What are the pros and cons of using phrase match vs. exact match keywords in SEM?

1 Phrase match

Phrase match is a match type that allows your ads to show when users search for your keyword or a close variation of it, with additional words before or after it. For example, if your keyword is "red shoes", your ad can appear for queries like "buy red shoes online" or "red shoes for women". However, your ad won't show for queries like "shoes that are red" or "red leather shoes". To use phrase match, you need to put quotation marks around your keyword, such as "red shoes". Phrase match can help you reach a wider audience than exact match, while still maintaining some relevance and control over your ad delivery.

2 Exact match

Exact match is a match type that allows your ads to show only when users search for your keyword or a close variation of it, without any additional words. For example, if your keyword is [red shoes], your ad can appear for queries like "red shoes" or "red shoe". However, your ad won't show for queries like "buy red shoes" or "red shoes for women". To use exact match, you need to put brackets around your keyword, such as [red shoes]. Exact match can help you target the most relevant and qualified users for your offer, while minimizing wasted clicks and budget.

3 Pros and cons of phrase match

Phrase match in SEM campaigns has both advantages and disadvantages. On the plus side, phrase match can help you capture more traffic and conversions than exact match, as it allows you to reach users searching for your keyword with different modifiers or intents. It can also help you discover new keyword opportunities and insights, as well as optimize your ad copy and landing pages. However, it can also increase your cost per click (CPC) and lower your click-through rate (CTR), as you may face more competition and less relevance than exact match. Additionally, it can reduce your return on ad spend (ROAS) and increase your cost per acquisition (CPA), while requiring more time and effort to manage and optimize due to the need to add more negative keywords and bid adjustments.

4 Pros and cons of exact match

Exact match has some pros and cons for SEM campaigns. It can lower CPC and increase CTR, as you can bid more aggressively on the most relevant keywords for your offer. Additionally, it can increase ROAS and lower CPA, as you can drive more qualified clicks that are more likely to convert. On the other hand, it can limit traffic and conversions, as you may miss out on users who are looking for your keyword with different modifiers or intents. Furthermore, exact match can limit keyword discovery and insights, as well as ad copy and landing page optimization.

5 How to choose the best match type

When choosing the best match type for your SEM campaigns, there is no definitive answer as it depends on various factors such as goals, budget, industry, competition, and audience. However, some general tips can help. For broad, generic keywords with multiple meanings or intents, phrase match is recommended to capture more traffic and conversions while filtering out irrelevant queries. On the other hand, exact match should be used for specific and unique keywords with a clear and singular intent. This will target the most relevant and qualified users while avoiding wasted clicks and budget. For keywords that are somewhere in between broad and specific or have a moderate level of competition or demand, a combination of phrase match and exact match is recommended to balance reach and relevance while testing and optimizing performance.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?