Which Google Ads Match Type Should You Use?
Have you been searching for a quick and efficient way to generate leads for your dealership? If so, Google Ads is the platform for you. Pay-per-click campaigns (or PPC) can begin driving visitors to your company’s website in as little as 48 hours!
Before you can start growing your business through Google Ads, you’ll need to set up a campaign. During that process, you’ll need to select a number of keywords. When entering your keywords, Google will allow you to choose a match type from these three options:
- Broad match
- Phrase match
- Exact match
The match type you select will tell Google how closely a keyword needs to match a user’s query before the platform considers showing them your PPC ad.
So, which keyword match type should you choose? The answer depends on a variety of factors, including your budget and your marketing goals.
Let’s take a closer look at your options.
When you select broad match, you tell Google it can show your PPC ad to users who search for terms that loosely relate to your keyword. If your keyword is “affordable used cars,” your ad may show on queries such as:
- “2017 Honda Civic”
- “Dealerships near me”
- “Best cars under $10,000”
- “What to know before buying a used car”
- “Trucks for sale in Los Angeles”
- “Used car maintenance”
If you choose broad match, Google can also take the following factors into consideration when deciding whether or not to show your ad to a user:
- The content of your landing page
- The user’s recent search history, and
- The other keywords in your ad group
You should select broad match keywords if you want to maximize the number of people who see your ad and visit your website while keeping your cost-per-click (CPC) low.
There is one clear drawback to broad match keywords, however. Because the matching is so loose, many of the people who click on your ad may not yet be ready to buy a car or contact your dealership.
When you select phrase match, you tell Google it may display your PPC ad to users who search for terms that include the same general meaning as your keyword.
Using phrase match, the keyword “affordable used cars” is likely to show an ad on queries like:
- “Cheap preowned cars in New York”
- “Used Civic under $10,000”
- “Cheap cars for sale near me”
- “Low-cost preowned vehicles”
However, that same keyword is unlikely to display an ad on searches such as:
- “Latest deals on new cars”
- “How to maintain an old car”
- “Best electric vehicles”
Phrase match generally has a higher CPC than broad match. However, because the matching is a lot tighter, the users who click on your ads are much more likely to become your customers.
When you select exact match, you tell Google you only want it to show your ad on searches that have the same meaning or same intent as your keyword.
With exact match, the keyword “affordable used cars” will only show ads on queries such as:
- “Affordable used cars”
- “Used affordable cars”
- “Used cars that are affordable”
However, if you use exact match, the keyword “affordable used cars” is unlikely to display an ad on searches like:
- “Cheap preowned cars”
- “Affordable vehicles near me”
- “Used trucks under $10,000”
Exact match is the right option for you if you want total control over who sees your ad. However, this match type generally results in fewer impressions than broad match or phrase match. It can also have a higher CPC than these alternatives.
Need Google Ads Help? Contact the Experts at FZA Digital Today!
Do you need some help building a keyword list or selecting the right match type for your Google Ads campaign? If so, please don’t hesitate to get in touch with the team at FZA Digital. We have been helping dealerships like yours generate leads through PPC ads for years, and we’d love to do the same for you!
To talk to one of our friendly representatives and learn more about our services, all you need to do is fill in our short online contact form or give us a call at (424) 232-0810. We look forward to hearing from you!