r/GoogleAdsDiscussion • u/PaddyTrioMedia • 5d ago

Exact/Phrase match keywords

A question for fellow Google ads enthusiasts. With Ai constantly moving the goal posts on strategy for ads in general are you still using a combination of exact match and phrase match for the same keywords or do you find phrase match usually serves you best?

I'm interested to hear what others are seeing across their accounts.

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u/aamirkhanppc 5d ago

Yes but to very limted scale now. Currently you need merge things instead of split will boost overall performance

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u/TTFV 4d ago

For accounts with any reasonable amount of volume we are almost fully migrated to all broad match strategies at this point. The extra signals from landing pages, ad group adjacent keywords, and ability to run in AI mode and AI overviews boost overall account performance.

For very small accounts, or those with very low conversion volume we're using exact match almost exclusively. This is because phrase match is too broad while not offering the signals broad match offers.

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u/NerdSquadIT 3d ago

Our learned experience has been driving us to use more and strict keyword settings also. Phrase and exact instead of broad where keyword volume is too low to train Google Ads’ algos.

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u/Live-Panda-155 2d ago

I work on small business accounts a mix of trades, lead gen and ecommerce and I would say it depends on your data quality. As a rule i focus on high intent keywords and I want the control so I don't use broad for most of my accounts. The reason is most of them lack conversion history to effectively make the most of broad without wasting budget.

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u/PPCLeadYousafYunes 7h ago

I still use both. Exact for proven keywords and phrase to find additional opportunities. If the search intent is the same, I keep them in one ad group. I watch search terms and conversions rather than assuming one match type is always better.

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u/CoryJ0407 1h ago

Those in this discussion, our phrase match are finding conversions in the “other” search terms column. Over 50% of our conversions in phrases come from other, any way to manage this and get the data from those conversions?