This article will analyze in detail 5 important keyword match types in Google Ads, with specific examples, advantages and disadvantages, and how GTG CRM helps you implement keyword research for your ads.

Broad Match

How it works: Ads Displayed when the query contains: related words to the keyword, including synonyms or similar contexts.

• Example: Keyword web design services may display for queries such as: cheap website design, website development company, even website SEO services.

Advantages:

• Reach a wide customer base, suitable for the market research phase.
• Leverage Google's machine learning capabilities to find new opportunities.

Disadvantages:

• Easily consumes budget because it displays ads for irrelevant queries.
• CTR and Quality Score are often lower.

Broad Match is suitable for starting market research because it allows ads to be displayed with many search variations, including synonyms or related contexts.

When running Broad Match, you can easily attract a large amount of new traffic and discover unforeseen insights. This is the first stage of the funnel (TOFU), where the main goal is to create awareness and expand reach. However, because the search volume can be quite diluted, Broad Match needs to be combined with Smart Bidding for Google to optimize and must be controlled using negative keywords.

Phrase Match

How it works: Ads are displayed when the query contains the exact keyword phrase, can add words before or after.

• Example: Keyword “online marketing course” can be displayed for the query online marketing course in Hanoi or buy reputable online marketing course.

Advantages:

• Balances control and expansion.
• Still exploits variations but keeps search intent quite close.

Disadvantages:

• May still appear in some irrelevant searches if the context is broad.

When using phrase match, ads will show for searches containing the exact phrase, allowing you to maintain relevance while still expanding variations.

Phrase Match is often used in the middle of the funnel (MOFU), when customers have a clear intention and are considering options. Combining Phrase Match with negative keywords will help you refine traffic and focus on groups with more specific needs, For example: “CRM software for startups” instead of general searches.

Exact Match

How it works: Ads only show when the query matches exactly or very closely the selected keyword.

• Example: Keyword [buy CRM software] only shows when users search for buy CRM software or buy crm.

Advantages:

• High accuracy, often high CTR → improves Quality Score.
• Optimized costs, avoids wasting money on unintended keywords.

Disadvantages:

• Limited market expansion potential.
• Requires more time for keyword research to avoid missing opportunities.

Exact match provides the highest accuracy because ads only display when users search for exactly or nearly exactly the keyword you choose. This is the most powerful strategy in the bottom of the funnel (BOFU), where the goal is conversion. Although the cost per click may be higher, conversion rates from Exact Match are often superior because the purchase intent is clear, for example, “buy GTG CRM software”. To achieve maximum effectiveness, you need to prepare an optimized landing page and a clear call to action. p>

Negative Match Keywords

How it works: Prevents ads from displaying when the query contains negative keywords.

• Example: Photography services Negative word Free. Ads will not be displayed for Free photography services.

Advantages:

• Removes spam clicks, increases conversion rates Change.
• Save budget, focus on real potential customers.

Disadvantages:

• If the negatives are too broad, you may miss opportunities from potential customers.

Negative matching doesn't create more traffic but helps eliminate unwanted queries, for example, adding "free" to the negative list to avoid spam clicks. This is an important tool throughout the entire marketing funnel because it keeps TOFU traffic from diluting, ensures the MOFU group focuses on the right customers, and BOFU only includes those who are truly capable of buying. Using negative keywords effectively will help save budget and increase conversion rates.

GTG CRM – AI Comprehensive Keyword Research & Management



GTG CRM integrates AI for keyword research

Not just for lead management, GTG CRM integrates AI directly into the keyword research process – which is a very time-consuming process Time-consuming and requires high expertise.

Potential Keyword Suggestion

• Based on industry, products/services, website content, GTG CRM's AI will automatically suggest a list of related keywords.
• This list includes both short keywords (head keywords), mid-tail keywords and long-tail keywords → suitable for both awareness and conversion campaigns.

Competitive Keyword Analysis

The tool
• GTG CRM has the ability to crawl and analyze data from competitors in the industry, help you see:
• Which keyword groups they are focusing their budget on.
• Which keywords bring the most traffic.
• Untapped weaknesses for you to exploit.

Assessment of Competition & Costs

• The AI system not only provides a list but also includes metrics on search volume, estimated CPC, and level of competition.
• You can easily know which keywords to allocate your budget to for the highest ROI.

GTG CRM not only manages customers, but also becomes an “AI assistant” for Google Ads:

• Keyword research is many times faster.
• Knowing what competitors are doing.
• Knowing costs and competition levels from the start.
• Managing leads by match type and optimizing nurturing scenarios.

Thanks to this, small businesses can implement Google Ads campaigns as professionally as a professional agency without incurring additional hiring costs. outside.

Conclusion

Understanding and correctly applying the 5 keyword matching types in Google Ads is key to optimizing campaigns: reaching the right people, saving costs, and improving quality score. However, just clicks aren't enough – you need a system like GTG CRM to support the implementation process.

Standard Google Ads Campaign Structure