:

These are keywords used with quotation marks. Let “tennis shoes” be our keyword. Users who type red tennis shoes, buy tennis shoes, tennis shoes shop can view your ad. However, people who search by adding the words "tennis" and "shoes" will not be able to reach your ad. For example; Ads will not be shown to people who write shoes or high heels for tennis. Phrase match type is the type of match that will appeal to a more limited number of people.

Exact Match:

[ ] These are the keyword types used with square brackets. If any words are written at the beginning and end of the words used, your ad will not be displayed. For example; Let [men's shoes] be our exact match. While users can reach your ad when they type "shoes for men" or "shoes for men", they cannot reach your ad when they type "buy men's shoes" or "red men's shoes".

Negative Matching:

This is the matching type used with the – sign. As we touched on broad match, these match types are the answer to the question of how users cannot find us in the ad. Actually, there is no end to it, but over time, as your ads become established, you will see how people are searching for you. You routinely follow these words regularly and start creating your negative keyword lists. Of course, you can create this list before your ads start. For example; Your keyword is red shoes. If you do not want it to be found when the word "heels" is searched, you can solve this situation with the negative match -heels.