Boost Your CTR: Uncovering 3 Keyword Match Types in Google Ads

By NIIT Editorial

Published on 14/06/2023

One of the most important factors to think about when creating successful Google AdWords ads is the kind of keyword match you use for the keywords you select to utilise. If you want to increase your click-through rate and reach the right people with your ads, learning about the different types of keyword match will help. 


This is because the various categories play a role in determining when your adverts will appear in search results (CTR).


Table of Contents


  • CTR and its Importance
  • How Does Keyword Match Types Impact CTR 
  • Broad Match Keywords
  • Phrase Match Keywords
  • Exact Match Keywords
  • Using Keyword Match Types to Boost CTR:
  • Conclusion


CTR and its Importance

CTR is the gold standard for digital marketing success. CTR is found by dividing the number of adverts clicked on by the total number of impressions (impressions).


High CTR values suggest interested viewers. If individuals who are looking for what you're selling are attracted to your ad and click on it, you have a high click-through rate (CTR). If your ad has a low CTR, you risk losing money on wasted impressions and a drop in conversion rates. Improved traffic, ad performance, and conversion rates are the results of click-through-rate (CTR)-boosting methods in online advertising. 


Raising CTR and learning what works for your business may be accomplished via the use of targeted keywords, engaging ad text, and the testing of various ad formats and placements.


How Does Keyword Match Types Impact Ctr? 

Improving your online marketing strategies may be done by tracking and adjusting your CTR to fit what your audience responds to most.


Click-through rate (CTR) is affected by the keyword match types used in Google AdWords. Clicks and conversions are based on how well your keywords match the user's search query and how often your ad appears in response to their inquiry.


Wide match keywords may have a larger audience but a lower click-through rate (CTR) since they are less specialised. Although this may help you grab more prospects, it may also result in clicks from people who aren't interested in what you're offering. Ads targeting a phrase match keyword will only show up in response to inquiries that use the complete phrase in the sequence chosen, together with any words that come before or after the phrase. 


This match could be more relevant and have a higher CTR than an exact match. Only searches using your exact-match keywords will trigger an ad to appear. Although this pairing might increase relevancy and click-through rate, it could decrease reach and cost companies potential customers.


The success of your campaign will be determined by the precision and reach of your chosen keyword match types. Google AdWords campaigns' relevance, click-through rate, and reach may all be improved with regular monitoring and tweaking of keyword match types.


Broad Match Keywords

If you use wide match keywords in Google AdWords, your ads will show up for queries that include every word of your keyword phrase, no matter what order the words come in.


Google's broad match function looks for searches that are semantically related to your phrases. This form of match ensures that your ads will be seen by the most people. If your broad match keyword is "shoes," your ad may appear in response to inquiries like "buy shoes online," "red shoes," and "best running shoes." 


Using this kind of match might lead to the discovery of new and fascinating search keywords, allowing you to reach customers who may have overlooked your ad had you relied on a more narrowly focused approach.


Wide match may reduce the CTR and relevance of your campaign since your ads may appear in response to queries that have nothing to do with your offering. Keep an eye on your keyword list and make adjustments as required to ensure the right people see your advertisements; you can also use negative keywords to prevent your ads from showing up in response to searches that aren't relevant to your brand.


Pros and Cons of Using Broad Match Keywords

There are certain downsides to using wide match keywords in Google AdWords. Here, we've outlined the pluses and minuses of using broad match keywords in your advertising campaigns.


  • Utilizing Wide Match Keywords Allows You to Reach a Larger Audience
  • Your products and services may be of interest to people who use a wide range of search keywords and phrases.
  • If you expand the range of search queries for which your ads are shown, you may discover new, unrecognised keywords that you may use into your campaigns to increase their relevance and reach.
  • Time-Saving: It is possible to save time on keyword research and ad creation by using broad match keywords, which provide an automated and less detailed approach to targeting.


  • Low Click-Through-Rates Caused by Advertising Appearing in Connection-Free Searches Ads optimised for a broad set of keywords may start showing up for searches that have nothing to do with your niche (CTR).
  • Wide match keywords lead to low return on investment due to wasted ad spending on irrelevant clicks (ROI).
  • Since you have less control over which searches trigger your ads when using wide match keywords, you risk having your brand seen by people who aren't a good fit for your business.
  • You need to regularly monitor and optimise your campaigns, taking into account the pros and disadvantages of using broad match keywords, if you want your ads to be seen to the right people and achieve a decent return on investment. Negative keywords allow you to exclude search queries that are unrelated to your campaign, which may help increase its effectiveness.


Tips For Using Broad Match Keywords Effectively

Consider these wide match keyword tips for Google AdWords campaigns:

  1. Reverse Keywords

Negative lexical items Stay away from useless clicks that squander your advertising budget. To keep your advertising from showing up for irrelevant queries, you might use "negative keywords."


  1. Internet Search Tracking Report

See the keyword analysis report. You may use it to weed out unnecessary terms.


  1. Shortlist Keywords

Create a short list of wide match keywords to build upon as you learn more about your company's most often used phrases. If you want your ads to reach more individuals and uncover more hidden gems, you need to use more keywords.


  1. Modified Broad Match

Broad-match Wide match could be phased out in favour of customised keywords. With this form of match, you may specify the search terms that must be used for your ad to be seen. As a result, users are clicking on less irrelevant information and more relevant stuff.


  1. Topicalize Search Keywords

Create ad groups for all of your broad match keywords. This allows you to increase relevancy and click-through-rate by tailoring ad language and landing pages to certain groups.


  1. Track KPIs

To see which keywords and ad groups are doing well and which ones may need some work, check your campaign's CTR, Conversion Rate, and Return on Investment.


Examples of Broad Match Keywords

Google AdWords wide match keywords include:

  1. Shoe

The phrases "purchase shoes online," "men's shoes," "women's shoes," "sports shoes," and others may all lead to your advertising if you choose a wide match keyword.


  1. Fitness Equipment

Someone looking for "gym equipment," "exercise machines," or "home gym equipment" might potentially come across your adverts using this term.


  1. Package Vacations

You may get people searching for "budget vacation packages," "all-inclusive vacation packages," "beach vacation packages," and related phrases to see your advertising if you use this wide match keyword.


Phrase Match Keywords

Using phrase match keywords in Google AdWords, your ads will appear in response to queries that include both your target keyword and one or more other phrases.


Your ad may show up for the phrases "best running shoes for females" or "buy running shoes online" if your phrase match keyword is "running shoes," but it wouldn't show up for the phrases "shoes for running" or "best basketball shoes." As phrase match ads only show up in response to searches that use the exact phrase the user entered, they are more relevant than broad match ads. Increased CTRs and relevant traffic are the results.


Phrase matching is more specific than broad matching since it only looks for results that include your exact phrase plus any prefixes or suffixes you provide. As a result, you can miss out on traffic that has come through a similar search.


It's possible that you might raise your advertising without sacrificing relevance by switching to phrase match with broad match modified or exact match. If you want your ads to reach the right people and provide a good return on investment, you'll need to keep an eye on and tweak your keyword list.


Pros and Cons of Using Phrase Match Keywords

Phrase match keywords may activate ads not just for searches that include the precise phrase you've provided, but also for searches that include any terms before or after it. These are some pluses and minuses of employing phrase match keywords in your SEO strategy.



  • The benefits of phrase match include the ability to target more targeted search queries that are related to your product. Potentially increasing revenue by connecting with your target client.
  • Phrase match keywords, being more particular than broad match keywords, are more likely to elicit clicks and so improve Quality Scores.
  • Better control over your advertising spend and less wasted clicks are the results of using term match.



  • Unlike broad match, phrase match only returns results that include the specific term you entered. So, you run the danger of alienating those who may otherwise buy your product or service.
  • You might lose out on qualified clicks by neglecting to account for all the various variants of the search term when choosing your phrase match keywords.
  • Because of their narrower focus, phrase match keywords may be more competitive and have a higher CPC than broad match keywords. It's possible that increasing your bids will be necessary if you want your ad to be seen by its target audience.
  • Internet advertising that uses phrase match keywords will only show those advertisements in response to searches for that phrase or a close variant of it.


Tips For Using Phrase Match Keywords Effectively


  1. To Understand

Phrase match keywords need understanding user motivation. Understanding why people buy may improve your marketing.


  1. Use Adversity

Negative keywords might limit your ads to relevant requests.


  1. Long-Kail Keywords

Phrase match keywords work effectively with specific, low-competition long-tail keywords. This lets you target visitors who are likely to be interested in your ads.


  1. Review the Queries

Examine your ad inquiries regularly. Adding phrase-match keywords to your advertising can improve targeting.


  1. Testing and Optimisation

Like every advertising campaign, phrase match keyword campaigns must be evaluated and optimised. This method lets you find the best tactics and apply them faster.


Examples of Phrase Match Keywords

Phrase match keywords are phrases that are used in internet advertising to reach people who have searched for that phrase or one that is very close to it. Some common instances of phrase-matching keywords are as follows:

  • "Cheap flights to London"
  • "Best pizza in New York"
  • "Outdoor gear for camping"
  • "Fitness classes near me"
  • "Top-rated hotels in Paris"



Exact Match Keywords:

For an ad to appear in response to a user's search, the user's query must include the same term used in the ad. To achieve this, precise keyword matching is used. While exact matches may get less overall search engine traffic, they often receive more clicks than wide or phrase matches.


Pros And Cons of Using Exact Match Keywords


  • Clicks from individuals who are actively looking for your product or service (as shown using exact match keywords) are more relevant and may result in greater conversion rates.
  • You may save money on advertising by using exact match keywords rather than wide or phrase match keywords. This is because exact match keywords often have a lower cost per click (CPC).


  • Since they demand an exact match, exact match keywords may not be as popular as wide or phrase match keywords, reducing the number of people who see your ad.
  • Potential lost business if you restrict your keyword research to simply those phrases that are an exact match.


Tips for Using Exact Match Keywords Effectively

  • Make use of "negative keywords," or search phrases that aren't related to your product or service, to reduce the number of clicks on unrelated results.
  • Make sure your exact match keywords are producing enough traffic to be worthwhile by keeping an eye on how well they're doing.
  • Using a mix of exact and broad/phrase match keywords might increase your chances of capturing relevant queries.


Examples of Exact Match Keywords:

"red running shoes"

"organic baby food"

"plumbing services near me"


Using Keyword Match Types to Boost CTR

You need to carefully choose the match type for each phrase to ensure that your ad only displays in response to relevant searches. More people may click on your link if you use wide match keywords, but using exact match keywords may offer you more relevant clicks and hence better results.


The match type determines how closely a search query must match a keyword for an ad to be shown. Yet, whereas exact match keywords guarantee that no relevant searches are overlooked, wide match phrases may attract clicks from those doing searches that are only distantly linked to your product or service.


Tips for Testing and Optimizing Match Types for Improved CTR

  • Then, try using just exact-match keywords and observe how well they work in terms of traffic and sales. If not, you may want to think about adding more categories of matches.
  • Adjust your match types based on the search words that are activating your advertising, which can be seen in search term reports.
  • Try out several keyword match types to determine which ones result in the most relevant clicks and sales.


Examples of Successful Campaigns Using Various Match Types

  • A shoe shop that uses brand- and model-specific exact-match keywords to attract customers looking for their precise pair.
  • An eatery serving up sweeping



Google AdWords users may improve their clickthrough rate by selecting the best keyword match type. Maybe more people will find your site if you use broad match terms, but they may also include those who aren't really interested in what you have to offer. Phrase match keywords may attract more relevant search engine users, but this is not a given. Exact match keywords, although less common, often provide the most relevant results. Advertising may be fine-tuned for maximum relevance and click-through rate (CTR) by using a variety of match types and closely monitoring performance. A digital marketing course may help you increase your click-through rate (CTR) and figure out what works best for you and your company.