A key factor in running successful online advertising is delivering the ads to the right target audience — especially on platforms like Google Ads, which offer powerful tools for precise audience targeting.
Strategies for Defining Target Audiences in Online Advertising
Different advertising platforms employ various approaches to defining and reaching target audiences:
- Google Search Ads: Uses Keyword Targeting, relying on keywords to precisely deliver ads to the right audience.
- Social Media Ads: Uses Audience Targeting, based on personal data such as gender, age, interests, and more.
Basic Understanding of Keywords in Google Search Ads
We should first understand some key terms:
- Search Term: The word or phrase that a user types into Google search.
- Keyword: A word that the advertiser sets to link with the ad.
The ad will appear on the search results page when the Search Term matches the Keyword according to the specified criteria. This is the core of Keyword Targeting.
What are Keyword Match Types?
Keyword Match Types is a tool that helps you define the accuracy of matching between your Keyword and the user's Search Term. It is divided into 3 main types:
- Broad Match (Wide Match):
How to Use: Type the Keyword without any special characters.
Example: Running shoes
Match Type: The broadest. The ad will appear when the Search Term is related to the Keyword, even if it's not the exact same word.
Example::
Advantages: Reaches a broader audience, suitable for brands looking to increase awareness.
Disadvantages: The quality of traffic may not be as targeted, potentially increasing CPC.
2. Phrase Match
วิธีการใช้งาน: ใส่เครื่องหมายคำพูด ” ” ครอบ Keyword
Example:: “รองเท้าวิ่ง”
Match Type: The ad will appear when the Search Term has a similar meaning to part of the Keyword or contains closely related terms.
Example::
Advantages: A balance between reach and specificity, suitable for businesses looking to expand their customer base while maintaining the quality of traffic.
Disadvantages: May miss opportunities from users who use related terms but not an exact match with the phrase.
3. Exact Match
วิธีการใช้งาน: ใส่วงเล็บเหลี่ยม [ ] ครอบ Keyword
Example:: [รองเท้าวิ่ง]
ลักษณะการจับคู่: เข้มงวดที่สุด โฆษณาจะแสดงเมื่อ Search Term มีความหมายเหมือนกับ Keyword หรือเป็นคำเดียวกัน
Example::
Advantages: Attracts highly intent-driven viewers, with a higher chance of conversion to customers.
Disadvantages: The number of visitors may be lower due to stricter
Choosing the Right Match Types for Your Business
Choosing the Right Match Types should be based on your marketing objectives:
Suitable for Broad Match
- New businesses aiming to build brand awareness
- Products with a broad target audience
- Need new Search Term data for analysis
Suitable for Phrase Match
- Businesses seeking a balance between traffic volume and quality
- Businesses with a limited budget but aiming to reach a high-quality target audience
Suitable for Exact Match
- Businesses focusing on conversion
- Specialized products or services
- Highly competitive businesses aiming to focus on click quality rather than quantity
Effective Strategies for Using Match Types
Combining Match Types
There's no need to use only one Match Type. You can combine multiple Match Types, such as:
- Use Exact Match for high-performing main Keywords
- Use Phrase Match for Keywords that have conversion potential but require flexibility
- Use Broad Match for discovering new Keywords
Using Negative Keywords
Don't forget to use Negative Keywords to filter out users who are not part of your target audience, such as:
- If selling premium brand running shoes, you might add terms like "cheap" or "low price" as Negative Keywords
- If offering services exclusively in Bangkok, you might add other provinces' names as Negative Keywords
summarize
Keyword Match Types are essential tools that help you control when your ads will be shown based on search queries. Choosing the right Match Type enables you to effectively reach your target audience, save on your budget, and increase conversion opportunities.
For beginners, it is recommended to try using all three Match Types together and analyze the results to refine your strategy for the best fit with your business. Don't forget to regularly check the Search Term Report to discover new opportunities and continuously improve your Keyword strategy.
Written by: Written by: Yossapon Plodwong
Publication Date: March 31, 2025
