{"id":388,"date":"2025-04-22T11:58:12","date_gmt":"2025-04-22T11:58:12","guid":{"rendered":"https:\/\/buhave.com\/courses\/?p=388"},"modified":"2026-06-06T17:13:46","modified_gmt":"2026-06-06T17:13:46","slug":"keyword-research-and-match-types","status":"publish","type":"post","link":"https:\/\/buhave.com\/courses\/ppc\/keyword-research-and-match-types\/","title":{"rendered":"Keyword Research and Match Types"},"content":{"rendered":"<h2>How to find relevant keywords<span style=\"font-weight: 400\"><br \/>\n<\/span><\/h2>\n<p>How to Find Keyword Research &amp; Match Types<br \/>\nFinding the right keywords ensures your ads reach users actively searching for your offering, forming the foundation of a successful PPC campaign. This guide helps you move from understanding your audience to selecting terms that drive action.<\/p>\n<h3>Step 1: Understand Your Audience &amp; Offer<\/h3>\n<p><strong>Before diving into tools, clarify:<\/strong><\/p>\n<ul>\n<li>What are you selling or promoting?<\/li>\n<li>Who is your ideal customer?<\/li>\n<li>What problems are they trying to solve?<\/li>\n<\/ul>\n<p><strong>Example:<\/strong> If you&#8217;re selling organic skincare, your audience might search for &#8220;natural face cream,&#8221; &#8220;paraben-free lotion,&#8221; or &#8220;best skincare for sensitive skin.&#8221;<\/p>\n<h3>Step 2: Brainstorm Initial Keyword Ideas<\/h3>\n<p><strong>Start with a list of terms your customers might use. Include:<\/strong><\/p>\n<ul>\n<li>Product\/service names<\/li>\n<li>Features or benefits<\/li>\n<li>Problems your offer solves<\/li>\n<li>Brand-specific terms (yours or competitors&#8217;)<\/li>\n<\/ul>\n<p><strong>Example:<\/strong><\/p>\n<p style=\"text-align: center\">organic face cream<br \/>\nnatural moisturizer<br \/>\nvegan skincare<br \/>\nparaben-free lotion<br \/>\neczema cream<\/p>\n<h3>Step 3: Use Keyword Research Tools<\/h3>\n<p>Now expand your list using tools. These show real search queries, search volumes, competition, and related terms. For a structured approach, see <a href=\"https:\/\/buhave.com\/courses\/seo\/keyword-research-and-content-strategy\/\">Keyword Research and Content Strategy<\/a> to align keyword ideas with content goals.<\/p>\n<p><strong>Google Keyword Planner (Free)<\/strong><\/p>\n<ul>\n<li>Go to <a href=\"https:\/\/ads.google.com\/intl\/en_pk\/start\/overview-ha\/?subid=pk-en-ha-awa-bk-a-c00!o3~Cj0KCQjwhO3DBhDkARIsANxrhToYl1dSwMs1eRvw8yvpG7dRwl-5uawRelb-KPUd5P_F2JM_7uMY5rYaAmgQEALw_wcB~139970873518~kwd-94527731~17785156036~611029899033&amp;gad_source=1&amp;gad_campaignid=17785156036&amp;gclid=Cj0KCQjwhO3DBhDkARIsANxrhToYl1dSwMs1eRvw8yvpG7dRwl-5uawRelb-KPUd5P_F2JM_7uMY5rYaAmgQEALw_wcB&amp;gclsrc=aw.ds\">Google Ads<\/a> \u2192 Tools &amp; Settings \u2192 Keyword Planner<\/li>\n<li>Choose Discover new keywords<\/li>\n<li>Enter your brainstormed terms or website URL<\/li>\n<li>Review keyword ideas, volume, competition, and CPC estimates<\/li>\n<\/ul>\n<p><strong>Other Free Tools:<\/strong><\/p>\n<ul>\n<li>Ubersuggest<\/li>\n<li>AnswerThePublic<\/li>\n<li>Google Search Suggestions (type keywords and see auto-complete)<\/li>\n<li>Google Trends<\/li>\n<\/ul>\n<p><strong>Tip:<\/strong> Focus on keywords with high relevance, decent volume, and medium\/low competition for best ROI.<\/p>\n<h3>Step 4: Analyze Competitors&#8217; Keywords<\/h3>\n<p><strong>Use competitor research tools:<\/strong><\/p>\n<ul>\n<li>SpyFu, SEMrush, Ahrefs, or SimilarWeb<\/li>\n<li>Enter a competitor&#8217;s URL<\/li>\n<li>View the keywords they rank for or bid on in paid search<\/li>\n<li>Look for gaps or opportunities they missed<\/li>\n<\/ul>\n<h3>Step 5: Group Keywords by Intent<\/h3>\n<p>Organize your list based on user intent to align with campaigns and ad groups.<\/p>\n<p><strong>Intent Categories:<\/strong><\/p>\n<ul>\n<li>Informational (e.g., \u201chow to treat dry skin\u201d)<\/li>\n<li>Navigational (e.g., \u201cNeutrogena face cream\u201d)<\/li>\n<li>Transactional (e.g., \u201cbuy natural face cream\u201d)<\/li>\n<\/ul>\n<p>Focus on commercial &amp; transactional intent keywords for PPC. These alignment strategies are reinforced in <a href=\"https:\/\/buhave.com\/courses\/seo\/keyword-research-and-content-strategy\/\">Keyword Research and Content Strategy<\/a>.<\/p>\n<h3>Step 6: Filter and Finalize Keyword List<\/h3>\n<p><strong>Keep only keywords that are:<\/strong><\/p>\n<ul>\n<li>Highly relevant to your offer<\/li>\n<li>Have reasonable search volume<\/li>\n<li>Match the user&#8217;s buying intent<\/li>\n<li>Not too broad or generic (to avoid wasted spend)<\/li>\n<\/ul>\n<h3>Step 7: Add Negative Keywords<\/h3>\n<p>To avoid irrelevant clicks, brainstorm what you don\u2019t want your ad to show for.<\/p>\n<p><strong>Examples:<\/strong><\/p>\n<ul>\n<li>\u201cDIY skincare\u201d (if you sell products, not recipes)<\/li>\n<li>\u201cfree samples\u201d (if you don\u2019t offer them)<\/li>\n<li>\u201cjobs\u201d (if you don\u2019t offer employment)<\/li>\n<\/ul>\n<p>Add these as negative keywords in Google Ads to save money and boost CTR.<\/p>\n<p><strong>Bonus Tip:<\/strong><\/p>\n<p>Use Search Terms Report in Google Ads (once your campaign is running) to see actual user queries that triggered your ads \u2014 and refine from there.<\/p>\n<h2>Keyword tools (Google Keyword Planner, Ubersuggest)<\/h2>\n<h3>1. Google Keyword Planner (Free &#8211; Inside Google Ads)<\/h3>\n<p><strong>Purpose:<\/strong><\/p>\n<p>Find new keyword ideas, view search volume, and get cost estimates for your Google Ads campaigns.<\/p>\n<p><strong>How to Use:<\/strong><\/p>\n<ul>\n<li>Go to Google Ads<\/li>\n<li>Click Tools &amp; Settings \u2192 Keyword Planner<\/li>\n<\/ul>\n<p><strong>Choose:<\/strong><\/p>\n<ul>\n<li>\u201cDiscover new keywords\u201d \u2013 enter keywords or your website to get ideas<\/li>\n<li>\u201cGet search volume and forecasts\u201d \u2013 see metrics for a specific list<\/li>\n<\/ul>\n<p><strong>Analyze:<\/strong><\/p>\n<ul>\n<li>Avg. monthly searches<\/li>\n<li>Competition level<\/li>\n<li>Top of page bid (low &amp; high)<\/li>\n<\/ul>\n<p><strong>Pros:<\/strong><\/p>\n<ul>\n<li>Direct from Google \u2013 very accurate<\/li>\n<li>Great for PPC (shows CPC)<\/li>\n<li>Organizes keywords into relevant groups<\/li>\n<\/ul>\n<p><strong>Cons:<\/strong><\/p>\n<ul>\n<li>Requires Google Ads account<\/li>\n<li>Data ranges can be vague if you don\u2019t run active ads<\/li>\n<\/ul>\n<p><strong>Best For:<\/strong><\/p>\n<p>Google Ads keyword planning, cost estimation, and ad group structuring<\/p>\n<h3>2. Ubersuggest by Neil Patel (Free + Paid Options)<\/h3>\n<p><strong>Purpose:<\/strong><\/p>\n<ul>\n<li>Find keywords, analyze competitors, get content ideas, and perform basic SEO audits.<\/li>\n<\/ul>\n<p><strong>How to Use:<\/strong><\/p>\n<ul>\n<li>Go to Ubersuggest<\/li>\n<li>Enter a keyword or domain name<\/li>\n<\/ul>\n<p><strong>View:<\/strong><\/p>\n<ul>\n<li>Keyword suggestions<\/li>\n<li>Search volume<\/li>\n<li>SEO difficulty (SD) and Paid difficulty (PD)<\/li>\n<li>CPC (Cost per Click)<\/li>\n<li>Click any keyword to see trends, related phrases, and content suggestions<\/li>\n<\/ul>\n<p><strong>Pros:<\/strong><\/p>\n<ul>\n<li>Super easy UI for beginners<\/li>\n<li>Includes related keywords, questions, comparisons<\/li>\n<li>Good for both SEO and PPC<\/li>\n<li>Tracks competitors and backlinks (on paid plans)<\/li>\n<\/ul>\n<p><strong>Cons:<\/strong><\/p>\n<ul>\n<li>Limited daily searches on free version<\/li>\n<li>CPC\/volume may not be as precise as Google\u2019s data<\/li>\n<\/ul>\n<p><strong>Best For:<\/strong><\/p>\n<p>Exploring keyword ideas, content strategy, and quick PPC keyword discovery<\/p>\n<p><strong>Summary:<\/strong><\/p>\n<table>\n<thead>\n<tr>\n<th><strong>Tool<\/strong><\/th>\n<th><strong>Best Use Case<\/strong><\/th>\n<th><strong>Strength<\/strong><\/th>\n<th><strong>Weakness<\/strong><\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td>Google Keyword Planner<\/td>\n<td>Google Ads PPC campaigns<\/td>\n<td class=\"strength\">CPC accuracy, grouping by theme<\/td>\n<td class=\"weakness\">Requires Google Ads account<\/td>\n<\/tr>\n<tr>\n<td>Ubersuggest<\/td>\n<td>Quick keyword + SEO analysis<\/td>\n<td class=\"strength\">User-friendly, related suggestions<\/td>\n<td class=\"weakness\">Limited free access<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>Would you like help comparing more tools like Ahrefs, SEMrush, or KeywordTool.io? Or want a side-by-side recommendation based on your business niche?<\/p>\n<h2>Match types: Broad, Phrase, Exact, Negative<\/h2>\n<p>Each match type determines how closely a user\u2019s search query must match your keyword to trigger your ad.<\/p>\n<h3>1. Broad Match (Default)<\/h3>\n<ul>\n<li>Format: Just type the keyword (e.g., face cream)<\/li>\n<li>How it works: Shows your ad for searches that include related words, synonyms, misspellings, or relevant variations<\/li>\n<\/ul>\n<p><strong>Example:<\/strong><\/p>\n<ul>\n<li>Keyword: face cream<\/li>\n<li>Your ad may show for: &#8220;skincare lotion&#8221;, &#8220;best moisturizer&#8221;, &#8220;natural face products&#8221;<\/li>\n<\/ul>\n<p><strong>Pros:<\/strong><\/p>\n<ul>\n<li>Reaches a wide audience<\/li>\n<li>Good for discovering new search terms<\/li>\n<\/ul>\n<p><strong>Cons:<\/strong><\/p>\n<ul>\n<li>Can trigger irrelevant traffic<\/li>\n<li>Needs negative keywords to control spend<\/li>\n<\/ul>\n<h3>2. Phrase Match<\/h3>\n<ul>\n<li>Format: Use quotation marks (e.g., &#8220;face cream&#8221;)<\/li>\n<li>How it works: Shows your ad when the search includes the exact phrase (in the same order), possibly with words before or after<\/li>\n<\/ul>\n<p><strong>Example:<\/strong><\/p>\n<ul>\n<li>Keyword: &#8220;face cream&#8221;<\/li>\n<li>Your ad may show for: &#8220;best face cream for dry skin&#8221;, &#8220;cheap face cream&#8221;<\/li>\n<li>Won\u2019t show for: &#8220;cream for face acne&#8221; (phrase order changed)<\/li>\n<\/ul>\n<p><strong>Pros:<\/strong><\/p>\n<ul>\n<li>More control than broad match<\/li>\n<li>Still reaches relevant long-tail queries<\/li>\n<\/ul>\n<p><strong>Cons:<\/strong><\/p>\n<ul>\n<li>Less reach than broad match<\/li>\n<\/ul>\n<h3>3. Exact Match<\/h3>\n<ul>\n<li>Format: Use square brackets (e.g., [face cream])<\/li>\n<li>How it works: Triggers your ad only when the search has the exact keyword or close variant<\/li>\n<\/ul>\n<p><strong>Example:<\/strong><\/p>\n<ul>\n<li>Keyword: [face cream]<\/li>\n<li>Your ad may show for: &#8220;face cream&#8221;, &#8220;face creams&#8221;, &#8220;facecream&#8221;<\/li>\n<li>Won\u2019t show for: &#8220;best face cream&#8221;, &#8220;cream for face&#8221;<\/li>\n<\/ul>\n<p><strong>Pros:<\/strong><\/p>\n<ul>\n<li>Most precise targeting<\/li>\n<li>High relevance and CTR<\/li>\n<\/ul>\n<p><strong>Cons:<\/strong><\/p>\n<ul>\n<li>Lowest reach<\/li>\n<li>You may miss variations unless added separately<\/li>\n<\/ul>\n<h3>4. Negative Match<\/h3>\n<ul>\n<li>Format: Add minus sign (e.g., -free, -DIY)<\/li>\n<li>How it works: Prevents your ad from showing if the query contains that word or phrase<\/li>\n<\/ul>\n<p><strong>Example:<\/strong><\/p>\n<ul>\n<li>Keyword: face cream, Negative keyword: -free<\/li>\n<li>Your ad won\u2019t show for: &#8220;free face cream&#8221;, &#8220;face cream samples free&#8221;<\/li>\n<\/ul>\n<p><strong>Pros:<\/strong><\/p>\n<ul>\n<li>Eliminates wasted ad spend<\/li>\n<li>Increases quality of traffic<\/li>\n<\/ul>\n<p><strong>Cons:<\/strong><\/p>\n<p>Needs regular updates based on real search term reports<\/p>\n<p><strong>Pro Tip:<\/strong><\/p>\n<ul>\n<li>Use a mix of match types to test performance:<\/li>\n<li>Broad match for discovery (<a href=\"https:\/\/buhave.com\/courses\/ppc\/creating-effective-ads\/\">Creating Effective Ads<\/a>)<\/li>\n<li>Phrase match for control<\/li>\n<li>Exact match for high-intent terms<\/li>\n<li>Negative match to clean up traffic (<a href=\"https:\/\/buhave.com\/courses\/ppc\/quality-score-and-ad-rank\/\">Quality Score &#038; Ad Rank<\/a>)<\/li>\n<\/ul>\n<p><strong>Learn more PPC course:<\/strong><\/p>\n<ul>\n<li><a href=\"https:\/\/buhave.com\/courses\/ppc\/introduction-to-ppc\/\">Introduction to PPC<\/a><\/li>\n<li><a href=\"https:\/\/buhave.com\/courses\/ppc\/google-ads-essentials\/\">Google Ads Essentials<\/a><\/li>\n<li><a href=\"https:\/\/buhave.com\/courses\/ppc\/keyword-research-and-match-types\/\">Keyword Research and Match Types<\/a><\/li>\n<li><a href=\"https:\/\/buhave.com\/courses\/ppc\/optimization-and-reporting\/\">Optimization and Reporting<\/a><\/li>\n<li><a href=\"https:\/\/buhave.com\/courses\/ppc\/quality-score-and-ad-rank\/\">Quality Score and Ad Rank<\/a><\/li>\n<li><a href=\"https:\/\/buhave.com\/courses\/ppc\/bidding-strategies\/\">Bidding Strategies<\/a><\/li>\n<li><a href=\"https:\/\/buhave.com\/courses\/ppc\/creating-effective-ads\/\">Creating Effective Ads<\/a><\/li>\n<li><a href=\"https:\/\/buhave.com\/courses\/ppc\/goals-and-conversion-tracking\/\">Goals and Conversion Tracking<\/a><\/li>\n<li><a href=\"https:\/\/buhave.com\/courses\/ppc\/meta-ads-facebook-instagram-ads\/\">Meta Ads (Facebook\/Instagram Ads)<\/a><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>How to find relevant keywords How to Find Keyword Research &amp; Match Types Finding the right keywords ensures your ads [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":902,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center 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