Business owner making social media content with dog.

Your Guide to Google Ads Match Types for Pet Businesses

Your Guide to Google Ads Match Types for Pet Businesses

In the ever-evolving landscape of online advertising, pet businesses face unique challenges in reaching their target audience effectively. Harnessing the power of Google Ads match types is essential for owners of grooming salons, boarding facilities, daycare centers, and training schools alike. These match types play a pivotal role in determining when and where your ads appear, directly impacting the visibility and success of your business online.

Understanding the nuances of keyword match types is akin to unlocking the door to your business’s online potential. From broad match to exact match, each type offers distinct advantages and considerations. For pet businesses, precision is paramount. 

Whether you’re aiming to attract new clients searching for “dog grooming near me” or “cat boarding services,” selecting the most appropriate match type ensures that your ads are shown to the right audience at the right time. In this guide, we delve into the intricacies of Google Ads match types, providing actionable insights and strategies tailored specifically for the unique needs and goals of pet-oriented enterprises.

Whether you own a doggy boutique or manage a pet hotel, keeping your pet business top of your customer’s mind is crucial. 

In this day and age, one of the best ways to stay on your clientele’s radar is through social media marketing. Let’s dive into how you can use social media to keep your pet business in the forefront of your customers’ minds, with six tips to use social media to stay top of mind as a pet brand.

What are Keyword Match Types?

In Google Ads, keyword match types are used to ensure that your ads show up with relevant traffic and that your budget isn’t wasted on any irrelevant traffic. 

There are 3 match types you can use: In Google Ads, keyword match types are used to ensure that your ads show up with relevant traffic and that your budget isn’t wasted on any irrelevant traffic. There are 3 match types you can use:

Broad Match

This is the default match type your keywords are set to. Broad match means your ad will show up when the search is related to the keyword.

This makes it the most comprehensive keyword, bringing in the most traffic, but also has the lowest relevance out of all the match types. Broad Match: This is the default match type your keywords are set to. Broad match means your ad will show up when the search is related to the keyword.

This makes it the most comprehensive keyword, bringing in the most traffic, but also has the lowest relevance out of all the match types.

Phrase Match

With phrase match, ads appear when a user’s search query includes the designated keyword phrase in the specified order, but may include additional words before or after. 

This provides a balance between broad reach and precise targeting, allowing advertisers to capture relevant searches while maintaining some flexibility. Phrase match has medium reach, and medium relevancy.

Exact Match

Exact match ensures ads are shown only when a user’s search query precisely matches the specified keyword. 

This targeting method offers the highest level of specificity, presenting ads exclusively to users who enter the exact keyword without additional words or variations. Exact match brings in the lowest volume but has the most relevant search queries. 

What are Negative Match Types?

Negative Match 

Keywords as negative match types can be broad, phrase, or exact match. These exclude ads from specific, unwanted search queries, refining campaign efficiency. Strategic use, accessible in tools and settings, ensures precise exclusion, safeguarding your budget from irrelevant traffic and optimizing overall ad performance.

  • Negative broad match: Your ad won’t show if the query contains the keyword in any order.
  • Negative phrase match: Your ad won’t show if the query contains the keyword in the exact order.
  • Negative exact match: Your ad won’t show if the query is exactly the same as your keyword.

Here’s a tip for using negative keywords in your Google ads campaign: Create a negative keyword list that contains relevant keywords. You can find this tool in the shared library section of tools and settings. 

This tool allows you to bulk add negative keywords to your Google Ads account and organize them into sections that you can then apply on an ad group, campaign, or account level.

For example, for a dog boarding business that doesn’t provide care for puppies, you can create a list of keywords that exclude any searches related to puppies. Then you can apply this list across all your campaigns so you can efficiently exclude this irrelevant traffic from your account.

How Do Match Types Affect Your Ad’s Performance?

Match types can significantly impact your account by influencing the search results for which your ads appear and the bids you place. When choosing a match type, consider factors such as current performance metrics, impressions, competitor strategies, and the overall keyword strategy that aligns with your business objectives. 

Evaluating these aspects enables informed decision-making, ensuring that your chosen match types effectively target your desired audience and contribute to the overall success of your Google Ads campaign.

Current Performance

If you have already been running Google ads, or have in the past, take a look at how your keywords performed.

 Is the CPC low or high? Is your CTR above average? What does your impression volume look like? What does your search term report look like? Are the account’s search terms relevant?

Analyzing your past data can help you figure out what has worked for you in the past, and what hasn’t worked.

Impressions

Your impressions tell you how many times your ad showed up in the search results. With exact match, although you’ll see higher relevance in your search terms, your impressions will be lower. On the other hand, if you use broad match, your impressions will be high, but your relevancy will take a hit.

It’s important to know when to use each match type, and to understand what keyword strategy is best for your business.

Competitors

Your competitors’ strategy plays a big part in how much you pay and your ad’s performance. The way they structure their account and the effect that has on your ads may vary but will play a part in which match type will be the most effective for your account.

Crafting a well-thought-out and strategic approach to selecting the appropriate match types for your advertisements is a pivotal aspect of fine-tuning your campaigns to effectively engage your intended audience. 

The choice of match types in your keyword strategy serves as a powerful mechanism to not only enhance the precision of your targeting but also to safeguard your advertising budget from being squandered on traffic that is inconsequential to your objectives. 

By aligning your match types with the specific characteristics and preferences of your target audience, you not only optimize the relevance of your ads but also ensure that your advertising investment is directed toward those users most likely to convert, thereby maximizing the overall impact and efficiency of your marketing efforts.

How To Find Keywords For Google Ads

So now that you know what each match type is, let’s discuss how to find the right keywords for your business.

Keyword research helps you to identify what your target audience is searching for and what keywords you should target to show up at the right time.

There are various tools you can use to scope out the search volume for your services, but today we’ll share two of those tools that you can start taking advantage of.

Semrush Keyword Tool

Semrush is an effective way to start your research. From the Semrush keyword magic tool, Simply enter a keyword you want to see the volume for and find similar keywords. 

Semrush will only show you search volume on a country level, which can make it challenging to know exactly how much of that traffic is local to your business. Regardless, this is a good tool for your keyword research.

Google Ads Keyword Planner

You can find this keyword planner in the tools and settings section of your Google account. From the Google keyword planner, you’ll be able to search for keywords and see the volume and projected lead volume you would receive in your area.

In addition to the volume data you can see in this planner, you’ll also be able to see suggested keywords to use that are related to the keywords you add to the planner.

Key Takeaways

Mastering Google Ads match types is a critical step in optimizing your advertising strategy and ensuring that your budget is efficiently utilized. Understanding the nuances of broad, phrase, and exact match types, along with the strategic use of negative match types, empowers you to fine-tune your campaigns for both reach and relevance.

The impact of match types on your ad’s performance is multifaceted, with considerations ranging from past performance and impressions to competitor strategies. Analyzing historical data provides valuable insights into what has worked for your business and informs future decisions. Impressions, a key metric, are influenced by the choice of match type—higher with broad match and more targeted with exact match.

Competitor analysis adds another layer to the equation, as understanding their strategies can shape your approach to match types, influencing both costs and performance. Crafting a well-thought-out strategy aligns your match types with the characteristics and preferences of your target audience, ensuring not only increased relevance but also a safeguard against budget wastage on irrelevant traffic.

Transitioning from match types to keyword research, discovering the right keywords for your business is equally pivotal. Tools like Semrush and Google Ads Keyword Planner offer valuable insights into search volumes, allowing you to identify what your target audience is searching for. While Semrush provides a country-level view of search volume, Google Ads Keyword Planner goes further by offering localized data and suggesting related keywords.

The synergy between adeptly chosen match types and well-researched keywords forms the backbone of a successful Google Ads campaign. By leveraging these tools and insights, advertisers can not only maximize their ad’s impact but also ensure that their marketing efforts are directed towards the most promising audience, ultimately enhancing efficiency and driving conversions.

Book a Free Marketing Plan with Paw Point Marketing

Book a free 30-minute call for a custom marketing plan built around your pet service business