What is the difference between phrase match and broad match

Remember to consider the pros and cons of each option. Broad provides the broadest range and least control, exact offers more control and a smaller range, while the phrase match type is right in the middle. If you would like us to take a look at your Search campaign and provide some insights into what could be improved, speak to a consultant at Phoenix Media, contact information here.

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What is a Keyword Match Type? Broad Match Keywords Broad match is used when you want to deliver ads to variations of your target keyword. How do Facebook Ads work? On the other hand it will take you longer to get relevant data for that keyword. If you want to test multiple search terms using exact, you would have to run multiple exact keywords whereby each one of them has to reach their own click thresholds.

On the contrary, broad keywords are especially useful to find more relevant search terms. They will not only have your sponsored product appear when customers enter your exact keyword, but also when they enter broadly related search terms that include all of the keyword's word components.

However, this also means your search term relevance might be very low, as you could be appearing for various search terms that are not relevant to your product. Campaigns with broad keywords are therefore generally expected to be less efficient than the other match types, but necessary to find new search terms. Keeping a campaign restricted at the time of set up might restrict you from identifying new keyword opportunities. With broad match keywords, since the reach is expanded the opportunity window is wider.

But remember to review the search terms being triggered so that the irrelevant ones can be added as negative keyword. It is more ideal to use Phrase match type keyword when the order or sequence of the keyword matters to the business. For example, Wellington Hotels being the brand name may serve for unwanted search queries when put under broad match type such as hotels in Wellington. The limitation with using broad match keyword is that because of being less restrictive in nature, it might attract clicks from irrelevant terms.

Adding negative keywords becomes a must-task here. Whereas Phrase match will attract limited clicks being more restrictive and hence you are spared from the trouble of adding too many negative keywords and reviewing your search terms often. Whereas for Phrase match keywords, the low volume restricts you to reach to a conclusion about the keyword performance as the data is very limited to analyze.

Similarly, if there are multiple ad copies that you want to access, then using Phrase Match may not be able to gather significant data for you to draw a conclusion. Using Broad match in such case can give you substantial data to determine the best ad out of it. Sign up and start saving your ad budget now. Thanks for your nice article.

I have a question. Do keep a look out! Thanks Jimmy for the heads up.