Google Ads match types are essential tools for advertisers, controlling how search terms trigger ads. By understanding these match types, marketers can craft effective strategies, optimise ad reach, and manage budgets effectively. Let’s dive into the key match types, explore the history of the now-retired broad match modifier, and examine the newly spotted “Search Max” match type.
Broad Match
Broad match is the default match type in Google Ads. It allows your ads to appear for searches that include:
- Misspellings
- Synonyms
- Related searches
- Relevant variations of your keywords
For example, if your keyword is “men’s running shoes,” your ad could appear for searches like “best sneakers for men” or “male jogging footwear.” This match type maximises reach but requires careful monitoring to avoid irrelevant traffic.
Phrase match provides more control than broad match. Ads show only when the search query includes your keyword in the exact order but may include additional words before or after.
Example:
- Keyword: “affordable laptops”
- Triggers: “affordable laptops under $500,” “discount on affordable laptops”
- Doesn’t trigger: “laptops affordable” or “budget computers”
Phrase match balances reach and relevance, making it a popular choice for advertisers.
Exact match ensures the highest level of control. Ads appear only for searches that exactly match your keyword or close variations (e.g., misspellings or plurals).
Example:
- Keyword: “vegan protein powder”
- Triggers: “vegan protein powder” or “vegan protein powders”
- Doesn’t trigger: “best protein powder for vegans”
Exact match is ideal for targeting highly specific search intent and minimising wasted ad spend.
Negative match prevents ads from appearing for specific search terms that are irrelevant or unprofitable. This match type is essential for improving campaign performance and reducing costs.
Example:
- Negative keyword: “free”
- Blocks: “free running shoes” if your goal is to target paying customers only.
The broad match modifier was a middle ground between broad and phrase match. Advertisers could place a “+” symbol before keywords to ensure they appeared in the search query in any order.
Example:
- Keyword: “+red +shoes”
- Triggers: “red running shoes,” “shoes in red”
- Didn’t trigger: “scarlet sneakers” or unrelated terms
Google retired BMM in 2021, merging its functionality into phrase match to simplify the match type system. While this change streamlined options, it required advertisers to adjust their strategies to maintain campaign performance.
What Is Search Max?
Search Max, a potential new match type, combines Search Term Matching and Text & URL Optimisation to increase reach and drive higher conversions. While details are scarce, early reports suggest it’s part of Google’s push toward automation and AI-driven advertising solutions.
What’s Happening?
- Advertisers have spotted a “Search Max” option in match type reports, hinting at an impending rollout.
- Lars Thoning Dybro first identified this feature, with further insights shared by Adriaan Dekker on LinkedIn.
- Mike Ryan, an ecommerce expert, speculated that Search Max could build on Google’s 2021 “Smart Matching” test.
How Does It Work?
Search Max appears to optimise ad performance by combining:
- Search Term Matching – Smarter alignment between user queries and advertiser intent.
- Text & URL Optimisation – Automated improvements to ad copy and landing page selection.
This approach could deliver:
- Broader reach
- Higher-quality traffic
- Increased conversions
What’s the Impact?
If widely implemented, Search Max could significantly reshape search advertising:
- Simplified Campaign Management: Less reliance on manual optimisation as Google’s algorithms take the lead.
- Enhanced AI Integration: Aligns with other automated features like Performance Max.
- Strategic Adaptation Required: Advertisers may need to revisit targeting strategies and embrace Google’s data-driven solutions.
Google Ads match types are evolving to meet the demands of a dynamic digital landscape. From the flexibility of broad match to the precision of exact match, each type serves a unique purpose. The retirement of broad match modifier and the potential introduction of Search Max reflect Google’s commitment to automation and smarter ad delivery.
As Search Max rolls out, staying informed and adapting strategies will be critical for success. Monitor your Google Ads account for updates and experiment with new features to maintain a competitive edge in the ever-changing world of digital advertising.
By Manesh Ram, Digital Marketing Specialist. Please follow @maneshram & Meta
