Should You Use the Same Keywords in Different Match Types?

By: Jyll Saskin Gales, Google Ads Coach

Is it beneficial to use the same keywords in different match types within the same ad group or campaign? While this was a popular tactic years ago, Google Ads has evolved, and this strategy might not be as effective as it once was.

Let's explore the reasons why duplicating keywords with different match types might not be the best approach and explores alternative strategies for optimizing your Google Ads campaigns.

We'll cover:

• The Old Way: We'll examine why duplicating keywords by match type was once a common practice.
• Why It's Not Ideal: We'll explore the drawbacks of using the same keywords with different match types in modern Google Ads.
• A Better Approach: We'll discuss alternative strategies for testing and optimizing your keyword match types.

The Past: Duplicating Keywords for Control

In the early days of Google Ads, duplicating keywords with different match types was a way to gain tighter control over which searches triggered your ads. This allowed advertisers to prioritize certain match types and potentially improve campaign performance.

However, Google Ads has undergone significant changes over the years, and this approach may no longer be necessary or even beneficial.

The Present: Why Duplicating Keywords Can Be Counterproductive

Today, using the same keywords with different match types can actually hinder your campaign performance. Here's why:

• Data Splitting: When you have the same keyword in both phrase match and exact match, you're essentially splitting the data and learning between two keywords. This can slow down the learning process and make it harder to optimize your campaigns effectively.
• Inconsistent Results: Data splitting can also lead to inconsistent results, making it difficult to scale your campaigns and achieve your desired outcomes.
• Unclear Performance: With data spread across multiple keywords, it becomes challenging to assess the true performance of each individual match type.

A More Effective Strategy: Start with One, Then Expand

Instead of duplicating keywords, a more effective approach is to start with a single match type and then analyze your search term data to determine if you need to expand or contract your targeting.

For example, you could begin with exact match keywords and monitor their performance over a month or two. Evaluate your results based on factors like volume, efficiency, and the relevance of your search terms.

If your campaigns are performing well but lack volume, consider expanding some of your keywords to phrase match.

You could also start the other way by implementing broad match keywords, evaluating your search terms, and determining whether it's serving you well, or you should move to a more restrictive match type.

By adopting this strategy, you can optimize your campaigns based on data and achieve better results without the drawbacks of keyword duplication.