Google Ads Match Types in 2024: What You Need to Know

By: Jyll Saskin Gales, Google Ads Coach

Are you still relying on outdated Google Ads strategies? If you haven't adjusted your approach to match types recently, your search campaigns might be under-performing. Let's discuss the significant changes to Google Ads match types and how to adapt your strategy for success in 2024.

The Evolution of Keyword Match Types

Google has redefined how match types work, and it's essential to understand these changes to maximize your ad performance.

Here is the current definition of each Google Ads keyword match type:

• Exact Match: Ads may show on searches that share the same meaning as your keyword.
• Phrase Match: Ads may show on searches that include the meaning of your keyword.
• Broad Match: Ads may show on searches that relate to your keyword.

These broader definitions mean that your ads could be triggered by a wider range of search queries than before. While this might seem alarming, try to re-frame it as an opportunity to reach a larger audience and capture new search intent.

Why the Change to Keyword Match Types?

Google's shift towards broader match types is driven by two key factors, in my opinion:

1. Increasingly Complex Search Queries: With 15% of daily Google searches being brand new, it's crucial to have a flexible match type system that can adapt to evolving user behavior and language.
2. Monetization: Broader match types allow Google to monetize a wider range of searches, which benefits both the platform and advertisers who can reach a larger audience. At least, that's what a Googler would say!

The Future of Keywords is Unwritten

The evolution of match types is a clear indication that keywords, as we knew them, are becoming less relevant. In an AI-driven world, the focus is shifting towards understanding user intent and delivering relevant ads based on audience and context, rather than relying solely on specific keyword matches.

Adapting Your Keyword Strategy

To thrive in this new landscape, you'll need to shift your focus from keywords to broader themes and concepts. Here are some tips to adapt your Google Ads strategy:

• Optimize Your Website: Ensure your website is well-structured and optimized for search engines, so Google can easily understand its content and relevance.
• Create Compelling Ads: Focus on creating high-quality ads that resonate with your target audience and clearly communicate your value proposition.
• Embrace Automation: Ensure you're using Google's Smart Bidding strategies, like Maximize Conversions or Target ROAS, to leverage the power of AI and optimize your bids for better results.