{"id":18890,"date":"2026-06-19T14:16:28","date_gmt":"2026-06-19T13:16:28","guid":{"rendered":"https:\/\/siite.dk\/?p=18890"},"modified":"2026-06-05T14:50:36","modified_gmt":"2026-06-05T13:50:36","slug":"google-ads-keyword-analysis-and-match-types","status":"publish","type":"post","link":"https:\/\/siite.dk\/en\/artikler\/google-ads-soegeordsanalyse-og-matchtyper\/","title":{"rendered":"Google Ads keyword analysis and match types"},"content":{"rendered":"

Keyword analysis is about distinguishing between interest and action<\/strong><\/h2>\n\n\n\n

The most important task in keyword analysis is not to find as many relevant words as possible. It is to distinguish between searches that resemble a buying signal and those that are more akin to research, general browsing or something else entirely.<\/p>\n\n\n\n

This is where many accounts become too broad. Not because the keywords are irrelevant, but because the commercial value behind them varies far more than the advertiser realises.<\/p>\n\n\n\n

The same topic can cover a wide range of intentions<\/strong><\/h3>\n\n\n\n

A search for a product or service is not, in itself, an indication of a high level of purchase intent. The user may be comparing options, trying to understand the market, looking for prices, searching for a job, or simply gathering background information.<\/p>\n\n\n\n

This means that the keyword analysis should ask:<\/p>\n\n\n\n

    \n
  • What is the user trying to find out?<\/li>\n\n\n\n
  • How closely does the search relate to the plot?<\/li>\n\n\n\n
  • Is the search information-driven or commercial?<\/li>\n\n\n\n
  • Is the intent strong enough to make it worth paying for the click?<\/li>\n<\/ul>\n\n\n\n

    It is only then that keywords become interesting in a way that is useful for Google Ads.<\/p>\n\n\n\n

    Buying signals often lie in subtle linguistic differences<\/strong><\/h3>\n\n\n\n

    Searches containing words such as \u2018price\u2019, \u2018offer\u2019, \u2018supplier\u2019, \u2018subscription\u2019, \u2018demo\u2019, \u2018order\u2019 or \u2018local location\u2019 often carry a different weighting to broader, more descriptive searches. This is no guarantee of conversion, but it is often a stronger signal to take action.<\/p>\n\n\n\n

    This also means that good keyword analyses are typically more precise than simply a list of industry-relevant terms. They take into account how search intent changes with slight variations in wording.<\/p>\n\n\n\n

    Match types are not fixed categories, but degrees of interpretation<\/strong><\/h2>\n\n\n\n

    In standard Google Ads training, match types are often explained in overly simplistic terms: \u2018exact\u2019 is strict, \u2018phrase\u2019 is somewhere in between, and \u2018broad\u2019 is open. This is still useful as a starting point, but in practice the boundaries are more fluid.<\/p>\n\n\n\n

    Google now uses broader matching criteria for both exact and phrase matches than the names might suggest. The system places greater emphasis on intent and semantic similarity. Match types are therefore best understood as degrees of interpretation, rather than as rigid technical frameworks.<\/p>\n\n\n\n

    This is important because many accounts are based on the assumption that \u2018exact\u2019 means almost complete control, or that \u2018phrase\u2019 is still relatively narrow. This is not always how it works in practice.<\/p>\n\n\n\n

    Exact match is stricter, but not exclusive<\/strong><\/h2>\n\n\n\n

    Exact match is still the match type that offers the most control out of the three. However, it is more accurate to say that it is stricter than phrase and broad match, rather than to say that it is exact in the traditional sense of the word.<\/p>\n\n\n\n

    Google can still match exact keywords to close variants and queries with the same inferred intent. Therefore, exact matching should not be treated as a guarantee against noise, but as the most controlled variant in a system that still involves interpretation.<\/p>\n\n\n\n

    Exact often performs best on searches that have already proven their worth<\/strong><\/h3>\n\n\n\n

    When a search term has been shown to generate leads or sales at a reasonable cost, it often makes sense to move it closer to \u2018exact match\u2019. This makes it easier to:<\/p>\n\n\n\n

      \n
    • Control bids more precisely<\/li>\n\n\n\n
    • Write more specific adverts<\/li>\n\n\n\n
    • Direct traffic to a more targeted landing page<\/li>\n\n\n\n
    • Maintaining higher search term quality<\/li>\n<\/ul>\n\n\n\n

      This is particularly useful for accounts with high CPCs, local services or a clear distinction between high-value and lower-value traffic.<\/p>\n\n\n\n

      Being too precise can also hinder learning<\/strong><\/h3>\n\n\n\n

      However, it is not always an advantage to restrict the account too strictly. If an account operates solely within a very narrow exact-match setup, it can become more difficult to identify new profitable variations. In some accounts, this also limits the number of signals that Smart Bidding has to work with.<\/p>\n\n\n\n

      Exact is therefore rarely the sole solution. It works best as part of a structure in which known winning searches are kept strictly controlled, whilst other layers are still used for learning.<\/p>\n\n\n\n

      Phrase match is often useful, but less precise than many people think<\/strong><\/h2>\n\n\n\n

      Phrase match is still widely used because it often strikes a good balance between reach and control. That\u2019s fair enough. But it is also often overrated in terms of precision.<\/p>\n\n\n\n

      In many accounts, the phrase matches more broadly than the advertiser expects. Not necessarily as broadly as \u2018broad\u2019, but broadly enough for search term quality to start slipping quickly.<\/p>\n\n\n\n

      Phrase works well as a learning tool<\/strong><\/h3>\n\n\n\n

      Phrase match is often most valuable when the aim is to find variations, test the language used in the market and discover new search terms that can be moved on to a more controlled structure at a later stage.<\/p>\n\n\n\n

      This makes it particularly useful when you want to:<\/p>\n\n\n\n

        \n
      • Expand a theme<\/li>\n\n\n\n
      • Gather more data<\/li>\n\n\n\n
      • Finding new profitable variations<\/li>\n\n\n\n
      • Avoid structuring the account too narrowly at too early a stage<\/li>\n<\/ul>\n\n\n\n

        In that role, the phrase works well. Not necessarily as the most effective end point, but as a workspace where the account learns something.<\/p>\n\n\n\n

        Phrase costs can quickly rise if the search terms are not closely monitored<\/strong><\/h3>\n\n\n\n

        The biggest problem with \u2018phrase\u2019 is not that it necessarily matches completely irrelevant traffic. The problem is often that it matches partially relevant traffic, which does not generate enough value to justify the spend.<\/p>\n\n\n\n

        That is also what makes this phrase dangerous in the hands of an account that isn\u2019t being closely monitored. The traffic often looks reasonable. But the CPA gradually gets worse, and the data becomes increasingly muddled.<\/p>\n\n\n\n

        Therefore, the phrase typically requires:<\/p>\n\n\n\n

          \n
        • Ongoing search term analysis<\/li>\n\n\n\n
        • Development of negatives<\/li>\n\n\n\n
        • A structure capable of absorbing learning<\/li>\n<\/ul>\n\n\n\n

          Broad match makes the most sense when the signals are strong enough<\/strong><\/h2>\n\n\n\n

          Broad match should not be described as either good or bad. It is a match type that gives Google the greatest freedom, and its quality therefore depends more on the account\u2019s signals than on the match type itself.<\/p>\n\n\n\n

          That is also why Broad works significantly better in some accounts than in others.<\/p>\n\n\n\n

          Broad is most relevant when smart bidding actually has something to work with<\/strong><\/h3>\n\n\n\n

          Broad match typically makes the most sense when the account has:<\/p>\n\n\n\n

            \n
          • Stable and accurate conversion tracking<\/li>\n\n\n\n
          • Sufficient volume<\/li>\n\n\n\n
          • A bidding strategy that optimises for actual values<\/li>\n\n\n\n
          • Clear differences between good and bad signals<\/li>\n\n\n\n
          • Active use of search terms and negatives<\/li>\n<\/ul>\n\n\n\n

            When these signals are strong, Broad can help identify searches that a more manual approach would not have picked up. This is particularly relevant for larger accounts or accounts with a high volume of conversion signals.<\/p>\n\n\n\n

            Broad becomes weaker when the signals are unclear<\/strong><\/h3>\n\n\n\n

            If tracking is inaccurate, if there are too few conversions, or if the account is optimising towards weak goals, the \u2018Broad\u2019 match type becomes far riskier. This gives Google free rein without a solid basis on which to base its decisions.<\/p>\n\n\n\n

            It is therefore more accurate to say that broad requires strong signals than simply to say that it requires a mature account. Maturity in itself is not enough if the underlying signals are weak.<\/p>\n\n\n\n

            Negative keywords are an important tool, but they are not the only layer of control<\/strong><\/h2>\n\n\n\n

            Negative keywords remain a key part of Google Ads management. They help filter out searches that shouldn\u2019t use up your budget. However, they shouldn\u2019t be seen as the sole means of controlling your account. They are just one tool amongst many.<\/p>\n\n\n\n

            The effect of negative balances also depends on the overall structure of the account.<\/p>\n\n\n\n

            Negative keywords should be developed based on actual search terms<\/strong><\/h3>\n\n\n\n

            Standard lists containing words such as \u2018free\u2019, \u2018job\u2019, \u2018second-hand\u2019 and \u2018do-it-yourself\u2019 can be a good starting point. However, the most effective negative lists are usually built up over time based on actual search terms.<\/p>\n\n\n\n

            This is particularly important because many of the most expensive irrelevant searches are not entirely obvious. They often resemble relevant searches, but have a different intent or lower commercial value.<\/p>\n\n\n\n

            That is why negative analyses should not merely be a routine exercise. They should be an integral part of the ongoing analysis.<\/p>\n\n\n\n

            Negatives work best in conjunction with structure and a bidding strategy<\/strong><\/h3>\n\n\n\n

            If the account is poorly structured, or if the bidding strategy is targeting weak audiences, negative keywords can help, but they cannot solve the whole problem. They work best as part of a comprehensive quality strategy alongside:<\/p>\n\n\n\n

              \n
            • Structure<\/li>\n\n\n\n
            • Match types<\/li>\n\n\n\n
            • Search Term Analysis<\/li>\n\n\n\n
            • Conversion tracking<\/li>\n\n\n\n
            • Bidding strategy<\/li>\n<\/ul>\n\n\n\n

              Structure and bidding strategy have a greater impact than many people realise<\/strong><\/h2>\n\n\n\n

              It is a mistake to think that keyword analysis and match types alone determine whether an account will be effective. Structure and bidding strategy also play a major role.<\/p>\n\n\n\n

              If the ad groups are too broad, ad relevance will suffer. If the bidding strategy is optimised for targets that do not reflect real value, even good keywords will be used incorrectly.<\/p>\n\n\n\n

              Broad ad groups make keyword analysis less valuable<\/strong><\/h3>\n\n\n\n

              When too many different search intent types are grouped together in the same ad group, it becomes harder to write precise adverts and harder to interpret performance accurately. This means that even good keyword analysis loses its value because it is not translated into a clear structure.<\/p>\n\n\n\n

              Keyword analysis does not stop after launch<\/strong><\/h2>\n\n\n\n

              A thorough keyword analysis is not a task that is completed once the campaign goes live. It continues throughout the campaign\u2019s lifetime.<\/p>\n\n\n\n

              This is due both to changes in user behaviour and to the fact that Google is constantly refining its matching algorithms. What worked well at the start may not necessarily work three months later.<\/p>\n\n\n\n

              Therefore, in practice, keyword analysis should continue through:<\/p>\n\n\n\n

                \n
              • Search Term Reports<\/li>\n\n\n\n
              • New negatives<\/li>\n\n\n\n
              • New ad groups<\/li>\n\n\n\n
              • Assessing which searches actually create value<\/li>\n<\/ul>\n\n\n\n

                Common errors we see in accounts<\/strong><\/h2>\n\n\n\n

                There are some recurring patterns.<\/p>\n\n\n\n

                Not enough work on search terms following the launch<\/strong><\/h3>\n\n\n\n

                Some accounts do not underperform because the strategy was wrong from the outset. They underperform because ongoing keyword analysis is not prioritised.<\/p>\n\n\n\n

                What is the right approach?<\/strong><\/h2>\n\n\n\n

                The right approach is rarely to choose a single match type and stick to it. It is usually best to let different match types play different roles.<\/p>\n\n\n\n

                In many accounts, this means:<\/p>\n\n\n\n

                  \n
                • Exact for searches that have already proven their worth<\/li>\n\n\n\n
                • Phrases for learning and expanding your vocabulary<\/li>\n\n\n\n
                • Negatives as a rolling filter, not as a one-off list<\/li>\n\n\n\n
                • Structure and bidding strategy tailored to the actual search quality<\/li>\n<\/ul>\n\n\n\n

                  This is usually the type of setup that offers the best balance between control, learning and reach.<\/p>\n\n\n\n

                  Is your Google Ads account organised in terms of keywords and match types?<\/strong><\/h2>\n\n\n\n

                  Many accounts generate traffic or get a few clicks, but don\u2019t get enough value out of it.
                  This is often not down to the platform itself, but to the interplay between search intent, ad match types, negative keywords and bidding strategy.<\/p>\n\n\n\n

                  If you want to get more out of your Google Ads, it\u2019s worth taking a closer look at:<\/p>\n\n\n\n

                    \n
                  • Which search terms actually use up the budget<\/li>\n\n\n\n
                  • Whether the search intent is strong enough<\/li>\n\n\n\n
                  • Whether \u2018phrase\u2019 and \u2018excat\u2019 are used correctly<\/li>\n\n\n\n
                  • Whether negatives are expanded based on actual search terms<\/li>\n\n\n\n
                  • Whether the structure and bidding strategy support the rest of the account<\/li>\n\n\n\n
                  • Whether the quality score is high for a keyword<\/li>\n<\/ul>\n\n\n\n

                    Get an assessment of your current Google Ads structure<\/strong><\/h2>\n\n\n\n

                    At Siite, we help businesses set up Google Ads accounts where keyword analysis, match types and bidding strategy are better aligned.<\/p>\n\n\n\n

                    If your account is generating traffic but not delivering sufficient value, we\u2019d be happy to review your search terms, structure, negative keywords and bidding strategy, and assess where you may be losing relevance or budget control.<\/p>\n\n\n\n

                    Book a non-binding review<\/strong><\/h2>\n\n\n\n

                    Would you like to know whether your keyword analysis and match types are set up correctly?
                    We\u2019d be happy to take a look at your current account and provide specific feedback on where the structure could be improved.<\/p>","protected":false},"excerpt":{"rendered":"

                    A Google Ads account rarely becomes ineffective because it lacks keywords. It becomes ineffective because the account is matching the wrong searches, or because the right searches are being targeted too broadly.<\/p>\n

                    That is why keyword analysis and match types remain a core area of Google Ads. Not as a theoretical concept, but as something that directly influences which search terms are captured, how clean the data set is, and how effectively Smart Bidding can work overall.<\/p>\n

                    If the search intent has been misjudged, or if the match types give Google more leeway than the account can handle, the result is often the same: more clicks than necessary and less value per click.<\/p>","protected":false},"author":6,"featured_media":25112,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_seopress_titles_title":"Google Ads match typer: Spar p\u00e5 annoncebudgettet","_seopress_titles_desc":"L\u00e6r at bruge Google Ads match typer til at styre budgettet, ramme k\u00f8bsintention og undg\u00e5 dyre fejlklik med en skarp s\u00f8geordsstrategi.","_seopress_robots_index":"","_seopress_robots_follow":"","_seopress_robots_imageindex":"","_seopress_robots_snippet":"","_seopress_robots_primary_cat":"25","_seopress_robots_breadcrumbs":"","_seopress_robots_freeze_modified_date":"","_seopress_robots_custom_modified_date":"","_seopress_robots_canonical":"","_seopress_social_fb_title":"","_seopress_social_fb_desc":"","_seopress_social_fb_img":"","_seopress_social_fb_img_attachment_id":0,"_seopress_social_fb_img_width":0,"_seopress_social_fb_img_height":0,"_seopress_social_twitter_title":"","_seopress_social_twitter_desc":"","_seopress_social_twitter_img":"","_seopress_social_twitter_img_attachment_id":0,"_seopress_social_twitter_img_width":0,"_seopress_social_twitter_img_height":0,"_seopress_redirections_value":"","_seopress_redirections_enabled":"","_seopress_redirections_enabled_regex":"","_seopress_redirections_logged_status":"both","_seopress_redirections_param":"","_seopress_redirections_type":301,"_seopress_analysis_target_kw":"Google Ads match typer","_seopress_news_disabled":"","_seopress_video_disabled":"","_seopress_video":[{"url":"","title":"","desc":"","thumbnail":"","duration":"","rating":"","view_count":"","tag":""}],"_seopress_pro_schemas_manual":[],"_seopress_pro_rich_snippets_disable_all":"","_seopress_pro_rich_snippets_disable":[],"_seopress_pro_schemas":[],"footnotes":""},"categories":[25],"tags":[27],"class_list":["post-18890","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-artikler","tag-google-ads"],"acf":[],"_links":{"self":[{"href":"https:\/\/siite.dk\/en\/wp-json\/wp\/v2\/posts\/18890","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/siite.dk\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/siite.dk\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/siite.dk\/en\/wp-json\/wp\/v2\/users\/6"}],"replies":[{"embeddable":true,"href":"https:\/\/siite.dk\/en\/wp-json\/wp\/v2\/comments?post=18890"}],"version-history":[{"count":7,"href":"https:\/\/siite.dk\/en\/wp-json\/wp\/v2\/posts\/18890\/revisions"}],"predecessor-version":[{"id":25534,"href":"https:\/\/siite.dk\/en\/wp-json\/wp\/v2\/posts\/18890\/revisions\/25534"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/siite.dk\/en\/wp-json\/wp\/v2\/media\/25112"}],"wp:attachment":[{"href":"https:\/\/siite.dk\/en\/wp-json\/wp\/v2\/media?parent=18890"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/siite.dk\/en\/wp-json\/wp\/v2\/categories?post=18890"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/siite.dk\/en\/wp-json\/wp\/v2\/tags?post=18890"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}