Should you use Phrase Match keywords with Smart Bidding in Google Ads?

By: Jyll Saskin Gales, Google Ads Coach

Wondering if Phrase Match keywords can work hand-in-hand with Smart Bidding in Google Ads? The answer is yes! And as someone with over a decade of experience in the Google Ads trenches, let me assure you that this combination can be a powerful tool for your ad campaigns. In fact, I wouldn't use Phrase Match without it.

What are the keyword match types in Google Ads? 

• Phrase Match: Ads show when the search query contains the meaning of your keyword
• Exact Match: Ads show when the search query matches the meaning of your keyword
• Broad Match: Ads show for a wider range of searches related to your keyword

Google's Love Affair with Broad Match and Smart Bidding

Google often pushes advertisers towards using Broad Match keywords with Smart Bidding, claiming it maximizes reach and conversions. While this might be true for larger budgets and extensive data, it's not always the ideal strategy for everyone.

Contrary to what Google might suggest, Broad Match isn't a prerequisite for Smart Bidding success. In fact, Phrase Match and Exact Match keywords can both thrive with Smart Bidding's automated optimization.

Keyword Match Types Have Evolved

In the past, I often recommended starting with Phrase Match keywords in a new campaign and adjusting based on performance. However, with the recent changes to match types, it's no longer a one-size-fits-all answer. Now, if I'm working with a small budget advertiser, we'll usually start with Exact Match and expand from there if we see promising results.

Which match type should you use? Factors to Consider

The best approach for your campaigns depends on several factors, including:

• Your budget
• Your experience with Google Ads
• The demand for your keywords
• Your specific campaign goals

Smart Bidding: Your AI-Powered Ally

No matter which match type you choose, Smart Bidding is usually a no-brainer. It harnesses the power of Google's machine learning algorithms to optimize your bids and improve your campaign performance.

There are four main Smart Bidding strategies to choose from:

1. Maximize Conversions: Aims to get the most conversions possible within your budget.
2. Maximize Conversion Value: Aims to get the most conversion value (revenue) possible within your budget.
3. Target CPA: Aims to get as many conversions as possible at a set cost per conversion (CPA).
4. Target ROAS: Aims to get as much conversion value (revenue) as possible at a set return on investment (ROAS).

By understanding the nuances of keyword match types and Smart Bidding strategies, you can make informed decisions and create more effective Google Ads campaigns.