You’ve just launched a Google campaign and your client is pushing for results. A few days in, conversions are barely trickling in. Your ROAS is tanking, and you’re scrambling to figure out where things went wrong.
Did you cast the net too wide with broad match, or did you play it too safe with exact match?
As a marketer, you’ve probably spent a fair amount of time trying to decide between broad match and exact match keywords.
Both options have their merits, but the real question is: when do you pick one over the other?
Let’s go over how to make the right choice so you can avoid these road bumps.
Broad match and exact match both serve different purposes, and understanding when to use each one can save you from wasting ad spend or missing out on potential conversions.
What Is Broad Match?
Broad match is basically like casting a wide net. You’re allowing search engines to show your ads to users searching for variations of your keywords. Which includes similar terms, related searches, and even misspellings.
Essentially, ‘broad match’ helps you reach a bigger, broader audience with less effort. It’s flexible, which is why it can be tempting to lean on this match type.
But here’s where it gets a little tricky: broad match doesn’t care much for intent. You could be bidding on “running shoes” and end up with traffic looking for “best marathon watches.”
Bottom Line: Broad match means higher impressions, yes, but not always the quality clicks you’re after.
When Does Broad Match Work Best?
Testing New Campaigns
When you’re just kicking off a campaign, you don’t always have a ton of data to work with. You may not know exactly how your audience is searching for your product or what keywords will drive conversions. That’s where broad match can really help.
Broad match is mostly used to explore—you’re giving the search engine some room to find different variations of your keyword that could still lead to a click.
Using broad match allows you to understand what people are actually typing into the search bar when searching for something related to your brand. You’ll get a mix of search terms you expected and some surprises, which can help you tweak your strategy down the road.
For example, you could start with the keyword "running shoes" and discover through broad match that people are searching for “best running shoes for bad knees” or “lightweight shoes for marathons.”
You can take that data and work on your keywords later, but the broad match gives you that initial learning phase without being too restrictive.
Expanding Reach
Broad match also works when your goal is to reach more people. If you have a product or service that appeals to a wide audience, broad match helps you show up for search terms that you may not have thought of initially.
Let’s say you’re selling kitchen gadgets, and your keyword is “blender.” With broad match, your ad might show up for terms like “smoothie maker,” “food processor,” or even “best kitchen appliances for small spaces.” These are still relevant searches, and they could lead to potential customers you didn’t consider when setting up your campaign.
Broad match is a great way to make sure you’re not missing out on potential buyers who are searching in ways you didn’t anticipate. It opens up your audience and can introduce your product to people you might not have targeted otherwise.
What Is Exact Match?
Exact match is much more targeted. When you use exact match, your ads only show up when someone searches for your exact keyword (or very close variations).
Kind of like a sniper: precise, controlled, and to the point.
The biggest advantage of exact match is the quality of traffic. You know your ad is being presented in front of people who are looking for exactly what you’re selling.
But, it’s not going to give you the same volume as broad match would.
When Does Exact Match Make Sense?
Tight Budgets
When you're working with a tight budget, every dollar counts.
You don’t have the luxury of wasting money on clicks that won’t turn into conversions. That’s where exact match can really save the day.
For example, let’s say you’re selling “women’s leather jackets.” With exact match, your ad will only trigger when someone types that phrase (or very close variations).
You’re not paying for people searching for “men’s leather jackets” or “faux leather coats.” Using this strategy helps you avoid irrelevant clicks that eat up your budget but don’t bring in the right audience.
It’s a more controlled way to make sure you’re only paying for people who are inclined to convert on your ad. Basically, searchers with high-intent, which brings us to our next point.
High-Intent Keywords
Exact match works particularly well when you’re targeting high-intent keywords. These are searches that signal someone is closer to making a purchase—they’ve done their research and are now in decision mode.
When someone types something specific like “buy running shoes online,” they aren’t casually browsing anymore; they’re actively seeking to make that purchase.
Using exact match for these types of keywords means your ad reaches people who are further along in the buying process. They’re prepared to act, and your ad appears right then and there.
It’s a great way to focus on the customers who are likely to convert without casting a wide (and sometimes expensive) net.
In short, exact match is the way to go when you need to be more efficient with your budget or when you’re going after customers who are actively looking to buy. It keeps your ad spend focused and targeted, making sure you’re spending your money where it counts.
Of course, the downside here is that exact match is more restrictive. You won’t get as many impressions, so you have to be confident that the keywords you’re bidding on are the right ones.
How to Know Which to Use When?
It really comes down to where you are with your campaign and what you’re trying to achieve. Here’s how to figure it out:
What Stage is Your Campaign In?
If you’re in the testing phase and still gathering data, broad match is a great way to see what works for you. Once you have a better understanding of which terms are working, shift towards exact match to refine your targeting.
Are You Working with a Broad or Niche Audience?
Products with mass appeal, like apparel or home goods, tend to perform well with broad match because you’re more concerned with volume. However, if your brand is niche or specialised, exact match is the way to go.
Do You Have Data to Support Your Choices?
If you have historical data, you’re in a better position to use exact match and save budget. But if you’re venturing into a new market or testing out a new product, broad match allows you to explore without being too restrictive.
What’s Your Budget?
With a bigger budget, you can afford to experiment with broad match to learn more about your audience. But if you’re working with limited resources, it’s often safer to stick with exact match and ensure your spend is directed towards high-quality clicks.
So, Which Is The Better Choice For Your Campaign?
You don’t have to choose one over the other every time.
In fact, many successful campaigns use a combination of both match types. Broad match can help you expand your reach and find new opportunities, while exact match can help you drive conversions from a highly targeted audience.
Keep an eye on how things are going with your campaigns. Look at the data regularly and make changes as needed. This way, you can see what’s working, what’s not, and adjust your strategy to get better results over time.
Use broad match as your discovery tool and exact match for precision targeting. When used together, they can drive both volume and conversions, helping you strike that perfect balance between reach and relevance.
Final Words
Broad match and exact match aren’t really about “which is better”—it’s more about what’s better for this moment in your campaign.
Sometimes you need a wider reach; other times, you need precision. The magic happens when you know when to use each one to get the best possible results.
So, next time you’re setting up your campaign, take a step back and ask yourself: what’s the goal right now? Broad match or exact match will each play their part when the time is right.
SO, WHERE DO YOU FIND THIS PARTNER?
Well, aren’t we glad you asked! We at DigiCom are obsessive data-driven marketers pulling from multi-disciplinary strategies to unlock scale. We buy media across all platforms and placements and provide creative solutions alongside content creation, and conversion rate optimizations. We pride ourselves on your successes and will stop at nothing to help you grow.
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