GTG CRM - A Guide to Choosing the Right Keyword Match Type

This article will provide a detailed analysis of 5 important keyword matching types in Google Ads, with specific examples, advantages and disadvantages, and how GTG CRM can help you implement keyword research for your ads.

Broad Match

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

• For example, the keyword "web design services" might show results for queries such as " cheap website design," " website development company," or even "website SEO services."

Advantage:

• Reaching a broad customer base, suitable for the market research phase.
• Leverage Google's machine learning capabilities to discover new opportunities.

Disadvantages:

• It's easy to waste budget because it displays results for irrelevant queries.
• CTR and Quality Score are usually lower.

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

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

Phrase Match

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

• For example, the keyword "online marketing course" might show results for queries like "online marketing course in Hanoi" or " buy a reputable online marketing course."

Advantage:

• Balancing control and expansion.
• While still able to exploit the variant, the search intent remains quite precise.

Disadvantages:

• It might still appear in some less relevant searches if the context is broad.

When using phrase match, ads are shown to searches that contain the exact phrase, allowing you to maintain relevance while expanding on variations.

Phrase Match is typically used in the mid-funnel (MOFU) stage, when customers have a clear intention and are considering solutions. Combining Phrase Match with negative keywords helps 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 are only displayed when the query matches exactly or very closely to the selected keyword.

• For example: The keyword [buy CRM software] only appears when a user searches for CRM software or buy CRM.

Advantage:

• High accuracy, usually high CTR → improves Quality Score.
• Optimize costs and avoid wasting money on irrelevant keywords.

Disadvantages:

• Limits the ability to expand the market.
• You need to spend a lot of time researching keywords to avoid missing opportunities.

Exact match offers the highest accuracy because ads only show when users search for exactly or very close to your chosen keywords. 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 maximize effectiveness, an optimized landing page and a clear call to action are essential.

Negative Match Keywords

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

• For example: The main keyword is " photography services," with the word " free" as the negative. Ads will not be shown for free photography services.

Advantage:

• Eliminate unwanted clicks and increase conversion rates.
• Save on budget and focus on truly potential customers.

Disadvantages:

• Being too dismissive can lead to missed opportunities from potential customers.

Negative matching doesn't generate additional traffic but helps filter out unwanted queries. For example, adding "free" to the negative list helps prevent unwanted clicks. This is a crucial tool throughout the entire marketing funnel because it keeps TOFU traffic from becoming diluted, ensures MOFU focuses on the right customers, and BOFU only includes those who are truly likely to buy. Using negative keywords effectively saves budget and increases conversion rates.

GTG CRM – AI Comprehensive Keyword Research & Management

GTG CRM integrates AI for keyword research.

GTG CRM goes beyond just lead management; it integrates AI directly into the keyword research process – a highly time-consuming and specialized task.

Suggest potential keywords

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

Competitor keyword analysis

• GTG CRM has the ability to crawl and analyze data from competitors in the industry, helping you see:
• Which keyword group are they focusing their budget on?
• Which keywords generate the most traffic?
• There are weaknesses left unaddressed for you to exploit.

Competitiveness and Cost Assessment

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

GTG CRM not only manages customers but also acts as an "AI assistant" for Google Ads:

• Keyword research is many times faster.
• Knowing what your opponent is doing.
• Know the costs and the level of competition right from the start.
• Manage leads by match type and optimize the nurturing script.

As a result, small businesses can implement well-structured Google Ads campaigns like a professional agency without incurring additional outsourcing costs.

Conclude

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