Google Ads match types refer to the different ways you can target your ads to show up in search results based on the keywords users search for. For dentists, choosing the right match type can be the difference between getting clicks from interested patients and wasting money on irrelevant searches. In this article, we’ll go over the different Google Ads match types for dentists and how to use them to improve their advertising results.
What are the different keyword match types?
The three primary keyword match types in Google Ads are:
- Broad match: This is the default match type and it shows your ad for any search that includes your keyword or a variation of it. For example, if your keyword is “teeth cleaning,” your ad could show up for searches like “best teeth cleaning,” “teeth cleaning tips,” and “teeth cleaning near me.”
- Phrase match: This match type shows your ad for searches that include your keyword in the exact order you specify, along with any words before or after it. For example, if your keyword is “teeth cleaning,” your ad could show up for searches like “affordable teeth cleaning” or “teeth cleaning in my area.”
- Exact match: This match type shows your ad for searches that match your keyword exactly, with no additional words before or after it. For example, if your keyword is “teeth cleaning,” your ad could show up for searches like “teeth cleaning services” or “teeth cleaning cost.”
Each match type affects the reach and relevance of your ads in different ways. Choosing the right match type can have a big impact on the performance of your dental advertising.
Broad match
Broad match is the most permissive match type. It can result in your ad showing up for a wide range of search queries. While this can be beneficial for getting your ad in front of a larger audience, it can also lead to irrelevant clicks and wasted ad spend. To use broad match effectively for dental advertising, consider these tips:
- Use negative keywords to exclude searches that are irrelevant to your practice or services
- Start with a smaller set of broad match keywords and expand gradually based on performance data
- Monitor your search terms report regularly to identify irrelevant searches and add them as negative keywords
Overall, while broad match can be a good starting point for new campaigns or to generate new keyword ideas, it’s important to use it carefully and monitor your performance closely to ensure that your ads are reaching the right audience.
More experienced Google Ads users rarely use broad match. The reason is simple. Their experience has shown them keywords to target. They don’t need to spend as much time experimenting because of this.
Phrase match
Phrase match is a slightly more restrictive match type than broad match. It is less restrictive than exact match. It shows your ad for searches that include your keyword in the exact order you specify, along with any words before or after it. Here are some benefits and drawbacks of using phrase match for dental advertising:
- More targeted than broad match, which can lead to higher click-through rates and better ad relevance
- Still flexible enough to capture long-tail variations of your keyword
Here are some of the drawbacks:
- Can still result in some irrelevant clicks, particularly if your keyword is too broad or general
- May miss out on some relevant searches that don’t match your keyword exactly
To use phrase match effectively for dental advertising, consider these tips:
- Use negative keywords to exclude irrelevant searches
- Group related keywords together to create more specific ad groups
- Monitor your search terms report to identify new phrase match keywords to add to your campaigns
Exact match
Exact match is the most restrictive match type and it shows your ad only for searches that match your keyword exactly, with no additional words before or after it. Here are some benefits and drawbacks of using exact match for dental advertising:
- Highly targeted, which can result in higher click-through rates and better ad relevance
- Can help you identify new opportunities for more specific long-tail keywords
Here’s a list of the drawbacks:
- Can result in missed opportunities for related searches that don’t match your keyword exactly
- May limit your ad reach and volume of clicks
To use exact match effectively for dental advertising, consider these tips:
- Use negative keywords to exclude irrelevant searches
- Create separate campaigns or ad groups for exact match keywords to allow for more specific ad copy
- Monitor your search terms report to identify relevant long-tail keywords to add to your campaigns
Which keyword match type should I use in Google Ads?
Choosing the right keyword match type in Google Ads depends on your goals, budget, and the specific search behavior of your target audience. Here’s a summary of the pros and cons of each match type and guidance on which match type(s) to use in different situations:
- Broad match: Good for new campaigns or to generate new keyword ideas, but should be used carefully to avoid irrelevant clicks. Use negative keywords to refine targeting.
- Phrase match: More targeted than broad match, but still flexible enough to capture long-tail variations of your keyword. Best for mid-sized campaigns that want more control over ad relevance.
- Exact match: Highly targeted, which can result in higher click-through rates and better ad relevance. Best for campaigns with specific target keywords and limited budget.
Ultimately, the best approach is to test each match type and evaluate their performance based on your specific goals and budget. As a general rule, it is recommended that you stick with phrase and exact match in dentistry.
Why does Google recommend broad match type for Google Ads?
Google recommends using broad match for new advertisers and campaigns because it can help you reach a wider audience and identify new keywords to target. Here are some reasons why:
- It allows your ads to show for a variety of related searches, which can help you discover new, relevant keywords to add to your campaign.
- Broad match can help you reach more potential customers who may not have used the exact keyword you’re targeting but still have relevant search intent.
- Broad match can be a good starting point for new campaigns or in unfamiliar markets as it allows you to test the waters and gather data on how your audience is searching.
However, it’s important to use broad match carefully and monitor your performance closely to avoid irrelevant clicks and wasted ad spend. Some speculate that Google recommends broad match so that advertisers spend more money. Broad match has it’s place in limited situations though.
When it comes to Google Ads match types for dentists, broad match has almost no utility. We recommend you not use it in your Google Ads match types for dentists. Stick with phrase or exact match.
What are negative keywords?
Negative keywords are specific keywords that you can add to your campaign to exclude your ads from showing for certain search terms. They can help you refine your ad targeting and improve ad performance. They do this by preventing your ads from showing for irrelevant searches.
Here are some examples of negative keywords that dentists might use:
- Free: If you don’t offer free dental services, adding “free” as a negative keyword can prevent your ads from showing to users who are looking for free dental services.
- Jobs: If you don’t want to advertise for job openings at your practice, adding “jobs” as a negative keyword can prevent your ads from showing to users who are looking for dental jobs.
- Cheap: Most dentists don’t want to attract price-sensitive customers. So, adding “cheap” as a negative keyword can prevent your ads from showing to users who are looking for cheap dental services.
Those are just a few examples. Most campaigns will require hundreds if not thousands of negative keywords. Especially if you are using broad or phrase match. You will want to view your search terms report regularly and add more as well.
Adding negative keywords to your Google Ads will:
- Improve your click through rate
- Show your ads in more relevant search queries
- Save you money
- Improve your quality score and campaign effectiveness
Conclusion
In conclusion, choosing the right Google Ads match types for dentists is crucial for dental marketing success.
Broad match can help you reach a wider audience and identify new keywords to target. However, it should be used carefully to avoid irrelevant clicks.
Phrase match and exact match offer more targeted options. However, they may limit your ad reach and volume of clicks.
By testing each match type and monitoring performance closely, you can find the right balance of reach and relevance for your dental advertising campaigns. Use negative keywords to further refine your targeting and improve your ad performance.