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Digital Marketers Explain: Which Match Type is Best For Your Search Campaigns

By: Magic PR

[London, UK] [July 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 SEO, content marketing, lead generation and PPC services among others.

For more information please contact:

Jonathan Lemer, Director, The Brains
Telephone: 0333 050 7328


About The Brains

The Brains is an award-winning digital marketing agency in London. We offer a full range of digital marketing services designed to help you grow faster online and boost ROI.

Contact The Brains

86-90 Paul Street
London EC2A 4NE
United Kingdom

0333 050 7328


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