Digital Marketers Explain: Which Match Type is Best for Search Campaigns

July 18 21:23 2022

London, UK – July 18, 2022 – In July 2021, Google removed its support for ‘broad match modifier’ (BMM) for phrase matches. Since then, marketers have had to learn about Google’s match types.

Google allows three match types to choose from, which are ‘exact match’ which chooses keywords based on precision. ‘Broad match’ is used to determine audience reach, whereas ‘phrase match’ is used to work on both precision and reach.

Google shows results for similar meanings of keywords, instead of a singular keyword. The point in doing so is to combine match types for one singular campaign, or to increase volume as well as attract more of a relevant audience.

A keyword match type essentially determines how relevant keywords are with a user’s search query. Google’s implementation of broad match modifier looks into phrase match to cover a broader range of themes.

Speaking of this increased need for digital marketing services, Simone Spence, Senior Account Strategist at The Brains, says:

“Swipe left, swipe right – it’s a match! Finding your perfect match is not as straightforward as it seems. It requires time, research and a significant amount of optimization. Most importantly make sure you understand how match types work and their influence on the quality and relevance of the traffic you are tapping into.”

– Simone Spence, Senior Account Strategist Paid Media, The Brains

About The Brains

The Brains is a leading digital marketing agency in London, focused on strategies that offer unbeatable ROI and long-term business success. The Brains offers PPC, SEO, content marketing and lead generation services among others.

For more information, please contact:

Jonathan Lemer, Director, The Brains

Email: [email protected]

Telephone: 0333 050 7328



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Company Name: The Brains
Contact Person: Jonathan Lemer, Director
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Phone: 0333 050 7328
Country: United Kingdom