Capture Demand at the Moment of Search

The Foundation of Search Campaign Performance

Keyword match types determine which searches trigger your ads. Getting this right is the difference between a campaign that prints money and one that burns it. Google offers three match types — Broad Match, Phrase Match, and Exact Match — each with distinct trade-offs between reach and precision.

Many advertisers make the mistake of defaulting to broad match for maximum reach, then wondering why their cost-per-acquisition is sky-high. Others go full exact match and miss valuable traffic. The art is in the strategic combination.

How We Use Match Types Strategically

At Nordiqly, we build search campaigns with a layered match type strategy. Exact match captures your highest-converting, proven keywords. Phrase match discovers valuable variations you haven't thought of. And broad match — used carefully with smart bidding and tight negative keyword lists — uncovers new opportunities at scale.

The key is treating match types as a discovery system. Broad and phrase match campaigns feed exact match campaigns with proven winners. This compounding approach means your campaigns get more efficient over time while still expanding into new keyword territories.

The Role of Negative Keywords

Negative keywords are just as important as targeting keywords. They prevent your ads from showing on irrelevant searches that waste budget. We maintain aggressive negative keyword lists at both the campaign and account level, updated weekly based on search term reports. This alone can reduce wasted spend by 15-30% in most accounts. Combined with the right Google Ads structure, negative keywords are your first line of defense against budget waste.